Organizations that use RealZips in their Salesforce drive marketing success. This is how they leverage RealZips within their GeoTargeted Marketing.
Lead Generation Challenges
Marketing teams have a tremendous responsibility of finding and qualifying best-fit leads for sales. However, it’s not uncommon for marketers to unknowingly deliver low quality leads to the sales team, overwhelming the sales pipeline with incompatible prospects.
Figuring out which leads are best suited for a sales team is oftentimes a complicated process. Lead profiling is often based upon metrics related to the industry, company size, decision-makers’ access, buyer intent, creditworthiness, and more.
Location data is often neglected in lead profiling because the marketing team has little or no supporting data for meaningful geotargeting. This lack of user location data makes lead generation inefficient.
Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
— John Wanamaker
Switch to RealZips Geotargeting
When your team utilizes geotargeting with RealZips, it becomes possible to leverage location data throughout the entire lead generation process.
These are the six basic methods to use RealZips for your geotargeting efforts, helping you generate sales success:
Geographic boundaries. Existing boundaries such as states, cities, and sales territories play a critical role in effective lead generation. For example, using County Business Patterns (CBPs) as part of a framework of lead generation is proven to be very effective.
Industry hotspots. Similar companies tend to be clustered geographically. It’s essential to break down Total Addressable Market (TAM) into geography-based industry hotspots from a geo-targeting lead generation perspective.
Local economy. The economic outlook in MSA Metropolitan areas will have a direct impact on lead generation. Economic factors can range across people moving to or from an area, shifts in local unemployment levels, changes in state and local taxes, fluctuations in building permits, competitive organizations setting up outlets and offices, and much more.
Proximity planning. Sales teams often prefer lead generation in concentrated areas such as near airports, close to their stores and field offices, and even far away from competitive locations. Companies with a proximity strategy for lead generation tend to reap substantial benefits related to logistics.
Action triggers. Marketing teams using action triggers in their lead generation have a competitive advantage. They use time zones as a powerful action trigger, sending outbound emails at the best possible local time. Sellers of electric cars may use local gas pricing as an action trigger, spending more on lead generation as gas prices rise.
External data. External data managed in RealZips opens up endless possibilities for lead generation. For instance, use sun hour data by zip code to sell solar panels, leverage local water quality data to provide filtration technology. Tap into flooding and hurricane risk data to provide insurance or new building technology. Leverage financial incentives issued by state and local agencies to promote your products and services. There are no limits to how external data can be used within the RealZips platform, driving success across both marketing and sales.
Generate Quality Leads with GeoTargeted Marketing
Organizations that properly use these methods for geotargeting will likely see an increase in their best-fit lead generation.
The goal is to deliver market-qualified leads in the best possible geographic locations, allowing the sales team to close deals faster. Save time by eliminating leads that are hard to service and avoid marketing in areas where there are few reasons to purchase your product or service.
Quality Over Quantity
Lead generation is about reaching the right prospect, located in the right place, with the right message, at the right time.
When you deliver leads to your sales team, quantity is not always better. If they end up disqualifying a high percentage of leads, your team will lose valuable selling time. Additionally, they may even start doubting if the lead generation process works.
Improving the lead generation process seems to work very well for many organizations, initially setting focus on generating high-quality leads in the best-fit locations. Once the quality of marketing-generated leads meets the needs of the sales team — it becomes possible to increase the number of leads — while maintaining a high close rate.
With RealZips GeoTargeted Marketing, the marketing and sales teams can align efforts and deliver results. RealZips has the potential to enhance your geotargeting, boost your lead generation, and close more deals.
Organizations using the Salesforce platform are implementing the RealZips app, empowering their whole team.
Users of RealZips are continuously sharing how they are now closing more deals with our app.
This post shows you the 7 steps successful teams take, as they accelerate their revenue with the app and our market data.
What is the RealZips app?
RealZips adds a geographic structure and market data to all CRM data in Salesforce. Your team will have powerful territory management, thanks to our extensive geographic database based on zip codes. The app and it’s data are 100% native, ensuring no security risks and instant user acceptance.
How will we benefit from RealZips?
The app automatically structures existing CRM data by zip codes, cities, metropolitan areas, counties, sales regions, sales territories and more. The benefits are immediate since your team can search and report customer data in new ways – focusing activities in geographical areas that will generate most sales.
How does the RealZips app work?
RealZips is the world’s only GeoData Platform. This is the quick-take:
- 40,000 zip codes are added to your Salesforce in 15 minutes.
- Zip codes have 50 data points, for geographic structure and market data.
- Existing CRM data records are automatically linked to a zip code.
- Sales territories are based on zip codes, linking all CRM data to sales territories.
What are the steps to get started?
RealZips enables organizations like yours to identify growth opportunities and drive sales results. These are the seven steps organizations take while rolling out the RealZips app:
1. Identify Addressable Market
The RealZips app has very deep market data by zip code, enabling your team to pinpoint the total addressable market. The app describes for example corporate targets across 1,000 industries and ranges of employees, including headquarter locations. The demographics data is incredibly deep, ranging across income, age, and lifestyles.
In RealZips, it’s now possible for organizations to distinguish their total addressable market by their primary market and secondary market.
For example, the primary market for your team might be neurosurgeons, while the secondary market would be patients served by these doctors.
Secondary market data is one of the most powerful ways for sales teams to drive trust in discussions with their prospects.
For example, a rep can showcase the RealZips demographics data for the area surrounding the customer’s office.
2. Set Geographic Structure
The RealZips app structures CRM data dynamically across all geographical level. Your team can instantly use e.g. metropolitan areas and counties, to drive successful marketing and sales activities. New geographic levels can be added on the fly, to include areas for specific marketing campaigns!
With a geographic structure in place, existing CRM data is dramatically enhanced and becomes actionable for both marketing and sales teams. With drive time data in RealZips, a lead can be automatically assigned to the closest sales representative or location. Also, drive time data can be used for marketing campaigns based on all customers’ proximity to your sales representatives or locations.
3. Index Market Potential
Many companies miss out on tremendous growth opportunity – simply by not relating each geographic area, to the local market potential – right in Salesforce.
Without market potential in Salesforce, there is no method to track revenue growth against the total addressable market, optimize territories based and prospects, and empower the sales team across territories.
Marketing teams running campaigns without geographic market potential will not be able to target the best-fit areas, missing out on lead generation and revenue growth.
The RealZips app creates automatic indexes for each zip code. Your team will be able to act on each area’s’ market potential and real-time revenue data.
4. Implement Territory Management
The Territory Management module in RealZips effectively combines each territory’s zip codes, market potential and existing leads, accounts and contacts.
Key metrics for each territory roll up from zip codes, giving the sales team a real-time view over where to find and close deals.
A RealZips Territory can quickly be divided into zones based on drive time for the sales representative.
Sales hotspots can be created on the fly within territories, to manage revenue growth in areas with highest market potential.
As territories are changed – customers can quickly and accurately be reassigned to a new territory – complete with a track record of changes.
5. Focus Marketing Activities
It’s a marketers dream to have all leads and customers organized by MSA Metropolitans, cities, CBSAs, counties, sales territories, and regions. The marketing team can run campaigns in zip codes that can be targeted with Google AdWords campaigns, within a 20-minute drive time of the closest representative or location!
Campaigns can be geared towards areas with the high market potential and no current customers. Events can be launched in the exact areas where most leads and customers can quickly travel to.
6. Empower Sales Teams
Most sales teams struggle to build a pipeline of new customers, and closing deals. The RealZips app is simply designed to empower salespeople to be at the right place, taking to the right customers, at the right time.
RealZips cuts down on the search for new customers, allowing the whole organization to focus on areas with most prospects, as close to as possible to your company’s locations.
7. Accelerate Revenue Growth
RealZips can often be implemented in a matter of days. Our customers love to report back on their sales success. We are seeing motivated organizations drive results within weeks, generating net new revenue streams.
Our app is built on 25+ years of CRM experience within companies producing hyper growth. You can now apply our experience of accelerating sales, by rolling out RealZips and market data to your team.