Why is location-based marketing important in the era of the remote workforce? Being able to disregard location is great for growing companies that want to expand into new geographies and tap remote talent! It’s also great for employees who want more flexibility.
But as B2B marketers and salespeople, it makes our job harder.
Knowing the physical location of your prospect is key to your marketing and sales efforts. But as new generations reshape the workforce, the concept of physical location is more fluid than ever.
This evolution means that accurate location data is more critical than ever for B2B marketing – particularly in these circumstances:
- Direct mail for marketing campaigns
- Location-based event marketing
- Navigating GDPR
Read on to see why this data point is in the spotlight!
Direct mail for location-based marketing
Direct mail is a key part of a multi-touch marketing campaign.
“Nothing captures a prospect’s attention or delights a customer more than a physical gift,” says Campaign Stars CEO Henry Bruckstein. “Indeed, 65% of companies use physical gifting to attract and retain clients.
“While it works wonders,” Bruckstein says, “you’ll need accurate location data to:
- Plan and budget for your campaign.
- Ensure you can deliver what you intend. (State and county laws can be tricky!)
- Make sure that once you execute your campaign, your gift will be actually received. Your data needs to be rock solid and up to date!”
Direct mail achieves an average 4.4% response rate compared to 0.12% for email – a 3566% difference!
Still don’t believe direct mail moves the needle? Check out this story from Campaign Stars:
Based upon research collected across hundreds of campaigns, we’ve seen that multi-touch and multi-channel campaigns increase engagement rates by over 15%!
We ran a targeted campaign for Kelly Services, a Fortune 100 staffing firm, to drive interest in one of their product lines. We tracked engagement across digital channels (social and email), cold calling, and direct mail (postcards with a URL to a landing page).
The results astonished us! The direct mail channel outperformed other channels by 42%! Of course, the challenge is to ensure that we reached the right person at the right address, as this is also a more costly channel.
A marketing use case for location data: The Great Pie Bake-off
Here’s another use case for location data that my team did, which generated a ton of well-qualified leads:
We wanted to target the customers of our biggest competitor at the time for a displacement campaign.
So the customers of our competitor became our list of target accounts!
And we did a campaign as a ‘bake-off.’ We sent real pies to these prospects, saying, ‘We know you use [competitor], and we think we can do a better job, so let’s compare data side by side.’
This account-based play was personalized, so we needed to know where to mail the pie.
Many of the high-value accounts have several office locations (Dublin, Boston, San Francisco) – and there was no guarantee their VP of Sales worked in one location or another.
The follow-up message included a personalized video from our CEO, Henry Schuck, so we absolutely HAD to get the pie to the right person! Can you imagine how confused someone would be to receive a random pie in the mail, and a video, if they weren’t the intended recipient?
We used DiscoverOrg’s location data, and the campaign was successful: We got our foot in the door with really hard-to-penetrate accounts.
Location data was key to the success of this marketing campaign.
Interested in doing a displacement campaign? You’ll want this: How to Target Competitors Using the Tech Stack
2. Location-based event marketing
Location data can maximize your event marketing efforts, too.
Suppose you’re attending a conference in San Francisco. Of course you’ll want to make sure you know in advance who’s attending, and schedule meetings with as many prospects as you can.
But what about prospects who aren’t attending … but are located in close geographic proximity to the event?
If you don’t have good location data, you won’t even know who these people are. But if you do, you can increase your prospect list significantly, and maximize your travel investment.
Using location data to map where prospects are physically located near an event, you can:
- Invite prospects to the event. (Leverage that free pass that was part of your sponsorship!)
- Invite them to an event-related activity, like a happy hour you’re hosting
- Schedule an on-site meeting at their office, since you’re already in town
The marketing use case for using location data for event marketing
Here’s an example of how my Demand Gen team used location data to boost ROI from event marketing:
During Dreamforce last year, we hosted several events in San Fransisco, including a breakfast session on thought leadership, 1:1 meetings, and two happy hours.
To target attendees to invite to these events, we segmented our target audience into three tiers: 1.) Dreamforce Exhibitors/Speakers, 2.) Salesforce users, and 3.) local San Francisco Bay-area companies.
Here’s why: The happy hour RSVP lists became our target meeting list.
Since we were able to make educated guesses on which accounts were likely to attend Dreamforce, the happy hour RSVPs actually identified who would be there during that time.
We then cherry-picked the best-fit prospects who registered for the happy hour, asked to schedule 1:1 meetings with them, and invited them to our breakfast session.
Since the attendee list is rarely shared – even if you’re paying to sponsor – the result was a smart, strategic, and more targeted approach for event marketing!
Dive in deeper! How to Prospect at Trade Shows: The Ultimate 10-Step Checklist
3. Location data helps marketers comply with GDPR
The marketing world got a reality-check on May 25, 2018, when the European Union’s GDPR (General Data Protection Regulation) went into effect. Under this regulation, you must be extremely careful how you market to prospects in the EU.
If there’s any chance that prospects on your target list are located in the EU, you need to know before you reach out to them. (Penalties for failure to comply with GDPR are stiff: A violation can result in fines as high as €20 million or 4% of annual turnover!)
This is especially true if you:
- rely on third-party account and contact data to fill up your sales pipeline
- add business card contact data to your mailing list automatically
- get referrals and recommendations from customers
While these lead-generation and networking tactics will undoubtedly increase your prospecting list, they also increase the chances that you may be targeting people subject to GDPR.
Vetting your targets with location data helps you properly and accurately address adhere to GDPR for protected individuals.
The reality is that GDPR is tricky, and location data may be your best defense in ensuring you don’t run afoul of this new regulatory minefield.
The United States has no GDPR equivalent, with the exception of the California Data Privacy Act, which goes into effect January 1, 2020. In fact, the name of the relevant U.S. statute says it all: It’s the (you) “CAN-SPAM” Act (but please don’t).
Read it: From our SDR with a 60% response rate: How to Heat up Cold Email with Personalization
It’s ironic that as employee location becomes less important to companies, it’s more important than ever for modern marketers!
The marketing use case for location data includes direct mail, increasing ROI at event-based marketing activities, and ensuring GDPR compliance – but it goes far beyond that.
Location data allows marketers to target prospects much more accurately – which translates to significantly higher engagement – than ever before.
Learn more about Location Data – just one of 180+ data points you can find in the DiscoverOrg platform:
- How to Prospect with Location Data (and Why Sales Should Care)
- Keep Calm and GDPR On
- [VIDEO] Why is Location Data Important for Sales?
- What is SPAM: The Truth About Cold Email
Want to know how other companies are using location data? Talk to us!