Latest trends of B2B Geomarketing

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The rapid advancement of location-based technology has pushed Geomarketing to the forefront of marketing strategies.

Companies are investing heavily in geography-based marketing technologies to connect with their ideal buyers. According to the latest 2019 report from Zion Market Research, global geomarketing market spending was approximately $ 7.4 billion in 2018 and is expected to reach approximately $ 38.1 billion by 2025.

A B2B approach to geomarketing

As the B2B industry increasingly shifts towards specializing in niche products and services, finding the right niches to target is now critical to any business. Global B2C points of sale are already reaping impressive benefits by integrating location-based targeting; Timberland was able to increase its store visits by 6%, while popular fast food chain Dunkin 'Donuts reported an impressive 72% increase in click-through rates (CTR). There is no reason why B2B companies can't use a similar strategy to make their ad targeting more efficient. A B2B sales journey is quite complex and generally involves navigating through 3-5 decision makers to get to the end. B2B marketers can use geodata fingerprinting to eliminate clutter and deliver personalized, well-tailored, and segment-specific content directly to the ideal touch point. With this in mind, let's take a look at the ways that B2B companies can incorporate geomarketing into their advertising playbook.

Generate geo-targeted leads based on a specific buyer persona

A Salesforce study showed that 80% of all users who use location-based services are interested in updates from the business companies that interest them. Also, the more campaigns run, the more customer data is collected, which can be used to modify the persona of the buyer. Audiences are filtered based on their specific interests, geographic areas, the technologies they use, and the current jobs they hold. Since B2B companies seek to establish a sustainable relationship with their customers, geomarketing will allow companies to provide a personalized and relevant content dissemination strategy. Platforms like Google Ads allow you to configure campaigns by segmenting audiences based on their geographic locations.

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