Location-Based Marketing Tactics for Outbound Sales Teams

Location-based marketing can appear opaque. 

Geofencing, IP mapping, regional campaigns, city-based intent triggers—you’d be forgiven for thinking, “What a giant heap of tech jargon!”

The truth, however, is that you don’t need to be an IT expert to use these tactics to generate leads. 

With the right understanding, running location-based marketing campaigns is both straightforward and very profitable.

What Is Location-Based Marketing?

Location-based marketing is the practice of using a prospect’s real-time or physical location to trigger timely, relevant outreach—ads, cold emails, LinkedIn outreach, account-based campaigns, cold calls, and even onsite interactions.

While it’s long been common in B2C, outbound B2B teams now use it for event geofencing, regional campaigns, and competitor geo-conquesting to reach buyers when intent is highest.

Why It Matters in B2B Outreach and Outbound Sales

Imagine a cold email saying, “You’re at Moscone for RSA? We’re across the street—10 minutes for a quick demo?” 

It wows recipients. A cold pitch doesn’t feel cold anymore because you’re in the flesh, nearby. It builds that human connection.

Here’s how traditional outreach tactics compare to location-based outbound sales:

The 4 Main Types of Location-Based Marketing Used in B2B Sales

Wondering where to find those intent signals for your location-based sales campaigns?

Let’s start with fundamentals.

1. Geofencing

Geofencing involves drawing virtual perimeters around a location (venue, HQ, industrial zone, etc.) to trigger ads or outreach when a device enters or exits the zone.

Here’s a four-step guide to geofencing: 

1. 

   Pick the venue.

   
   
2. 

   Use an ad partner (e.g., ViB Tech, GroundTruth) to draw the “fence” around the venue’s GPS coordinates or Google Ads with radius targeting.

   
   
3. 

   Design creative aligned to outbound, like “At Intersolar? See how we cut solar prospecting time by 50%.”

   
   
4. 

   Sync with your outbound cadences.

   
   

2. IP-Based Company Mapping

This is when you use platforms that match website visitors’ IP addresses to corporate networks or office ranges.

For example, if a target account hits your pricing page from a city IP, an SDR gets a Slack alert. They can then send a contextual email to catch intent before it cools, or you can trigger the sequence automatically in your CRM.

3. Hyper-Targeted Regional Campaigns

These are multichannel outbound campaigns tailored to a specific metro, zip code, or city. 

For example, a marketing team might prepare a campaign targeting companies within an exact service radius with awareness-generating ads. As this generates inbound leads, sales reps could send city-specific case studies to begin the nurturing process. 

4. Traveling Reps and City Triggers

Similar to regional campaigns, SDRs prepare lead lists and radius-based cadences when they travel to a new city or an event.

The simplest way to do this is to open LinkedIn Sales Navigator and sort leads by a city. Save the lead list and send a personalized connection request or InMail to nearby prospects, like “Hi Matt, I’m in town this week, coffee?”

Automate your outbound with an AI BDR

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How B2B Sales Teams Use Location-Based Marketing: 4 Real-World Examples

You’ve made it to the best part. 

Here’s a selection of jaw-dropping recent case studies on how B2B companies have benefited from location- and intent-based marketing. 

Hyper‑Targeted LinkedIn and Google Display Campaigns for Telecom & Infrastructure Players 

Unite Private Networks (UPN), a fiber-optic provider, hired Play Creative to run hyper‑targeted LinkedIn and Google display campaigns around six specific cities in the US to promote its private fiber network services.

Each geofenced region had its own ad group and tailored landing page. Leads were routed directly to local sales reps thanks to automated territory assignment in the CRM.

Results: Over 35,000 clicks, a 1.12% CTR, and more than 3.4 million impressions. The region‑specific approach delivered relevant traffic to local reps and helped UPN fill the pipeline with new accounts.

Out‑of‑Home Advertising for Tech Companies

Artisan’s “Stop Hiring Humans” campaign in San Francisco flipped the perception of billboards for lead generation in tech. 

Our team was bold enough to load the city with provocative messages—at bus stops, on metro stations, and on billboards. You could literally see us everywhere. 

The results didn’t take long to show:

• 

  Recognition in San Francisco surged from 5% to 70% among new acquaintances.

  
  
• 

  Brand search grew by 197%. 

  
  
• 

  Major outlets wrote about Artisan: SF Gate, Breitbart, Gizmodo, TechCrunch, and HubSpot.

  
  
• 

  A Reddit post reached 35,000+ upvotes, and a tweet about the campaign amassed 250,000 impressions.

  
  
• 

  1000s of sales meetings were booked.

  
  
• 

  Artisan generated $2M in new ARR.

  
  

Event‑Based Geofencing Campaigns

Highmark TechSystems, a modular exhibit designer, worked with Proof Digital to geofence the Experiential Marketing Summit (EMS) 2024 in Las Vegas. Their goal was to generate new leads via website forms and in-person conversations.

Proof Digital came to the rescue with a street-smart approach.

They set up a digital geofence around the convention center and ran display ads featuring EMS branding to attendees’ mobile devices. 

They also initiated a new landing page with an experiential marketing offer promoting Highmark’s services, website pop-ups, and a blog post surfacing the top three reasons to choose Highmark for outdoor event marketing. 

Highmark saw results in just three days:

• 

  The geofencing campaign generated 10,000 impressions. 

  
  
• 

  Highmark’s website saw a 195% increase in page views.

  
  
• 

  The website saw an increase of 258% in visitor numbers. 

  
  
• 

  There were 300 form submissions.

  
  

Google Maps Prospecting for Targeted Outreach

Monalee, a solar company, creates over 300 customer proposals per day with 30% more targeting accuracy. They leverage “hidden” Google Maps features like Solar to gather key rooftop data, like measurements, elevation, and building outlines, and develop highly personalized campaigns.

Simple geoframing of this type can boost B2B lead conversion rates by 30%, as targeted follow-up content closely aligns with prospect interest and behaviors, according to an AdWeek study.

Benefits of Location-Based Marketing in B2B

Location-based marketing in B2B is all about timing and relevance with laser-focused messaging. It’s meant for small segments of high-value leads that are hard to reach otherwise.

Here’s a rundown of the benefits of location-based marketing in B2B. 

Higher Engagement and Conversion Rates

Outbound outreach that uses localized, context-rich triggers drives stronger engagement because it’s timely and relevant. 

For instance, geo-targeted push notifications deliver a 3.8% conversion rate, according to research by SingleGrain. That’s more than double the 1.5% for non-location-based messages.

Better Resource Efficiency

Geo-targeting and geofencing concentrate your efforts on accounts that matter in high-value zones, like conferences and cities. 

That lets smaller outbound teams be more strategic with outreach and make the most out of every prospect.

Personalized Buyer Experience

Referencing local events, seasonal pain points, or regional success stories—all these location signals enrich outbound messaging in a way prospects notice and remember.

When you combine localized outreach with targeted marketing, you create a level of personalization that’s practically impossible for leads to ignore. 

Competitive Advantage

Guess how many B2B sales teams use location-based marketing in their outbound efforts?

A meager 6% of B2B companies consider themselves advanced in using data-driven insights for business decisions, despite 67% of them reporting using omnichannel go-to-market methods.

Revenue-wise, the gap is more evident; B2B companies that successfully embed omnichannel show EBIT growth of 13.5% compared to the 1.8% achieved by less digitally enabled sales teams.

Trends and What’s Next in Location-Based Marketing

New data regulations, data privacy concerns, and AI penetration are reshaping how outbound teams can use geo-targeting. 

Here are four major trends to watch for to refine your location-based marketing tactics.

Privacy and Data Regulations

With GDPR, CCPA, and mobile opt-in policies tightening, only opt-in, transparent location tracking will win trust. Outbound teams should lean on tools that anonymize, aggregate, and clearly show users what data is collected. Compliance and transparency are compulsory.

Combining Location with ABM with Intent

B2B companies use, on average, over 10 marketing channels to seal the deal, according to McKinsey. If you don’t want to lose your market, skill up. Learn GTM tactics to blend intent data and location signals in ABM campaigns.  

AI and Automation Make This Scalable

AI sales employees like Artisan’s BDR Ava turn location cues and buyer intent data into personalized outreach at scale. Ava respects the time zones of recipients and can inject city names into the subject lines, for example. Ava also detects local events and can craft sequences automatically. 

Tech Improvements: 5G, IoT, AR

Indoor 5G infrastructure, key for high-precision tracking, is expanding. GMI estimates that the global indoor 5G market will grow from $16.3 billion in 2024 to $18.1 billion in 2025, heading toward $68.4 billion by 2034.

This means ultra-reliable, low-latency indoor location accuracy is becoming mainstream. For outbound marketing and sales, it implies that ad activations can match precisely when a prospect arrives at a venue or booth. Although it sounds a bit sci-fi, this is what lies ahead.

Location-Based Marketing with Artisan

Location signals only matter if your team can act on them instantly. That’s where Artisan helps with intent-driven, automated outreach that feels personal at scale.

Ava Automates Location-Based Triggers

Our AI BDR Ava enriches leads with geo data and watches for location-related signals like events, IP, and city matches around the clock. Every morning, you’ll either get a portion of fresh intent data or automatically launched campaigns. Your SDRs can set up both modes: autopilot and semi-automation.

Multi-Channel Outreach Execution

Ava sequences personalized campaigns across LinkedIn and email while also updating lead records in your CRM, coordinating execution across your GTM stack.

Built for Fast Teams (No BDR? No Problem)

Artisan is built to help lean startups and mature enterprises alike. For startups, Ava handles everything: prospecting, geo-personalization, follow-ups, and outreach analytics. For mid-market and enterprise companies, she consolidates fragmented tools and creates one streamlined outbound system.

Ava’s Got the Coordinates, You Handle the Close

Location-based marketing is a powerful—and very underutilized—lead generation tactic. Yes, it takes some time and resources to implement the necessary workflows and tech needed to geo-target people effectively. But these investments will more than pay over the long run. 

In addition, next-gen AI tools like Artisan add a powerful layer of automation and efficiency. This allows your sales reps to focus on what’s truly important—cultivating real, human relationships. 

Automate your outbound with an AI BDR

Meet Ava—your AI BDR who handles prospecting, outreach, and follow-ups, so your team can focus on closing.

Book a Demo