“LeadGenius sourced our unique account fit attributes.”
Global Director, Account Based GTM Strategies (ABM/ABX)
- 9x ROI on LeadGenius investment
- Fuller buying committee coverage
- 150% increase in closed-won opportunities
How LeadGenius helped a regional telecom provider close a massive visibility gap in their serviceable footprint and build a campaign-ready audience for direct mail and outbound.
The Challenge: Fiber in the Ground, Blind Spots on the Map
For fiber and telecom providers, growth comes down to a deceptively simple question: which businesses are located close enough to our fiber lines to buy from us — and who should we contact there?
This provider, like most, had a patchwork of legacy account data, CRM records, ZoomInfo, Data Axle-style datasets, purchased lists, and internal network footprint files. The problem: these sources rarely agreed with each other.
A business might sit squarely inside the serviceable area but be missing from the CRM. Another might appear in ZoomInfo at the wrong address, with a contact who left two years ago. And an entire layer of small and regional businesses never made it into national B2B databases at all.
The Core Data Gaps
- Missing small and regional businesses inside target service areas
- Incomplete or outdated contact coverage for known accounts
- Limited visibility into who should receive direct mail
- Poor alignment between geocoded service areas and actual business locations
- Inconsistent names, titles, and personalization fields
- Disconnects between CRM records, legacy data providers, and real-world presence
Before the marketing team could launch territory-based campaigns effectively, they needed answers to four questions: Who is actually there? Who do we know? Who are we missing? And who can we message?
The LeadGenius Approach: Territory Mapping + Bespoke Discovery
Rather than pulling another prebuilt list, LeadGenius built a custom data workflow around the provider’s actual commercial footprint.
The Process
- Mapped target territories around existing and planned fiber lines
- Identified businesses within defined distances of serviceable areas
- Compared the discovered universe against CRM, ZoomInfo, and Data Axle records
- Surfaced net-new businesses missing from all legacy data sources
- Enriched known accounts with contact details, names, titles, and outreach fields
- Delivered a campaign-ready audience for direct mail, email, calling, and outbound
The goal was never just another list. It was a usable, localized, multi-channel campaign audience that reflected the real market opportunity inside each fiber footprint.
Key Result: 40% Additional Business Coverage
When LeadGenius mapped target markets — including areas like Peoria, Illinois — the provider discovered a major visibility gap.
LeadGenius identified approximately 40% more businesses in target territories than the provider could see through any existing internal or third-party data source.
That additional coverage mattered because these weren’t abstract accounts in a national database. They were businesses located in or near fiber-serviceable areas. For a telecom provider, that distinction is critical: a business outside the footprint may be interesting someday, but a business inside the footprint is a campaignable revenue opportunity now.
Contact Coverage: From “Current Business Owner” to a Real Name
For accounts the provider already knew, LeadGenius added or improved first names, last names, job titles, email addresses, mailing details, normalized company names, websites, location details, and additional decision-maker and influencer contacts.
This let the team move beyond generic business mailers. Instead of addressing “Current Business Owner,” they could personalize outreach with real names, roles, business context, and location-specific messaging.
Campaign Impact: Healthier Outreach Across Every Channel
With more complete account and contact data, the provider ran campaigns with better targeting, cleaner segmentation, and stronger personalization.
- Open rates: improved across email campaigns
- Response rates: higher across direct mail and outbound
- Click-through: better engagement with cleaner targeting
- Personalization: real names and roles replaced generic mailers
- Territory coverage: more complete mapping of serviceable areas
- Data confidence: fewer wasted touches on low-quality records
Why Generic B2B Data Falls Short for Fiber
Fiber providers aren’t selling into an open national market. They sell into specific serviceable geographies — often down to the street, building, industrial park, or office complex.
The best audience isn’t “all businesses in Illinois” or “companies with 10–500 employees.” It’s businesses physically near your fiber infrastructure, matched to the right decision-makers, enriched with usable contact details, and ready to activate across every channel.
ZoomInfo and Data Axle provide broad market coverage, but they were never built to solve highly specific, territory-based fiber growth problems. They routinely miss local businesses, misalign locations, carry stale contacts, and know nothing about serviceability constraints.
LeadGenius filled that gap by building a custom audience around the provider’s actual growth motion — combining web-scale research, geospatial context, account discovery, contact enrichment, and campaign intelligence into one deliverable.
Business Outcomes
- Discovered approximately 40% additional businesses in target fiber territories
- Improved contact coverage across known and net-new accounts
- Added first names and personalization fields for direct mail
- Improved cold outreach health across email and direct mail
- Increased open rates, response rates, and click-through rates
- Reduced reliance on incomplete legacy databases
- Built more accurate campaign audiences around actual fiber serviceability
- Gave marketing, sales, and operations teams a clearer view of local market opportunity
