The Return of the Real: Events, Direct Mail, and...Office Buildings

So where are the new (old) channels of engagement showing up?

🧑‍🤝‍🧑 Live Events & Roadshows
🏢 Onsite Meetings (yes, back in the office)
📬 Direct Mail and Dimensional Gifting

There’s a clear back to the basics movement happening in B2B. With major companies reinstating return-to-office policies in hybrid or full-time formats, face-to-face connection is coming back — not just as a nicety, but as a strategic advantage.

And in this world, the best "personalization at scale" strategy is no longer AI-written emails — it’s being there in person.

But to do that well, you need the one data layer most companies overlook:

🎯 Contact-Level Location Intelligence

If you don’t know where your contacts physically sit, you can’t:

• Invite the right people to regional events
• Route AEs based on territory potential
• Launch local gifting or direct mail
• Uncover regional buying centers for expansion
• Drive pipeline with proximity-based plays

We’ve seen this firsthand with a top-5 cloud storage company. Their field marketing team was tasked with running a national roadshow to engage existing customers and warm up new prospects.

Here’s what they did right:

1. Mapped contacts across every top account by physical office location
2. Filtered decision-makers by persona and seniority
3. Launched location-targeted invites and follow-ups
4. Routed local AEs to attend and follow up in person
5. Tracked pipeline velocity based on proximity engagement

The result?

🚀 3x higher attendance than their last virtual series
🎯 62% of attendees had an open opportunity within 60 days
💥 7-figure net-new pipeline from expansion contacts

B2B Teams Are Farming with a Shovel — It’s Time to Upgrade to a Combine

Let’s zoom out.

Most revenue teams — especially those selling into multi-location businesses — are still manually working expansion like it’s 2010:

• Searching LinkedIn for every location manager
• Cross-referencing Google Maps to verify addresses
• Praying someone at HQ can “forward the email” to the right person

It’s old-school farming: slow, manual, inefficient.

But what if your GTM team had decision-maker + location mapping baked into your CRM?

What if your RevOps engine could tell you:

• Who runs the Northeast branch of that retail chain
• Which IT Director oversees multiple campuses
• Which franchisee owns the Florida region

LeadGenius does exactly that — at global scale.

⚙️ Use Cases: Location-Aware Data in Action

Here’s how top marketing and sales orgs are leveraging this data:

• Enterprise Field Teams use it to build in-person meeting routes tied to high-value accounts.
• RevOps teams use it to allocate territories more intelligently, based on contact and opportunity density.
• Direct Mail Campaigns get triggered to the right actual office, not just HQ.
• Event Marketing sends dynamic invites based on physical proximity to live experiences.
• ABM Campaigns target local stakeholders inside known enterprise accounts.

This isn’t just about data enrichment. It’s about data utility.

The New Personalization Is In-Person

AI flooded the channels.

Now it’s time to fight noise with presence.

To do that, you need better maps.

And maps don’t start with company HQs — they start with people, tied to locations, filtered by intent.

If you're in B2B Sales or Marketing and you’re still treating enterprise accounts like single buildings with one door — you’re missing the expansion goldmine.

Let’s fix that.

Ready to Rehumanize Your GTM Motion?
We’ll show you exactly how our location-aware contact intelligence powers roadshows, field sales, and scalable expansion — without sacrificing personalization.

📍Book a call
📦 Test a custom direct mail flow
🧠 Or ask us how your contact coverage stacks up, site by site

Welcome to the post-AI era of GTM.
Welcome to Farming 2.0 — powered by LeadGenius.