The Marketing Operator Podcast with Fexingo · 2026-07-19 · 11 min
In this episode of The Marketing Operator Podcast, Lucas and Luna dive into a huge blind spot in B2B marketing automation: ignoring geographic and location data. They unpack why most platforms treat 'city' and 'state' fields as simple text strings rather than actionable signals, and how a B2B SaaS company - a mid-market logistics software provider - discovered that 40% of its demo requests came from regions where it had no sales coverage. The hosts walk through the fix: using reverse geocoding APIs to convert IP addresses into ZIP codes, then mapping those against sales territories to route leads differently. They also discuss why event-based triggers using geofencing around trade-show venues outperformed generic ad retargeting by 3x in one pilot. Specific, tactical, and immediately applicable for marketing ops teams. Plus: a brief, low-key word on listener support. Episode 121.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Why Your Marketing Automation Ignores ABM Intent Data66 / 100Why Your Marketing Automation Ignores SMS85 / 100How B2B Brands Wreck Pipeline with Unsyncroned CRM Data92 / 100How B2B Brands Leak Revenue via Unchecked Data Decay76 / 100Why B2B Brands Fail at Account Based Marketing Attribution88 / 100
