Geo Dashboarding

Sales & Marketing

Geo dashboarding: data-driven B2B prospecting by region

Geo dashboarding supports B2B marketing and sales teams in identifying and prioritizing prospecting opportunities across different geographic regions. Instead of working with fragmented data or intuition, teams gain a clear visual overview of where potential customers are located and where sales efforts will have the most impact.

The challenge: prospecting without direction

At NMBS, the B2B team is responsible for closing contracts with companies to provide train subscriptions for employees’ daily work commutes. However, several challenges limited their effectiveness:

Low data maturity: limited insight into current performance and market potential
Lack of internal alignment: no shared view on priorities or regional focus
Inefficient prospecting: no clear guidance on which companies to target

Without data insights or visual overviews, the B2B growth strategy felt like prospecting in the dark.

A data-driven approach to geographic prospecting

Geo dashboarding addresses these challenges by combining multiple data sources into one actionable view:

Internal sales and customer data
External data sources such as RSZ/ONSS
Geographic data on office and employee locations

An algorithm enriches and matches these datasets to identify potential B2B prospects and align them with ongoing sales efforts.

From raw data to actionable insights

Using this approach:

Over 4 million employees were mapped to their office locations
The share of employees with a feasible train commute was calculated, based on whether train travel time is equal to or faster than driving
Current versus potential train commute adoption was calculated per company and per region

These insights are then visualized in an interactive geographic dashboard, showing:

Where NMBS already has strong penetration
Where untapped potential exists
Which regions and companies should be prioritized by sales team

Result: focused outreach and better alignment

By visualizing prospecting opportunities geographically, B2B teams can focus their outreach on companies with the highest potential, align sales and marketing around the same insights, and move from reactive to targeted, data-driven prospecting.