Independent media and growth agency, Magic, has launched a proprietary Buyer Density Analysis tool, designed to change the way B2B marketers optimise media planning, prospecting and market expansion.
The product, developed in-house by Magic specifically for B2B organisations, uses privacy-compliant individual, business and geographic data to accurately identify where a company’s ideal customers are concentrated. This allows marketers to make smarter decisions about media investment, budget allocation and sales targeting.
The analysis tool maps where a company’s ideal customers are geographically concentrated at a postcode level. It then ranks every postcode by its likelihood of containing a client’s target buyers and then turning that into a prioritised view of where the business’ marketing and sales effort should be concentrated.
The model combines ABS Census and workforce individual data, filtered by occupation, demographics and household characteristics. The characteristics include business data ranked by industry, company size and business density and geographic data, using postcode mapping, regional concentration and market density.
The tool then produces a scored, ranked map including postcode-level opportunity scores, weighted to the client’s ideal customer profile, and customised to their specific marketing objectives.
The model becomes more powerful when Magic integrates a client’s own CRM data alongside its third party data sets. By layering a client’s actual customer records, won deals and highest-value accounts over the Census, business and geographic data, the model is calibrated against proven buyers rather than a generic ideal customer profile.
Magic has already trialled the new model with businesses across a range of verticals, including cyber security, commercial property, professional services, facilities management and logistics. Clients recorded a 20 per cent to 30 per cent decline in media wastage, compared to broader media activity.
“Most B2B companies know who their ideal customers are, but they have no structured view of where they are – which postcodes, which regions, and which markets contain the highest concentration of their future buyers,” said Magic chief executive Shah Ghaffurian.
“We’ve built a model that maps buyer concentration at a postcode level, so marketing decisions are based on data rather than assumptions. The output is practical – a scored, ranked map that tells a marketing and sales team exactly where to focus their efforts, and where to avoid wasting their budget.”
The results have enabled marketers to transform their operations, improving budget allocation by investing in more high-opportunity markets and pulling back from low-buyer concentration regions, while also increasing efficiency, reducing wasted media spend and focusing sales efforts where the pipeline potential is highest.
It also enables smarter media planning, identifying where channels like BVOD, YouTube, radio, display and out-of-home will generate the most relevant reach.
“The Buyer Density Analysis Tool changes how marketers weigh and schedule activity. They’re able to clearly see areas of wasted media spend, poor market prioritisation and that invisible ‘white space’ where there’s underserved markets, untapped geographics or areas of genuine commercial opportunity that haven’t been activated,” Ghaffurian added.
“As businesses face increased budget scrutiny, efficiency becomes the foundation of sustainable growth, ensuring every media dollar delivers measurable business value. Whether you’re an established organisation, or a company entering the market for the first time, this tool allows businesses to reach niche or hard-to-find audiences at scale.”
Magic is initially offering the Buyer Density Analysis tool free of charge.
