Magic launches postcode buyer density tool for B2B

Magic has launched a Buyer Density Analysis tool for B2B marketers that identifies where a client's target customers are concentrated at postcode level.

Developed in-house, the product uses individual, business and geographic data to rank postcodes by their likelihood of containing a client's target buyers. The analysis is intended to guide media spending, budget allocation and sales targeting.

The model draws on ABS Census and workforce data filtered by occupation, demographics and household characteristics, alongside business data on industry, company size and business density. It also uses geographic inputs, including postcode mapping, regional concentration and market density, to produce a scored map tailored to a client's marketing aims.

It can also incorporate a client's own CRM records, including won deals and higher-value accounts. By adding first-party data to external data sets, Magic says it can calibrate postcode rankings against areas where customers have already been converted and retained.

Trial results

The agency has tested the tool with businesses in cyber security, commercial property, professional services, facilities management and logistics. In those trials, clients recorded a 20% to 30% decline in media wastage compared with broader media activity, according to Magic.

The product is aimed at B2B organisations that know the profile of their preferred customer but lack a detailed geographic picture of where those buyers are located. That gap can affect both media planning and sales prospecting, particularly when budgets are under pressure.

Shah Ghaffurian, Chief Executive Officer of Magic, said the tool was built to give marketers a clearer geographic view of demand.

"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," Ghaffurian said.

"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."

Magic says the ranked output can be used to identify stronger and weaker markets, helping businesses shift spending away from lower-opportunity regions. The analysis can also highlight areas with limited current activity but a higher concentration of potential buyers.

Media planning

The agency says the tool can also inform channel selection by showing where broad-reach formats are more likely to reach relevant audiences. It cited BVOD, YouTube, radio, display and out-of-home as examples of channels that could be planned using the postcode-level analysis.

Ghaffurian said the model changes how marketers assess both waste and opportunity.

"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 are underserved markets, untapped geographies or areas of genuine commercial opportunity that haven't been activated," he said.

"This is broad-reach audience analysis for media budget optimisation. B2B companies will be able to improve their sales targeting by using our postcode-level insights to prioritise prospecting, sharpen their account-based targeting and improve the likelihood of reaching the right people in the right places.

"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 to businesses seeking a clearer picture of where their audiences are located.