As advancements in technology and communications continue to encompass our everyday lives, it might seem that we are now living in a completely virtual world.

High-speed Internet is widely available, and communication tools such as text messaging, e-mail, teleconferencing, video chat and social media have made people more accessible to each other than ever before. It is tempting to believe that where we are physically located – both as a business and as a customer – no longer matters in the grand scheme of communicating with one another.

However, when it comes to growing a business, or establishing a business pipeline, geography still matters.

“Though the world is smaller, thanks to the better communication, and substantially more virtual than it was 20 years ago, geography still matters. Examples are everywhere: banks have physical branches, cable companies provide a service hardwired into homes and businesses and even wireless phone and Internet carriers utilise local towers. Insurance companies continue to rely on extensive, local agent networks. Even Amazon, the world’s largest online retailer, relies heavily on elaborate, location-based delivery networks,” says Louise Robinson, sales director of Database 360, a data owner and broker for emerging African and Middle East direct marketing lists.

“When businesses are looking to establish or grow their pipelines, they would be foolish to ignore the benefits locality can provide.”

This is especially true of businesses looking to grow into different geographical markets. The geographic footprint that outlines an organisation’s potential customer base highlights telling data – data that can make or break potential business. The key, says Robinson, is turning prospective leads into actual sales, and an understanding of the idiosyncrasies of relevant location-related customer information are essential.

Robinson points out that globalisation has effected major changes in the business environment. As the world shrinks and globalisation increases, companies are constantly changing strategies and operational procedures. Having the right information in the building of their business pipelines is the only way to ensure success.

“There is no set standard for how you categorise the opportunities in your pipeline, so every company does it differently. But the main idea remains the same. What matters most is the ability to start to calculate how to approach potential sales leads, and a good knowledge of what those leads are looking for and how business is done in those geographies is essential.”

As with any business enterprise, networking is vital to ensure an effective pipeline. The use of a third-party specialist service provider can therefore provide the necessary leads, in addition to the relevant localised knowledge that can mean the difference between a time-consuming, ineffective sales campaign and one that provides guaranteed results.

“There are several ways of growing your business by making your product or service available to a new pool of customers. Once you’ve identified a new market, it is vital to approach them the right way, and local knowledge vastly improves the chances of success. Growing your business isn’t just a worthy goal; growing your business is a necessity. With the right planning and investment, growing into new geographies can be a simple and lucrative exercise,” Robinson concludes.