POI Data for Lead Generation: Automating CRM Enrichment and Territory Planning

The Supercharge Your Revenue with Places Data blog touched on why marketing and sales teams need POI (point of interest) data to identify ICPs and optimize  the “top of funnel” pipeline. Here, we’ll discuss how marketing and sales teams further leverage high quality POI data for integrations that help scale many of the next steps in a sales process.

Automating Lead Generation with POI Data

Lead generation depends on accurate and detailed business information. A high-quality POI dataset ensures your team spends less time on manual research and more time engaging prospects.

CRM Integration

Most CRM (Customer Relationship Management) tools require sales reps to input a long list of details for each prospect: physical address, company website, phone number, business category, etc.

A POI dataset containing this information can autofill these fields when integrated with CRMs — saving time and reducing data entry errors.

Example:
A company selling point-of-sale systems to fine dining restaurants in the Phoenix metro area might gain “The House Brasserie” as a qualified lead. SafeGraph Places Data can automatically populate the following fields:

• Location_name: The House Brasserie
• Street_address / city / region / postal_code: 6936 E Main St, Scottsdale, AZ 85251
• Naics_code / sub_category / category_tags / service_options: 722511 / Full-Service Restaurants / Fine Dining, American Food, Steakhouse / Accepts Reservations, Offers Catering, Private Dining
  
• Phone_number: +1-480-634-1600
• Website: https://thehousebrasserie.com

Workflow Automation

The best sales reps look for ways to automate manual research so they can spend more time progressing deals. A high-veracity POI dataset with monthly updates enables teams to receive alerts about important account changes.

Example:
A salesperson covering Home Depot doesn’t need to manually track openings and closings. With SafeGraph data, a newly opened store can be flagged as a new opportunity:

• Placekey: 222-224@3x5-6kn-9vf
• Brand: The Home Depot
• Street_address / city / region / postal_code: 4515 S Regal St, Spokane, WA 99223
• Opened_on: 2025-06
  

With this automation, sales teams can act on opportunities as soon as they appear.

Territory Optimization

Sales leaders face the ongoing challenge of designing territories that maximize revenue potential. Territory models depend on the quality of their inputs, and POI data with rich metadata and frequent updates is essential.

Common POI Data Inputs for Territory Optimization

• Category_tags, amenities, service_options: Differentiate similar businesses (e.g., sushi restaurants with outdoor seating vs. burger restaurants offering delivery).
• Opened_on / closed_on: Identify whether a market is growing or declining based on business turnover.
• Wkt_area_sq_meters (polygon footprint): Estimate gross revenue per square foot or filter businesses by footprint size.
• Latitude / longitude / street_address: Precisely locate businesses and cluster opportunities for efficient travel and territory design.
  

By incorporating these inputs, sales leaders can create balanced, high-performing territories that reduce wasted time and maximize market coverage.

Key Takeaways

SafeGraph Places Data transforms how marketing and sales teams approach growth. By integrating detailed POI data into CRMs, automating workflows, and improving territory design, revenue teams can:

• Save hours of manual research and data entry.
• Discover new opportunities automatically.
• Build territories that reflect real-world market potential.
  

The result: scalable, automated lead generation that drives predictable revenue growth.

Learn how SafeGraph Places Data powers CRM integration, workflow automation, and territory optimization to scale lead generation and revenue.