Audience building

Direct mail audience

Direct mail programs only work when the package actually lands at your ICPs desk. This requires you to know their company address, and make reasonable assumptions to infer if your ICP works out of their employer’s office.

As a result of this complication, a direct-mail audience needs more than a company list and matching job titles. For each account, you need verified office addresses, people who match your ICP, and a reasonable signal that each person works near one of those offices.

The notebook combines office research, Sumble's people data, geocoding, and distance calculations into one list you can review before anything ships.

Verify every company office

A target company may operate offices in several cities. Sending every package to headquarters ignores the offices where recipients may actually work. For a recent Sumble direct mail campaign, we found that 45% of our prospects didn’t work in cities where their company’s HQ was located.

There are several places to pull company office address. These include company websites, contact pages, careers pages, reports, property listings, and legal pages. The catch is that they can also contain former offices, registered-agent addresses, mailboxes, coworking spaces, or just have badly formed text that looks like an address.

This is the first step that this notebook does. The notebook researches several sources in parallel, keeps the evidence behind each address, and separates verified offices from locations that need review. Weak or contradictory addresses do not enter the final audience match.

It also ensures that the address is more than just a phrase or a string. It also parses each extracted address against this criteria:

• Does the address come from an official company page?
• Does the page describe it as a physical office?
• Can another source confirm it?
• Can the complete street address be geocoded?
• Is there any evidence that the office has closed or moved?

Find people beyond the contacts in your CRM

Your CRM contains the people your team has already met, imported, or enriched. However, most marketers would agree that it misses many people who fit the campaign at your target accounts.

Sumble searches beyond those CRM contacts. It connects people to their current employer and provides structured fields for job function, seniority, title, profile location, and LinkedIn profile. Start with the target accounts, choose the functions and seniority levels you care about, and set a limit per company so one large account does not consume the campaign budget.

One campaign might target controllers and accountants above the director level. Another might target security leaders or senior marketers. The result includes people your team has never met or added to the CRM.

Filter by distance to nearest office

The notebook geocodes every verified company office and the location listed on each person's professional profile. It then calculates the distance from each person to the nearest company office.

If someone lists San Jose and works for a company with a verified San Jose office, that person is a stronger direct-mail candidate than someone hundreds of miles away. You can set the acceptable radius to 10, 25, 50, or any other number of miles.

Do note that this is a prioritization signal, not proof that someone commutes to the office. A Linkedin location of a person is not a home address, and proximity does not confirm attendance. But it is a better basis for an office delivery than assuming every employee works at headquarters.

What the notebook does

The notebook breaks the work into steps you can inspect:

1. Paste or upload company domains.
2. Resolve them to organizations in Sumble.
3. Research and verify each company's offices.
4. Choose job functions, titles, and seniority levels.
5. Search Sumble's people data.
6. Geocode person locations and calculate the nearest office.
7. Filter by radius and limit the number of people per company.
8. Download the results.

The notebook shows the company matches, office evidence, generated Sumble query, people results, geocoding, and final distance calculation before you move forward.

At the end, it produces two files:

• offices.csv, with researched offices, coordinates, sources, and validation decisions
• audience_results.csv, with matched people, nearest office, distance, and LinkedIn profile

The result is a short list of people for whom an expensive direct-mail gift is defensible, instead of a broad list built on the hope that everyone still works at headquarters.

We provide the sumble-direct-mail-audience skill. It installs the complete Marimo notebook, walks you through saving Sumble and Parallel API keys locally, and opens the notebook on your computer.

npx skills add SumbleData/sumble-skills-public --skill sumble-direct-mail-audience

Email audience

Coming soon.

Events audience

Coming soon.

Paid ads audience

Coming soon.