If you spend your days hunting for new sales leads, you already know the easy opportunities get scooped up fast. It’s the hidden ones—those accounts that don’t jump out at you—that really move the needle. This guide is for outside sales reps, territory managers, and anyone using Badgermaps who’s tired of missing deals that should’ve been theirs.
We’ll cut through the hype and show you, step by step, how to squeeze more out of Badgermaps’ advanced search. You’ll learn which features actually help, which to skip, and how to set up repeatable searches that fit the way you work.
Why Bother With Advanced Search?
Let’s be honest: most CRMs and mapping tools have search bars that are, at best, “okay.” They find the obvious stuff. But if you’re counting on the default options in Badgermaps to surface every lead in your patch, you’re leaving money on the table.
Advanced search lets you slice and dice your accounts by location, tags, visit history, and custom fields—so you can see patterns (and gaps) you’d miss otherwise.
Who actually benefits:
- Field sales reps with large, messy territories
- Anyone trying to get past the “usual suspects” and find overlooked accounts
- Teams who want to build repeatable, targeted call lists
If you only have 20 accounts or just use the map to plan your route, you can probably skip advanced search. But if you’ve ever thought “I wish I could just see...” about your data, this is for you.
Step 1: Clean Up Your Data First (Seriously)
Before you even think about advanced search, check your account data. Badgermaps can’t find what isn’t there, and it’s garbage in, garbage out.
What you need to do:
- Make sure addresses are complete and accurate.
- Use consistent naming for tags and custom fields (e.g., “High Priority” vs. “high-priority” will trip you up).
- Fill in missing info for the fields you’ll want to search by (like industry, last visit date, or account type).
- If you import from spreadsheets, double-check for duplicates.
Pro tip: Spend 30 minutes cleaning your data now. You’ll save hours (and major headaches) later.
Step 2: Get Comfortable with Badgermaps’ Search Panel
This isn’t just a search bar. The advanced search panel is where the real power is—if you know what to look for.
Here’s what you’ll see:
- Filter by fields: Search any field in your account list—name, address, tags, custom fields.
- Combine filters: Layer on multiple criteria (e.g., “accounts tagged ‘renewal’ AND last visited more than 90 days ago”).
- Saved searches: Set up reusable searches for common scenarios (more on that below).
What’s actually useful: Combining location and custom fields. For example, “Show me all hospitals in zip code 90210 I haven’t visited this quarter.”
What to ignore: The basic “search by name”—it’s fine for one-offs, but it won’t help you find patterns or gaps.
Step 3: Build Searches That Surface Hidden Opportunities
Here’s where most people get stuck—they just search for “all accounts in my city” and call it a day. That’s fine, but it won’t dig up the sneaky stuff.
Try these approaches:
A. Target by Neglect
Find accounts you haven’t touched in ages—these are ripe for re-engagement or upsell.
- Filter by “Last Visit Date” older than X days/weeks/months.
- Add a tag filter for “High Value” or your best-fit segment.
- Layer on location to focus on a specific area you’ll be visiting.
Example: “All accounts in Downtown tagged ‘Key Account’ not visited in the last 120 days.”
B. Uncover New Prospects in Dense Areas
Look for clusters where you have lots of coverage (and gaps where you don’t).
- Filter by industry or account type.
- Use map view to spot pockets you’re ignoring.
- Try filtering by “Created Date” to see newer accounts you haven’t worked yet.
Example: “Show me all pharmacies added in the last 6 months in my northern territory.”
C. Identify Cross-Sell & Upsell Opportunities
If you track products or services in custom fields, search for accounts missing something.
- Filter accounts that don’t have a certain product.
- Combine with visit history: “Who hasn’t bought product X, and hasn’t been visited in 60+ days?”
Example: “All clinics not using Service B, last visited over two months ago.”
Step 4: Save Your Best Searches
Once you’ve built a search that works, don’t waste time recreating it every week. Badgermaps lets you save searches—use this.
How to do it:
- Build your search with all the filters you want.
- Click “Save Search” (usually a button or icon near the search bar).
- Name it something obvious, like “Q2 Renewals - Unvisited” or “New Leads - West Side”.
When to use saved searches:
- Before a day of field visits (pull up a list just for that area)
- For weekly pipeline reviews
- When prepping for a campaign or product push
Warning: Don’t go overboard. If you have more saved searches than actual leads, it’s time to simplify.
Step 5: Use Map and List Views Together
Advanced search isn’t just about lists. Seeing results on the map can help you spot patterns you’d never notice in a spreadsheet.
What to do:
- Run your advanced search, then flip between Map and List view.
- Look for clusters or “dead zones” (where you have no accounts).
- Use this to plan more efficient routes—don’t just chase random pins.
Honest take: The map is only as good as your data and your filters. If it looks empty, double-check your search criteria before assuming your territory is tapped out.
Step 6: Rinse and Repeat—But Don’t Overcomplicate It
The biggest mistake? Overengineering your searches. If you’re adding six filters and still not finding anything new, it might not be the tool—it might be your territory data or expectations.
What works:
- Start simple: One or two filters, get a feel for the results.
- Iterate: Tweak filters based on what you see. If you spot a pattern, build on it.
- Keep notes: If a particular search surfaces good leads, save it and note why it works.
What doesn’t: Chasing “perfect” searches. You’ll end up with a graveyard of saved filters and still miss the point—talking to actual customers.
Pro Tips for Power Users
- Bulk Actions: After filtering, use bulk edit to tag or update multiple accounts at once. This is a huge time saver.
- Export Results: Sometimes it’s easier to work from a spreadsheet. Export your filtered list and slice it up as you like.
- Mobile App: Advanced search works on the mobile app, but screens are smaller. Save the heavy lifting for desktop, then pull up results on the go.
What to Ignore (and What to Watch Out For)
Ignore:
- Overly broad filters (“All accounts in New York”). You’ll get noise.
- Relying only on map pins. Some opportunities won’t be obvious visually.
- The urge to search just for the sake of searching. Have a goal.
Watch out for:
- Data hygiene issues—missing or inconsistent tags will wreck your results.
- Outdated info. If your last visit dates aren’t accurate, your “neglect” searches won’t mean much.
- Syncing problems if you use multiple systems; make sure your data is up to date everywhere.
Keep It Simple: Find, Test, Repeat
Don’t let “advanced” scare you off. The goal isn’t to build the perfect search—it’s to get a better call list and spot overlooked deals. Clean your data, start with a simple filter, see what pops up, and adjust. Most of what actually works with Badgermaps advanced search boils down to using it regularly and not overcomplicating things.
Hidden opportunities aren’t magic—they’re just a few smart filters away. Keep at it, and you’ll start seeing them everywhere.