Email Marketing for Media Sales: Three, Two, Oneâ¦E-Blast Off!
by ShareBuilders Team | Feb 25, 2013
Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?
Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.
That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.
The Hidden Cost of Cold Calls
Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.
It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.
Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.
Smarter Outreach Starts with Enriched Data
Imagine opening your CRM and instantly seeing:
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The correct contact with title, email, and phone number
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A full DISC assessment of the contact you are reaching out to
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Pain points and insights for every account
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Brand logos, colors, and taglines
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Past activity and pending revenue, all in one view
That’s not a dream — it’s data enrichment done right.
Powering Personalization with Purpose
Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.
Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.
With the Data Enrichment Assistant, your team can:
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Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.
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Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.
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Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.
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Accelerate Sales Cycles: Spend less time researching and more time selling.
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Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.
More Than a Tool — It’s a Revenue Strategy
Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.
For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.
Built for Media Sales. Backed by ShareBuilders.
At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.
So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.
Ready to Activate Warm Leads at Scale?
Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!
Are you still sending emails one at a time?
Postman at letter box, New York City, c. 1896. Library of Congress
Media sellers and managers are always looking for easier and more efficient ways to reach their customers and prospects with ideas and proposals. What if you could send 20, 50 or 100 personalized and tailored emails at once, instead of one at a time, like many of us do today?
Most media sales folks waste an excessive amount of time sending one email at a time to clients and prospects in order to pitch a schedule for next month or to recommend an upcoming station event. Of course, I get that, because that ‘s what email is for and we have tools that do that really well. It just takes so much time out of the day and really prevents sellers from working through their list more deeply. That prevents them from making more money, which is still what it ‘s all about.
As it turns out, email is still the most successful marketing tool, according to research provided by the Columbus, Ohio-based ad agency, Creative Spot. They compared the marketing power of email vs. social media and stated in a recent newsletter that, . . . email is still the single most popular online activity. About 94% of internet users send or read email, while about 61% access social media. You can check out their blog here.
So, imagine if you could send 10, 20 or 50+ personalized emails (addressing recipients by first name) at once to all your clients who spent digital money with you last March, or who expressed interest in your station events, or who are all in the automotive category? If you could do that, you ‘d be sending a message that is tailored to your clients based on their common spending history, sponsorship interest or industry category. And, you ‘re communicating with many more prospects at once, making you far more productive and efficient at work! Oh yeah, and you can make a lot more money too!
So, How do you do it? you ask? First, there are a number of account management and CRM (customer relationship management) systems that can provide with adequate tools to help you get this done, such as ACT and Goldmine. You pay the software fee and an additional fee, since both of these companies work through a third party provider for email marketing. These systems aren ‘t built to communicate with your traffic system, so you will have to research that part and put together your email list manually.
Then, there are the popular email marketing companies like Constant Contact and Mail Chimp, which provide nice templates and let you send out customized email blast campaigns. They also track who opens and clicks on your emails, which let you track your impact. These companies don ‘t provide CRM or account list management systems, so you have to send them a CAN-SPAM compliant email list for them to send on your behalf. Again, you ‘ll probably have to put that list together manually, since they don ‘t integrate with your traffic system.
Finally, Efficio Solutions offers the Efficio product, which is a web-based media sales account management and CRM system that does integrate with your media traffic system and has a built-in email marketing system. Find the system that works best for you and your station and email blast away. You will quickly see substantial improvements in efficiency and productivity, which will help you monetize your investment and make more money! In my next blog, I ‘ll share with you some great ideas and best practices for email marketing if you ‘re in media sales. Stay tuned!
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