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I Had No Idea She Was Allergic to Seafood! Ways to Manage Your Contacts in Media Sales

by | May 28, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • 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:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • 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!

Let's Talk Data Enrichment!
use your media sales CRM to manage clients Use your media sales CRM to give your memory a boost when you write emails to your clients.
Gas sentry from the Scottish Highlands reading a letter from home on the British Western Front during the First World War. National Library of Scotland.

On my birthday recently, I was secretly very happy about how many of my friends sent me good wishes through social media and email. I use the term friends broadly, because it was a conglomeration of old and current friends, past and present business associates, and acquaintances from my jobs and travels around the world. The fact that they all remembered my birthday is gratifying indeed!

Now, I know they didn’t all “remember” my birthday. None of them actually REMEMBERED my birthday. They had prompts on social media, Outlook, or a CRM tool reminding them to make me feel special. These organizational tools will make you look good in media salesand they can make you money!

For example, in Efficio we have an eMarketing tool that allows you to send personalized emails to groups; and you can group according to job title (owners or media buyers), professional preferences (ratings info or sports opportunities), or personal preferences (concerts, theater, or movies). A media seller can look like they have a great memory (and like they really, really care) by sending emails about their contact’s interests, and starting with I remember you told me you would be interested if we had anything related to sports, and we do have an opening in the scoreboard show…

A few points about the importance of maintaining your contacts’ info, likes and dislikes in media sales:

  • Set aside time regularly to add and update your info. In one of my birthday wishes, someone asked me how my mother was, as they enjoyed chatting with her when she called into the station. She died six years ago. Oops. And you really should know if one of your media buyers has moved on, don’tcha think?
  • Get some kind of system to help you. An e Marketing tool, which you can use to send mass personalized emails, will really help, especially if you want to send a lot of ratings info, packages or a newsletter. You DON’T want to send an email to a prospect with your entire account list in the To: area. That tells your contact that they are one of many, not special, and that you might be working with some of their competitors.
  • Many of your media sales relationships are virtual, so reading their office to see where they went to school or how many kids they have is impossible. Take the time to find out what you can through conversation and by listening, and relate to them. Make notes in your system so you can bring up their latest vacation or the concert they were excited to see.
  • Focus your emails and phone calls to your contacts on the things they care about. Offering Disney on Ice tickets when the buyer has kids in college tells her you don ‘t know her, and you are actually wasting her and your time. But offer her tickets to see her favorite artist in concert and you will have her attention! Remember your clients ‘ culinary likes and dislikes too. If they are allergic to seafood, lunch at Red Lobster will not be a treat!
  • Your contacts know you had help with your memory, but they don ‘t care. They DO care that you took time to make a note of something that is important to them at some point, and that you thought of them.

So, how was your Memorial Day holiday? I remember you were going to the lake

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