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Kitty Malone is Not Giving Up On This!

by | Sep 17, 2014

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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 powers for good Provide to your clients the three squares a day of the advertising world frequency and consistency.
Schoolchildren line up for a free bowl of soup and a slice of bread during the Depression, 1934. Sam Hood, photographer. State Library of New South Wales, Australia.

Last week I challenged several friends and colleagues in media sales to help their local food banks. The main challenge was to run some spots in prime time, and if you couldn ‘t or wouldn ‘t, to fill a bag of food for donation or to donate financially online. I was so excited about this I assumed that everyone would jump on it. Instead, I discovered the reality of running one spot people didn ‘t read it, life got in the way and they forgot, they were on vacation or at a convention, and some flat-out ignored me!

This must be what our clients feel like when they invest what seems like a fortune to them for a spot or two runs, and people aren ‘t lining up outside of their doors to buy their products or services.

Just as they are proud of their businesses and their shiny new spot featuring their showroom/dog/grandchild, I know my idea to use the social media challenge forum is a good one for a good cause. Like them, I just have to be a little more patient and let the word get out and spread. Did somebody say frequency and consistency?

Frequency and consistency is important because research shows it takes three-plus times exposure to a message to act on itand it might be even more in this day of a constant barrage of information. Also, just as my friends on vacation weren ‘t on my frequency last week, customers may not be in the market for that product or service at that moment.

How that applies to media sales is to keep in front of people, respecting that they may not be in the buying cycle right this second. As they may be later on, keep good records, such as those possible in a CRM system, to remind you when you saw them last and when it is time to see them again.

Because I try to practice what I write, you are going to hear more about our Media Food Bank Challenge until you catch on and jump in the game. Again, the challenge is as follows:

  • Run five PRIME TIME spots/PSAs/remote cut-ins/whatever works for you for your local food bank or food drive.
  • If you cannot or will not, you must fill a grocery bag with food and give it to said food bank or food drive, or donate a minimum of $20.
  • Call out three of your media friends across the country to do the same (the best ideas are, after all, usually borrowed from somewhere). They have 24 hours to accept your challenge and a week to get it done. You can have fun with this. For example, challenge a friendly competitor that you know is sold out in prime time.
  • If more than one person at one station is called out, run five PRIME TIME spots per person. It is called a campaign, and works quite well (yes that is sarcasm).
  • Get creative in how you show your support and call out your friends. Post on this blog (or send to me) a picture of the traffic order, a remote at a grocery store, a video of a meeting with your local food bank, a creative spot or anything that shows you completed the challenge. If you aren ‘t in media and want to join in, here is your chance to get creative about what you do based on the business you are in. This, my friends, is where the fun comes in.
fishes-loaves “Loaves & Fishes” representing Emily Cox’s donation to the Loaves & Fishes Food Bank in Greenville, South Carolina.

I called out Jeff Husted of the Kansas City T-Bone. He responded that he would, and promised a picture and results. Same with Nicole Ovadia from Emmis New York. TV Seller Extraordinaire Emily Cox, and Efficio ‘s own Education Director LeAnne Bader accepted and called out three of their friends. Emily even sent a picture! Still waiting for Greg Slavik of Earls Branson and Alpha Media ‘s Ed Dorsey, and several Efficio family members. But I know they will come through. Until the do, they will hear from me frequently and consistently.

If you want to join the challenge on the ground floor, jump in! Use Facebook, Linked In and our sites to call out your friends, and send us your results to be posted!

By Kitty Malone, Efficio Solutions Manager of Client Services

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