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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
How much did scalpers sell those tickets for?
Jim Cox, holding his All-Star ticket, July 1952. Library of Virginia.
On my recent travels, I saw someone in the Indianapolis Airport wearing a Kansas City Royals jersey. As the World Series was about ready to begin, I, of course, went up to the fan and said, Let ‘s go Royals! a guaranteed conversation starter.
The Royals fan told me he had season tickets for the past 10 years, and didn ‘t buy them this year. He said they became too costly per game, as he wasn ‘t going to as many games recently. But what really got to him was that he looked online at ticket prices for the playoffs, and he could have paid for the cost of the playoff tickets AND his whole season at the high price people were getting for those tickets.
It is simple supply and demand. When the Royals go for 25+ years with no postseason play, you can hardly give the tickets away. When they get hot in the home stretch and make the playoffs, everyone wants to go. And not only do they want to go, they will pay dearly for the experience.
I was working with one of our Efficio clients on setting their bottom-line rates and their bump rate, so they could have inventory rates set based on their demand curve. She was having trouble with the concept and said, A political issue had to get on this week and we are sold out. They told me to name my price. I gave a rate that was so high I knew they wouldn ‘t buy, but they did! The PAC had to spend their money and had to get their message out and was willing to pay the price to do so.
That is why it is so important to price your radio and TV inventory with several factors in mind: what the demand and supply is, what you need to get to your goals, and what the market will bear. If you can ‘t supply the right number of viewers and listeners in a demographic, the demand will be lower. If you under-price and sell out, you won ‘t have enough spots left to sell to reach your budgets. And if you are pricing too high from the get-go and buyers can get the same viewers/listeners elsewhere by spending less, then you will have plenty of inventory as the demand will be low.
For most of you in sales management, this is second nature, although there are tools now to help you with your pricing so you don ‘t have to rely on your gut and get that uh oh feeling when the end of the month is looming and the harried traffic director is at your door saying no mas! For those of you on the streets, be aware that rates are not designed to hinder your sales.
And, as a sidebar, for those of you in agencies, know that when you place last minute, those in media sales are not trying to stick it to you.
Like opened champagne, fruit and tickets to sporting events, your inventory is perishable. You can hit a home run if you stick to your minimums, keep the goal in mind, and are aware of the marketplace pricing.
By Kitty Malone, Efficio Solutions Manager of Client Services
Halloween isn’t the only holiday on the calendar. Let your imagination run wild with some of these:
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