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Let it Snow, Let it Snow, Let it Snow, ‘Cause You Can Work in Your PJs

by | Feb 20, 2015

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
media sales working from home on snow day Are you feeling like this?
Ice cased (moulting) Adelie penguins after a blizzard at Cape Denison, Antarctica, c.1912. Photograph by Frank Hurley. State Library of New South Wales, Australia.

With all respect to my west coast friends, the rest of us are freezing. I flew over Washington DC yesterday to look down on a frozen river, snow and ice. It was snowing, blowing and frigid cold when I got on the plane in the Midwest, frigid cold when I got off of it in the East, and cold cold cold in between. Schools were closed from snow and below zero temperatures. A coworker from the often balmy southeast had frozen pipes. Businesses were closed, and even our media customers were working from home.

A snow day means a vacation day, right? Not in media sales! We are too connected to let it go on a day that is not reserved for a true vacation or illness. And even then, who among us doesn ‘t check email or take that quick call from the client? Make the best of your homebound snow/cold day!

  • Use technology. You can work on presentations, send emails, and even make phone calls (YES, ACTUALLY TALK TO SOMEONE!) and no one will ever know this was done while you were in your footy pajamas.
  • Break your routine. How cool is it to be wearing fleece-lined sweats and a hoodie while working? Relax and look at the business of the day differently. You may come up with some good copy ideas or not care so much about that account you have been clinging to when you are in different surroundings and a different mindset.
  • Clean your house. Not your real one, although you ARE but a few steps away from the vacuum. Clean up your House of Accounts. Make a list of those to drop and those to move to a higher priority. For the latter, make a plan to move them through the sales funnel. You never have time to do this at the hectic station. You do now, while those daytime tv shows keep you company in the background.
  • Do a Facebook brainstorming session. Ask for ideas for kinds of businesses that will need advertising after temperatures warm up. Plumbers will have plenty of calls to fix broken pipes and roofers won ‘t be able to keep up with repairs needed to shingles or rot from icy moisture. So who else will have needs? As your Friends. They are bored, too, and like to offer their opinions.
  • Be ready to hit the ground running when things thaw. You made appointments on the phone, you caught up on your paperwork, you made plans for top priority accounts, you have ideas for new categories. Spring into life once your clients are back to normal on their ends.

Hang on, most of America. Make the best of snow days. Work a little, relax a little, work some more, then go out and build a snowman (doesn ‘t have to be a snowman!).

By Kitty Malone, Efficio Solutions Manager of Client Services

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