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Two Tips to Make Your Trade Show Experience Worth It

by | Sep 21, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!

It ‘s our industry ‘s trade show time again, and for many of you, you might be the sole representative from your stations or even your group. You may be on a mission to find a new vendor. You may be having a meeting of the minds with others in your group. You may be going to learn about new programs or ways of making money. Whatever your reason, your success can boil down to a couple of key tips:

  • Just like realtors have the joke about location, location, location, we in media sales can spout a similar mantra of relationship, relationship, relationship! A wise owner told me many years ago that people like to do business with people who are friends. Use your trade show time to meet and make new friends! Talk to people in the elevator, invite a new contact to share a drink or meal, find common ground with the vendor who has a product in which you may be interested. Unlike Kevin Bacon, in media sales we are more like one degree of separation. We all know and have probably worked with someone in common. Enjoy the mini-snickers on the tables and the happy hour drinks offered to you, but be sure you use the time to your best advantage by cultivating and growing relationships.
  • Nine words will get you valuable information at trade shows – information that will help you make intelligent decisions on vendors, competitive environments, or even future employment opportunities. Memorize this phrase, and use it freely: What do you have coming up on the horizon? If you are shopping, of course you will have to see the current product. But the key is what is next. Is the company moving forward? How does this impact you? Is there something they are doing that you should be doing? Where is the industry going?

Efficio will be ready to meet you at the Fall shows. We enjoy doing business with our friends, and have several new products and partnerships that we are excited about. If you are interested in learning more about Efficio, contact GSM Chris Crawford at ccrawford@efficiosolutions.com. I will be at the NAB/RAB Radio Show in Atlanta in a couple of weeks, and would love to see you there. Please reach out to me at kmalone@efficiosolutions.com. Let ‘s find out who we know in common, and I will be happy to tell you what we have coming up on the horizon!

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