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Everything That ‘s Old is New Again

by | Jun 12, 2017

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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

For our anniversary this year, I bought my husband the Beatles Sgt. Peppers 50th Anniversary Edition recordings. Ok, yes, he bought it himself for himself and the anniversary thing was just an excuse, but the point is, it was vinyl. Vinyl, like we used to listen to back in the old days. There is yet another Spiderman movie about to be released the same Spiderman some of us read about in comic books back in the old days. The Gong show is coming back that Chuck Barris production that was so kooky you got it back in the old days.

I bring this up because as I sat with a GSM in a major market this week, discussing his inventory woes with limited units and pricing for the market, he shook his head as he said I didn ‘t understand, it is so different from the old days. Then he went on to explain that he used to use formulas to raise rates based on sellout and anticipated orders. He then had to look at historicals and pacing where were they this time last year and what rates clients paid in the past. He even had a different spread sheet in which he could plug in an average rate and expected minutes sold for the rest of the month, and see if he could make budget based on that. And if not, either the rates had to go up or the sellout did! Yup, he shook his head; things are different now.

Because NOW, there are tools in media sales that do things like raise the rates automatically based on supply and demand. He loves my tool because it shows him pacing and historical spending. And you can even see RIGHT THERE if you have enough inventory left to make budget based on the current supply and demand rates, or if you need to adjust those rates. Yes, the future is bright indeed!

The truth of the matter is, the ever-changing world still has some continuity. The ground-breaking Beatles album was made for vinyl, and it sounds different than digital to music aficionados. We still need superheroes, and can suspend our beliefs enough to embrace Peter Parker ‘s alter ego. And we need a laugh that isn ‘t based on tweets, leaks or foreign relations. Media sales still requires calls to advertisers, finding a need, developing a marketing plan, and delivering an audience. And to price those limited units (not a new concept either!), you still have to base your rates on supply and demand, what the market will bear, and historical data.

Good thing we have software to do that instead of relying on a multitude of excel spread sheets, our gut intuition, and the persuasiveness of buyers and our own AEs!

So, let ‘s tackle the future by raising a glass to the past. As you do, before you jump into pulling a rate card for next month, take a look back 50 years and realize that what was innovative then, is again.

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