Login

Confessions of a Former ShareBuilders Client Part 2

by | Jul 13, 2022

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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

Canva Design DAE9s32SqdY

Now that this former TV station client has worked at ShareBuilders for a few months, I wanted to talk about another helpful tool in our toolbox holding capacity. How can this help you? There are a myriad of ways. But if you ever asked yourself these questions then digging into holding capacity will be helpful:

  • Is my station ‘s revenue maximized in each daypart given our ratings, and is it performing to its absolute potential?
  • How do I measure shares and performance for us and my competitors if our market does not receive quarterly market reports?
  • What stations traditionally underperform and overperform in a given quarter?

If you answered yes to any (or all) of these, then holding capacity reports will be valuable. Stations love them, especially when preparing for mid-year or yearly reviews.

One of the more useful tools is our performance index. It illustrates how your station is performing based on the relationship between ratings and revenue. This can be broken out for local, national and political. If your station is averaging 20% of the revenue in your market and the HC ratings share is an 18 . . . your performance index will be over a 1.0 (or 100%). When you have an 18% revenue share and hold 20% of the audience, the performance index will be less than a 1.0. The snapshot we take of the data makes it easy to see quarterly trends for all stations. It can also project out and give you the knowledge of whether your station will be in a position of strength, or if you need to be more aggressive given any upcoming challenges for the next quarter. And as all station sales managers know. . . . . you ‘re only as good as your last quarter and last market report!

Another great feature is the ability to see your TRP shares by daypart. One-click and you can see trends for your station and its competitors. The data can be pulled quarterly or yearly. This is useful when strategizing pricing and understanding where your strengths and weaknesses are. Those insights make it easier to make decisions on where you need to play ball and where you need to stick to your guns.

With all reporting, we can easily export to excel and/or provide graphs that can be integrated into a station ‘s presentation.

I may be a little simplistic here, but I can ‘t give away all the ingredients that make holding capacity such a valuable tool!

I am slowly peeling back the many layers on how ShareBuilders can be used to a station ‘s advantage, but I will spare giving you another long reading assignment! Stay tuned for more confessions throughout the year.

Recent Posts