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Confessions of a Former ShareBuilders Client

by | Apr 12, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!

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Allow -me to introduce myself. I ‘m ShareBuilders ‘ newest pricing consultant, but before that, I was a broadcast sales manager with over 30 years in the business. I ‘ve done almost everything you can do on the sales side, from research to local/national sales to local/national sales management. From broadcast to cable and back to broadcast. I used to think I was pretty good at what I did (and I think I was), but there were certain things that used to keep me up at night as a manager. Questions like: how can I create a well-thought-out budget and market for the following year? How do I know if our share is suffering or doing ok within the quarter? Is my forecast in the ballpark? Do we have enough inventory to get to goal, and what can I do to maximize share without sacrificing rate integrity so I can hit my budget and share?

I don ‘t intend on getting into all the juicy details of those questions. But if I am asked, what is the one feature that you got the most out of with ShareBuilders, what would that be?

The answer is this; digging into our forecast, inventory, and pacing on our weekly call with a consultant. What I loved about it was that it was a living, breathing, all-encompassing weekly interactive report with so much detail. Each week, I would leave the meeting with a clearer picture of where I stood with my billing, pace, forecast, inventory, and pricing strategy. I also got the opportunity to compare our stats versus the station group and the rest of the region and country. It kept me focused on my goals and each week was a reinforcement. It made me more confident in how I was attacking the quarter. Bottom line, it gave me all the ammo I needed to make intelligent decisions and took me away from relying on my gut.

If you ‘re a gambler, you know that relying on gut instinct doesn ‘t always pay off. The same goes for broadcast sales!

When you break it down, ShareBuilders is the ultimate yield management tool for our industry, and using it for accurate pricing takes out the guesswork from setting your own rates. As a station manager you must ask yourself, is the revenue potential possible the way the rates/inventory are structured? Well, that ‘s one less thing for you to analyze when using ShareBuilders. And once you know you ‘re structured properly and the ship is sailing in the right direction, it gives you the confidence to move forward and capture the shares you set as goals within the quarter. You can do so without hijacking your inventory, and without using rates that are going to take away your ability to reach budget.

Another advantage of partnering with ShareBuilders comes in political cycles. As you know, since donor contributions were eliminated several years ago, the money pouring into political windows grows just about every year. How can one control inventory, especially during a political window when candidates are entitled to LUR ‘s (lowest unit rates in a particular program)? ShareBuilders can help you in setting LUR ‘s, which eliminates the grind of combing through inventory and manually finding the LUR. Instead, all you need to do is ask traffic to preempt any spot under the ShareBuilder rate card, greatly saving your managers ‘ time

I am only scratching the surface on how ShareBuilders can be used to a station ‘s advantage, but I will spare giving you a long reading assignment today! Stay tuned for more confessions throughout the year.

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