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Why Our Stations Love Aggregated Pacing

by | Aug 2, 2023

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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

July Blog -Rachel

We ‘re told time and time again that one of our clients’ favorite features in ShareBuilder Pricing is our aggregated pacing. And while the name doesn ‘t garner much excitement, the data behind it does.

What exactly is aggregated pacing?

Because we worked with over 300 TV stations, we have a good sample size to get the pulse of TV business nationwide. We take the pacing data – dollars on the books today vs. same day last year – of all those stations, breaking down local and national, and excluding political. It ‘s a straightforward way to see collectively how over 300 stations across the country are doing compared to last year. The data is refreshed daily.

We also break the pacing data into smaller but still sizeable categories, including network affiliation, region, and market size. It ‘s a quick way to recognize emerging trends. For example, the West region lagged behind other regions and the all-in pace for several quarters because of large non-returns affecting that specific area of the country. If you were a station on the West Coast and corporate was giving you a hard time about your diminished revenue, you could use ShareBuilders pace comparisons to prove that this was a trend for the region and not just your station.

July Blog -Anita (3)Consultants review this data with stations on every call, making the data even more impactful. Our consultants usually have the color commentary for new or noticeable trends. Because they ‘re talking to so many different stations, they may have that explanation as to why CBS stations are pacing better than everyone else in September or why the top 20 markets are down more than other market sizes.

This data can also be a source of pride or a wake-up call. Your station ‘s pacing data is also displayed, so you can easily see how you stack up against the rest of the country and the categories you belong to. Pacing ahead of everyone else? That ‘s cause for celebration! Pacing way behind everyone else? It might be time to review what ‘s down or non-returning from last year and make a game plan for replacing that lost revenue.

No other software in the industry can offer you this type of data, updated daily. You have to ask yourself, if so many stations trust ShareBuilders to help them with pricing and forecasting, why aren ‘t we doing it too?

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