Maximizing TV Advertising Revenue: A Powerful Blend of Data and Human Insight
by Bob Swinehart | May 1, 2024
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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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:
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The correct contact with title, email, and phone number
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A full DISC assessment of the contact you are reaching out to
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Pain points and insights for every account
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Brand logos, colors, and taglines
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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:
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Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.
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Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.
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Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.
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Accelerate Sales Cycles: Spend less time researching and more time selling.
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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!
What are the benefits of using a yield management tool combined with human insights to price your TV advertising?
Optimized Pricing Strategies: Yield management tools utilize algorithms and data analytics to optimize pricing based on various factors such as historical data, audience demographics, time slots, and market demand. Human insights can complement these tools by providing context, understanding market trends, and identifying unique opportunities or challenges that algorithms might overlook.
Maximized Revenue: By leveraging both automated tools and human expertise, TV advertising sellers can maximize revenue by setting prices that reflect the true value of ad slots. Yield management tools can help identify opportunities to increase prices during high-demand periods, while human insights can ensure that pricing decisions align with broader strategic objectives and market dynamics.
Improved Inventory Management: Yield management tools enable better inventory management by dynamically adjusting prices based on factors like audience viewership, seasonality, and competitor actions. Human insights can enhance this process by providing qualitative analysis, understanding advertiser preferences, and predicting future market shifts, allowing for more accurate forecasting and allocation of ad inventory.
Enhanced Customer Relationships: Human insights play a crucial role in understanding the needs and preferences of advertisers. By combining data-driven pricing strategies with human insights, TV advertising sellers can build stronger relationships with advertisers by offering tailored pricing packages and flexible negotiation options that align with their specific goals and budget constraints.
Adaptability and Flexibility: In a rapidly changing advertising landscape, combining yield management tools with human insights enables adaptability and flexibility in pricing strategies. Human expertise can help identify emerging trends, new market opportunities, and potential risks, allowing for real-time adjustments to pricing strategies to capitalize on changing market conditions.
Reduced Risk of Revenue Loss: By leveraging both automated tools and human insights, TV advertising sellers can reduce the risk of revenue loss by implementing more accurate pricing strategies that account for dynamic market conditions, audience behavior, and competitor actions. This integrated approach helps mitigate the potential impact of factors such as ad inventory oversupply, changes in audience viewership, or shifts in advertiser demand.
In essence, combining a sophisticated yield management tool backed by human insight offers a holistic approach to pricing TV advertising, leveraging the strengths of both automation and human expertise to optimize revenue, improve inventory management, enhance customer relationships, and adapt to evolving market dynamics.
ShareBuilders media pricing tool is unparalleled in its fusion of data science and machine learning with essential human expertise. It was crafted and refined by individuals with firsthand experience in media sales, much like yourself. You don ‘t use a drill to hammer a nail, so why use a pricing philosophy not designed for media? If you know, you know. If you don ‘t, call us today to schedule a demo.
