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Optimizing Q2 Pricing Strategy: Key Factors to Consider

by | Mar 13, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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:

  • 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!

March Blog- Mark

Activity is starting to ramp up for Q2 business. While Q1 doesn ‘t give us any solid indicators of how Q2 will materialize, it provides ample data points with which to give our most accurate forecast of demand. Most of the following is common sense, but frequency sells, so getting a refresher is always a great idea.

Currently, stations should review at least three different indicators to help determine your pricing strategy for the quarter.

  1. What happened in Q1? When we account for significant revenue events (i.e., Super Bowl), how did we pace against last year? How does our revenue compare historically to 2022? We can look at historical quarter-to-quarter comparisons to see what patterns might replicate themselves. Also, if our core in Q1 is coming in at a -10% once revenue events are backed out, it ‘s extremely unlikely Q2 will come in positive unless some major market event occurs.

  2. March Blog- Mark2What, if any, political demand will impact the quarter? The primary season has been very disappointing for several regions that were expecting a significant windfall. Our cardinal sin in Q2 is to price inventory to an inflated political demand number. Do your due diligence, but lean toward taking a conservative forecast for anticipated political demand. The consensus with most stations is that all hell will break loose after the two conventions.

  3. Know your attrition. Knowing which clients have the potential for not being back and the amount of inventory they consume can guide you as to pricing strategy. As you know, replacing one major client ‘s investment just doesn ‘t happen overnight. If we ‘re looking at substantial non-returning business in Q2, we need to develop our replacement strategy today, which gives us ample time to implement.

The bottom line is that once you do the analysis with these three and any other factors you deem necessary, more likely than not stations should take a fairly aggressive stance on going after early Q2 business. Successful Q1 stations took these factors into account and maximized their inventory in terms of revenue and sell out.

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