How can data improve your media sales pitch?

If you work in media sales, you know how challenging it can be to persuade potential clients to invest in your platform, channel, or network. You need to stand out from the competition, demonstrate your value, and address the client's pain points and goals. How can you do that more effectively? By using data to support your media sales pitch. Data can help you craft a more compelling, credible, and customized message that resonates with your audience and drives action. In this article, we'll show you how to use data to improve your media sales pitch in six steps.

1 Identify your target

Before you start collecting data, you need to know who you're pitching to. Who is the decision-maker at the client's organization? What are their demographics, preferences, needs, and challenges? What are their media consumption habits and preferences? How do they measure success and ROI? You can use tools like LinkedIn, Google Analytics, and CRM software to gather this information and create a buyer persona. This will help you tailor your pitch to their specific interests and pain points.

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Evgeny Popov
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#1 Target Data can significantly enhance your media sales pitch by providing insights to accurately identify and understand your target audience. Leveraging data analytics allows you to tailor your pitch to demonstrate how your media aligns with the audience's preferences, behaviors, and demographics. It enables you to present evidence-based benefits, showing potential clients the effectiveness and relevance of your media for reaching their desired market segment. This approach not only makes your pitch more compelling but also builds credibility and trust by showcasing a data-driven understanding of the market.

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Sami Zama

Amazon PPC, SEO & Listing Optimization Expert | Transforming Underperforming Ads into Profitable Campaigns | Helping Brands Rank Higher & Drive Sales on Amazon Since 2022
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Understanding your target decision-maker is crucial for a successful pitch. In my experience, creating a detailed buyer persona not only helps in personalizing the pitch but also in anticipating the client's future needs. Leveraging tools like LinkedIn for professional insights and Google Analytics for online behavior patterns provides a comprehensive view of the client, which is essential for demonstrating how your media solution aligns with their unique objectives and success metrics. This strategic approach often results in a more engaging and convincing pitch.

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2 Research the market

Next, you need to understand the market context and trends that affect your client's business and media strategy. What are the industry standards and benchmarks for their niche? What are the opportunities and threats they face? What are the best practices and case studies of successful media campaigns in their sector? You can use sources like industry reports, trade publications, market research firms, and competitor analysis tools to find this data. This will help you position your media offer as relevant, timely, and valuable.

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Sami Zama

Amazon PPC, SEO & Listing Optimization Expert | Transforming Underperforming Ads into Profitable Campaigns | Helping Brands Rank Higher & Drive Sales on Amazon Since 2022
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Understanding the market context is crucial for crafting a compelling media sales pitch. For instance, when I worked with a client in the fast-moving consumer goods (FMCG) sector, we leveraged real-time social listening tools to gauge current consumer sentiment and trends. This data allowed us to tailor our media strategy to capitalize on emerging market opportunities, such as the growing demand for sustainable packaging, which we highlighted in our pitch to showcase our campaign's relevance and potential impact.

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3 Analyze your media

Now, you need to showcase the strengths and benefits of your media platform, channel, or network. What are the key features and advantages of your media offer? How does it compare to the alternatives and competitors? How does it align with the client's goals and budget? You can use data like audience size, reach, engagement, demographics, psychographics, and conversion rates to demonstrate your media performance and potential. This will help you highlight your media's unique selling proposition and differentiation.

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4 Create your story

Next, you need to turn your data into a compelling narrative that connects with your client emotionally and rationally. How can you use data to tell a story that illustrates the problem, solution, and outcome of your media offer? How can you use data to support your claims, arguments, and recommendations? How can you use data to create urgency, curiosity, and excitement? You can use techniques like storytelling frameworks, data visualization, and testimonials to present your data in a clear, engaging, and persuasive way.

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Mauro Palacios

Founder & CEO @Twist • Podcast Host • Linkedin Top Advertising Voice 2024
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The data will bring veracity to the story and to the sales pitch. Period. It's easy to say you are the best. The data will help you to prove it.

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5 Anticipate objections

Next, you need to prepare for possible objections or questions that your client might have about your media offer. What are the common concerns or doubts that they might raise? How can you use data to address them proactively or reactively? How can you use data to overcome price resistance, risk aversion, or inertia? You can use data like ROI calculations, cost-benefit analysis, risk assessment, and guarantees to counter any objections and reassure your client.

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6 Call to action

Finally, you need to use data to motivate your client to take the next step in the sales process. What is the desired action that you want them to take after hearing your pitch? How can you use data to create a sense of urgency, scarcity, or exclusivity? How can you use data to show the value and impact of your media offer? You can use data like deadlines, discounts, incentives, and projections to encourage your client to act on your pitch.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Andrés Muñoz Jaramillo

Junta Directiva / Gerente General / Director General / Vicepresidente Ejecutivo
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El contexto y el conocimiento de la audiencia a la que se debe convencer es muy importante para poder encontrar herramientas de venta, pero siempre será muy importante la creatividad en la forma de entregar el mensaje. Debe buscar ser relevante.

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Mauro Palacios

Founder & CEO @Twist • Podcast Host • Linkedin Top Advertising Voice 2024
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So that the speech does not become boring, alternate the data with more emotional arguments and stories, making the data support the arguments. This way, you will ensure that your pitch does not become overwhelming and monotonous.

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How can data improve your media sales pitch?

1

2

3

4

5

6

7

1 Identify your target

2 Research the market

3 Analyze your media

4 Create your story

5 Anticipate objections

6 Call to action

7 Here’s what else to consider

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How can data improve your media sales pitch?

1

2

3

4

5

6

7

1 Identify your target

2 Research the market

3 Analyze your media

4 Create your story

5 Anticipate objections

6 Call to action

7 Here’s what else to consider

Advertising

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