5 Benefits of Ad Sales Intelligence

Sales is a people-to-people skill, but sales reps can’t rely solely on their social skills. Sales intelligence tools enable sales reps to connect with the right people at the right time.

In the advertising industry, contacts change frequently and campaigns shift. Sales reps need to invest quality time into researching their prospects and identifying whether they fit their ideal customer profile (ICP). When reps can easily find relevant and timely information on brands, they can prepare tailored pitches for more qualified prospects.

Ad sales intelligence isn’t only for ad sales reps; agency executives and marketers can use these platforms to optimize media spending, monitor competitors, and uncover new opportunities.

What is Ad Sales Intelligence Software?

Sales intelligence tools help sales teams gather information on prospects and customers. With these tools, sales leaders can better understand their markets, access buyer intent data, and other account details that could help convert future customers.

Ad sales intelligence tools are tailored for ad sales teams, agencies, and marketers. They address the specific needs of ad sales reps and other advertising executives by providing information on brands’ advertising spending, campaign strategies, contacts, contracts, media buying periods, and more. Users can create lists to organize their prospects and prioritize their biggest opportunities.

Before making any effective sales pitch, sales reps need to do their homework on who they’re reaching out to. Ad sales intelligence software makes this process more efficient and effective.

Top 5 Benefits of Ad Sales Intelligence Software

1. Ad sales intelligence tools tell you who to contact

Ad sales intelligence platforms enable ad sales reps to effectively prospect for new business and connect with the right buyers. They issue reports on spending trends in major industries, allowing teams to uncover unique opportunities. Once a sales rep has identified the brand that fits their ICP, they can access the key contacts at that company. Quality software will provide accurate contact information for key decision makers representing the brand, with data that is regularly updated.

2. They give you insights on when you should reach out

This type of software offers reps insights on brand media planning and buying periods. They help reps stay on top of upcoming RFPs, providing sufficient time for forward thinking rather than being alerted only a few days ahead of time.

3. They give you context to perfect your pitch

When reps have data on past spending, cross-channel spending, industry insights, and a brand’s creative approach, they can craft custom pitches. Ad sales intelligence tools consolidate the latest data into one platform, saving time on manual research. Useful data includes recent creative, investment in high CPM campaigns (OTT, Podcasts, YouTube, Facebook), and campaign durations.

4. They help you leverage existing relationships

Within this type of software, you can see who holds the purse strings and sometimes their past history. This feature allows you to leverage existing relationships to write compelling cold emails that are more likely to get opened.

5. They enable you to outperform competitors

You can only gain an advantage over your competition when you have accurate, trustworthy, and recent data. Top performing sales reps use data to guide them as they pursue opportunities, build pitches, and keep customers happy.

How to Choose the Right Ad Sales Intelligence Tool For Your Team

If your team has decided it’s time for an ad sales intelligence platform—or to switch platforms—start your research with five essential questions:

1. Can I trust the information provided?

Do you know how the information is sourced, how recent it is, or how reliable? When data is aggregated from outside sources, problems can arise with data accuracy and timeliness. Some providers employ internal teams to research, compile, and verify all data, combining proprietary artificial intelligence (AI) and machine learning with human verification processes.

2. Is it easy to use and understand?

Even the most powerful tool is wasted if it isn’t intuitive and easy for sales reps to use. The user experience should be great, and the data should be easy to understand, providing context and insights.

3. Does the software take data privacy seriously?

Industry standards are constantly changing. Choose a platform that goes above and beyond the basics. Ask if the vendor is a US Privacy Shield Program participant and compliant with the California Consumer Privacy Act (CCPA). The software must also show how they obtain contact names and ensure their sources are compliant. Some platforms allow users to correct, add, or remove their name from the database and collect written consent from contacts.

4. Can I customize the platform to fit my needs?

Ad sales intelligence tools can be used across roles. A customizable tool allows users to run analyses tailored to their needs and goals. Sales reps can filter prospects on relevant factors, while media planners can research competitors and industry trends.

5. Is the solution just software or does it act as a partner?

Consider whether the software provider is invested in your success beyond onboarding. Some offer dedicated account management teams, best practice advice, industry articles, and custom reports to help grow your business. A reliable ad sales intelligence tool allows you to identify and pursue high priority opportunities, make perfect pitches with relevant data, and have a supportive team behind you.