How Media Salespeople Should Use Data, Pt. 2: Refining the Client’s Campaign
In part 1 of this series we explored how salespeople can use data to close deals. But sharing data with the advertiser doesn’t end at the sale. Media salespeople must communicate campaign performance regularly to their clients. And that doesn’t mean emailing them an excel sheet with a few key metrics. Media salespeople need to help clients interpret the data and act as a consultant. When you put the interests of the client first, you become an invaluable partner to that client. That puts you in a strong position to earn repeat business and sell even larger packages to the client in the future.
Following are a few key ways salespeople can use data after the sale and help clients interpret the performance of their campaigns.
Set clear KPIs with the client before launching the campaign.
These KPIs should already be determined in the RFP, but make sure everyone you work with on the client-side understands what the metrics for success are. Campaign goals may change. If they do, make sure new KPIs reflect those goals.
Ask for regular campaign reports.
Instead of having your ad operations team send regular reports directly to the client, ask to see them first. Review these results with your data or ad operations team to make sure you understand how the campaign is performing and if you are hitting the campaign benchmarks. You must fully understand the implications of a report in order to interpret that data for your client.
Don't just share numbers; tell a story.
Make sure that when you do share reports with advertisers you’re clearly explaining what those reports mean. Tell a story. Ann Marinovich. SVP of advertising products and strategy at Forbes, explains, “We don't have to provide every single data point that someone asks for. We need to answer the question of what they're really trying to get to and tell the story that they're trying to understand.”
Be prepared to change tack mid-campaign.
If part of the advertising program isn’t performing, let the client know and recommend a viable alternative. On the flip-side, if a certain aspect of the campaign is knocking it out of the park, inform the client and recommend that they expand their efforts there. “Being a good salesperson means knowing how to put the clients’ interests at heart,” says Foreign Policy VP of advertising Duc Luu. “That means knowing what to recommend in terms of the media plan, and knowing when to shift media plans potentially mid-stream if we see one unit or component is performing better.”
For more insights on using data throughout the sales process, check out our full report on 3 Ways Media Salespeople Can Reboot Their Careers.
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