How Salespeople Can Use Audiences and Samhub to Sell More
Selling ad space in today’s digital media landscape requires more than just a great pitch. Customers expect insights, relevance, and measurable results. To succeed as a media salesperson today, it’s not enough to simply present surface-level reach—you must be able to demonstrate who is actually being reached and why that audience is right for the advertiser. That’s where audiences and tools like Samhub come in.
In this article, we’ll cover:
Why audiences are essential in modern media sales
How data helps you start conversations
How to package audiences around customer needs
How to shift your role from salesperson to strategic advisor
Concrete examples of how Samhub supports sales
Next steps for becoming a more data-driven and strategic seller
1. Why Audiences Matter
Traditionally, media sales have relied heavily on relationships, networking, and trust. That’s still important—but it’s no longer enough. Advertisers today expect more. They want to know who they are reaching, what the results are, and how performance can be measured. Audiences play a central role in delivering those answers.
By defining and understanding audiences, media companies can offer more relevant advertising. This leads to better results for the client, increased revenue for the seller, and stronger trust between parties. Audiences create a common language for salespeople and advertisers.
2. Data as a Conversation Starter
One of the biggest challenges in sales is finding a natural opening for a conversation. Instead of calling just to ask, “Are you planning to advertise this fall?”, you can use data to frame the discussion:
“We’re seeing a spike in interest for electric bikes in your region. Since you’re in the cycling industry, how are you planning your fall campaign?”
This gives the call a purpose, direction, and foundation in insights rather than speculation. You become a valuable conversation partner, not just another cold caller.
3. Tailoring Audiences to the Client’s Business
An audience can be packaged in different ways depending on who you're talking to. Take car owners, for example. Instead of presenting the audience simply as "car owners," you can tailor the label to the client:
Tire shop: “tire changers”
Auto repair: “vehicles in need of service”
Car dealership: “potential buyers”
By speaking the client’s language, you make the offer easier to understand and show that you grasp their business. This builds trust and rapport.
4. From Salesperson to Strategic Advisor
There’s value in using data to change how clients perceive your role. When you bring insights and tailored suggestions, you demonstrate real market understanding. You move from being a media rep to becoming a business partner.
You might say: “We analyzed the traffic to your campaign landing pages. A large share are households with small children. Should we tailor the next campaign to target that life stage?”
5. How Samhub Supports Sales
Samhub equips you with the tools to become more relevant, effective, and data-driven:
Predefined Audiences: Samhub offers ready-to-use audience segments based on Mosaic lifestyle segmentation of the Swedish population. No data science degree required.
Web Analytics: With Samhub Analytics, you can show clients who visits their site or your media site and match it to the ad campaign’s reach.
Campaign Reporting: After the campaign, provide reports on which audiences were reached, what actions they took, and how it performed.
Customer Analysis: GDPR-safe analysis of which audience segments dominate in the client’s own database—perfect for identifying matching segments.
Login and ID Management: Samhub CDP handles both logged-in and anonymous users to enable precise targeting and personalization.
These tools give you everything you need to sell smarter and build stronger, longer-lasting client relationships.
6. Your Next Steps to Sell More with Data
If you're ready to take the next step and make data a natural part of your sales process, start here:
Book a Samhub demo: See how the audiences look in practice.
Choose 3–5 audiences you can talk about today: Make them part of your daily conversations.
Analyze a few of your clients’ campaigns: Use the analytics to understand their visitor profiles.
Craft new openings: Use the insights as a reason to reach out.
Support transformation: Show that you offer more than media buying.
Summary
Modern ad sales are no longer just about space—they’re about insights. With the help of audiences, data-driven understanding, and tools like Samhub, you can create better conversations, more relevant offers, and increased sales. You become a better partner to your clients.
Sales is still a relationship game—but with data in play, you’re playing smarter. And winning more often.