In the dynamic world of paid media, successful partnerships rely on seamless collaboration among media sales professionals, agency buying teams, and clients. The best outcomes are achieved when these groups work together to support the brand’s overarching goals.
At Campfire Consulting, one of our core values is to “Stoke the Flames of Curiosity.” For our paid media team, this means staying connected with media vendors to remain informed about the ever-changing media landscape and ensuring we deliver smart, effective solutions for our clients. Drawing on our experience, we’ve identified three key strategies for media sales teams to build meaningful, productive relationships with media buyers.
1. Understand Your Contacts
Building a partnership begins with focusing on relationships rather than transactions. A genuine connection fosters trust and creates an enjoyable, collaborative experience. Take time to learn about your media buyer’s background and expertise—this understanding can shape how you approach conversations.
For instance, a buyer with extensive out-of-home media experience won’t need an in-depth explanation of basic formats like posters versus bulletins. Setting expectations and aligning on goals during your initial conversation can help tailor your approach to meet their specific needs and exceed expectations.
2. Know the Landscape—and Your Unique Value
Media buyers and clients face countless options when deciding how to allocate their budgets. Clearly communicating your platform’s unique strengths and the tangible benefits for the client is critical to standing out.
This is especially true in crowded categories like Connected TV (CTV), where many vendors offer similar claims. Instead of focusing on metrics like video completion rates—now a standard feature of CTV—highlight what makes your offering distinct. Whether it’s exclusive content, advanced targeting capabilities, or innovative delivery solutions, showcase how your platform provides value beyond the norm.
3. Respect Their Time
Media buyers often juggle back-to-back vendor calls and tight deadlines, so respecting their time is essential. Start by being punctual and keeping meetings within the scheduled timeframe. Additionally, provide materials that are clear and easy for the buyer to share with their internal teams, minimizing follow-up questions and streamlining the approval process.
Finally, don’t hesitate to ask about their timeline for next steps. Understanding when to follow up ensures your communication remains timely and relevant without overwhelming their inbox.
Fostering Long-Term Success
Building strong partnerships in paid media requires a foundation of trust, curiosity, and a deep understanding of the media landscape. By prioritizing relationships over transactions and tailoring your approach to meet the needs of media buyers, sales teams can cultivate lasting, impactful collaborations. At Campfire Consulting, we believe these partnerships are at the heart of driving long-term success for brands, agencies, and media vendors alike.
