How to get customers with a new business tool

The definitive guide for advertising agencies that want to grow with smart data

In an increasingly competitive advertising market, advertising agencies—whether creative, media, or communications—face a common challenge: How to reach the right advertisers, at the right time, with the right message? The answer isn’t sending mass emails to generic lists, but rather working with a B2B database specializing in the Spanish advertising market.

A well-built database of advertisers and agencies is not simply a contact list. It’s a strategic tool that allows agencies to identify real business opportunities, anticipate market trends, and make business decisions based on objective data.

Why does a specialized B2B database make all the difference?

The Spanish advertising sector moves billions of euros annually. Infoadex, the market’s leading source, collects advertising investment by advertiser, medium, and sector with a level of detail few industries possess. However, accessing this data in a structured, up-to-date format, combined with direct contact information, is what transforms numbers into business opportunities.

An agency operating without this type of business intelligence is competing blindly. In contrast, an agency equipped with a specialized B2B database can:

– Identify which advertisers are increasing their advertising investment and in which media.

– Know which company manages each advertiser’s advertising account and when they might renew or switch agencies.

– Access decision-makers directly: marketing directors, brand managers, communications directors, sales directors, and media buyers.

– Detect media and creative agency pitches before they are publicly announced.

– Segment prospects by revenue, Infoadex sector, or investment profile.

The data that really matters in a B2B advertising database

1. Direct contacts with decision-makers

The biggest mistake in B2B prospecting is trying to sell to those who don’t make the decisions. In the advertising world, the key people are:

Marketing Director: responsible for brand strategy and advertising budget allocation.

Brand Manager: manages the communication of specific brands within an advertiser.
Communications Director: oversees corporate communications, public relations, and, in many cases, media strategy.
Sales Director: key role for B2B advertisers or sectors with a strong direct sales component.
Media Buyer: direct contact for media agencies.
Having the name, position, direct phone number, professional email, and LinkedIn profile of these individuals allows for a personalized sales approach and exponentially increases response rates compared to generic emails.

2. Advertising Investment by Advertiser and Media

Knowing how much each company invests in advertising, and in which media, is top-tier strategic information. Advertising investment data—usually from sources like Infoadex—allows agencies to:

Calculate the real economic potential of each prospect before initiating contact.

Identify which media the advertiser uses and in which they are absent, thus detecting opportunities to expand their media mix.

Compare an advertiser’s investment with that of its direct competitors to build strong sales arguments.
Prioritize sales efforts toward advertisers with the highest investment volume or the highest year-over-year growth.

For example, if a media agency notices that a food industry advertiser has increased its digital investment by 40% in the last year but still lacks a significant presence on social media, it has a concrete and measurable sales argument to initiate a conversation.

3. Infoadex Sectors

Infoadex’s sector classification allows agencies to segment the market using industry-standardized criteria. Working with Infoadex sectors facilitates:

Specializing sales pitches by vertical (automotive, food, beauty, banking, retail, etc.).
Identifying investment leaders in each sector and those below average, who may be more receptive to improvement proposals.
Monitoring the evolution of advertising investment by sector to detect trends and stay ahead of the market.

4. Advertiser Revenue

An advertiser’s revenue is a key indicator for gauging their advertising investment capacity. Targeting a company with €10 million in revenue is not the same as targeting a multinational with €500 million. Knowing this data allows you to:

Calculate the advertising investment-to-revenue ratio and identify advertisers below the average for their sector.
Segment the prospect portfolio by company size and tailor the value proposition and fees accordingly. Prioritize sales efforts based on potential return.

5. Advertiser-Agency Relationship

One of the most valuable pieces of information for any agency is knowing which agency—media, creative, or communications—each advertiser is currently managing. This information allows you to:

Identify accounts that have been with the same agency for several years and that, statistically, may be closer to a change.
Detect advertisers without an assigned agency or with recent relationships that indicate a transition.
Avoid targeting accounts already held by a direct competitor, thus optimizing sales resources.
Build a market map showing which agencies hold the largest share of advertisers and where gaps exist.

Knowledge of the agency-advertiser relationship is, in practice, the scarcest and most valuable information in the market. Companies that systematically collect and update this information offer a competitive advantage that is difficult to replicate.

Source: www.marketingdirecto.com