In this episode, Kevin talks with Sammy Papert of Pulse Research about how local media organizations can use shopping intent data and audience insights to sell advertising more effectively. They explore how consumer research can help sales teams move beyond transactional selling and become trusted advisors for local businesses by using real data to guide marketing conversations.

The discussion covers how Pulse Research gathers and analyzes shopping intent data, why advertisers increasingly expect audience intelligence and measurable ROI, and how media organizations can use those insights to build stronger multi-platform campaigns. Kevin and Sammy also share practical sales strategies—from prospecting and campaign planning to overcoming pricing objections—and explain how data-driven selling can help local publishers compete in a crowded advertising landscape while strengthening relationships with community businesses.