The hallmark of sales and a tactic a lot of salespeople swear by, cold calling, is a term almost undetachable from B2B sales. Many of hubsell customers use cold calling to generate opportunities however there is the old way and then there is a new way. In this point, I would like to show how cold calling is being changed to include sales and marketing automation.
Cold calling as a standalone activity is not an ideal long-term strategy for B2B sales because it is very hard to scale, requires human energy, and it will eventually take a toll on your team and exhaust them. In addition, it is an extremely expensive activity. Another somewhat hidden consequence of cold calling is that it also limits the potential of your skilled cold callers who should use their skills in activities further down in the sales funnel.
A lot of our customers who successfully do cold calling, do so by integrating it into their overall sales and marketing automation workflow.
You can integrate cold calling into your overall sales and marketing workflow by making it conditional. For example, after reaching out to prospects through other channels, if they have opened your emails or visited your website a certain number of times (which indicates interest) then you can give them a call. Another example is, if they have not responded to any of your touchpoints, then you can call them as a last resort to exhaust all options.
The number matter, consider the following two scenarios:
- you cold call all of you one hundred prospects, one after the other
- you reach out to them and only call the ones which indicated interest or never replied to your automated outreach
The second option does not result in lower overall conversion but is definitely less time consuming and more scalable.