Cold calling used to have a bad rep due to its high rejection rates, low success rates, and overall inefficiency. It also may not work well for specific industries, products, and services.
For example, high-end tech solutions often go through complex decision-making processes. A one-off call at dinner time isn’t going to close a 6-figure deal.
However, cold calling is still valuable when used strategically to target opportunities, especially in traditional, non-digital realms.
Most problems arise when relying solely on cold calling for outreach instead of integrating it into a broader marketing campaign. Common issues include:
- High stress and burnout among sales staff
- Increased employee turnover
- Unsolicited calls harming customer relationships
- Over-allocating budget to a single channel
- Damage to brand reputation
So, what are the alternatives to going all in on cold calling and how do they fit into your lead generation efforts?
This article explores 9 effective B2B cold calling alternatives, the benefits of each, and how they can either replace or complement cold calling.
1. Omnichannel approach
Most B2B companies are finding cold calling increasingly challenging because of:
- Growing customer resistance to traditional sales and marketing tactics
- The emergence of other communication platforms, mostly social media
An omnichannel approach addresses these issues by using multiple channels to engage potential clients in different ways. It allows us to reach customers through email, social media, live chat, direct mail, or whatever the customers’ preferred communication methods.
Not only does an omnichannel approach increase the likelihood of engagement but it also leads to higher conversion rates.
Some results that prospective clients can expect include:
- 15–20% higher conversions
- Higher average contract value
- 20% lower customer acquisition costs
But we’re not the only ones clued into this strategy. Our decision to take an omnichannel approach reflects a broader industry trend of companies adopting omnichannel for higher customer satisfaction and retention.
While using multiple channels to engage prospects is not necessarily a replacement for cold calling, it implies a shift in mindset regarding lead generation, one that results in greater reach and more successful appointments.
Implementing an omnichannel strategy
To start, the business will need to invest in Customer Relationship Management (CRM) software that can integrate multiple communication platforms.
Training staff on how to masterfully switch between channels and maintain a consistent brand voice is also crucial.
Next, start integrating cold calling (or the most active communication methods) with channels such as email and LinkedIn. By gradually adding channels, opportunities for personalization and retargeting campaigns open up.
There’s no one-size-fits-all, step-by-step guide for building out an omnichannel marketing campaign. The key is to understand that, when all customer touchpoints are covered, the communication process becomes more fluid and engagement rates increase.
Managing the complexity
While omnichannel strategies offer many benefits, they also come with a more complex sales process. The trick to getting the most out of an omnichannel approach is effectively managing the different moving parts.
Key practices to help manage complexity are:
- Segmenting customer data to craft relevant messaging
- Using automation tools to handle routine tasks
- Regularly training staff on new tools and methods
For instance, a company might employ lead generation tools for scheduling and follow-ups so that its salespeople are free to focus on more human-essential tasks, such as client negotiations or fine-tuning personalized messages.
Belkins’ omnichannel appointment setting
What sets Belkins’ omnichannel marketing apart is our personalized approach, one that we don’t see very often in B2B.
Unlike other firms that offer pre-built solutions meant to streamline results for a broad market, Belkins begins with a deep dive into understanding the client’s business, including market dynamics and existing strategies.
This approach helps us tailor strategies that align with stated needs and future goals. We also openly share our methodology so clients can understand how well-suited we are for current circumstances.
Below, we go through that methodology as it pertains to omnichannel marketing and cold calling.
Comprehensive planning with realistic goals
We’re big believers in setting realistic, measurable goals. This is done by working closely with our clients to understand short-, middle-, and long-term objectives.
Through detailed planning, we assign specific outcomes to individual strategies. It’s this crucial step for setting expectations, budgets, and objectives that are most responsible for future multichannel campaign performance.
Results-driven service
By first focusing on current circumstances, we can then prioritize delivering the best possible ROI. This lets us work backward from the desired financial outcomes so that every tactic contributes directly to our client’s bottom line.
We also complement our ROI-driven approach with a wide range of services including:
Each plays a part in a comprehensive strategy that covers all aspects of sales and marketing.
Transparent processes
We conduct rigorous user research to pinpoint the best communication channels for every campaign, followed by a definition of goals and lead qualification phase.
Additionally, we share all of our methodology so that our clients can see how precisely marketing efforts align with stated objectives.
Rethinking single-channel lead generation
Recognizing the limitations of using lead generation that only focuses on direct sales calls, Belkins shifted toward a multichannel outreach program that educates potential buyers throughout their buying journey. This strategy allows us to broaden impact beyond just the decision-making stage.
Integrating omnichannel customer acquisition
We integrate our solutions, tools, and marketing initiatives with the client’s existing outreach, granting comprehensive coverage across all customer touchpoints.
This includes nurturing leads from the start and streamlining sales and marketing strategies throughout the customer acquisition process.
2. Intent-based calling
Traditional cold calling often leads to high rejection rates because of its unsolicited nature and the general lack of personalization. It also fails to consider whether the prospect wants or needs what’s being offered.
Intent-based calling targets prospects who’ve already shown interest in the product or service, making each call less “cold,” more relevant, and more likely to be well received.
To achieve this, intent-based calling relies on signals such as website visits, interactions with marketing emails, or previous purchases.
For example, if a prospect downloads a white paper on a specific topic, an intent-based call can then follow up in a relevant way, increasing the chances of a positive reception.
This method can also align the timing of the call with actions taken by the prospect, opening up the opportunity for timely sales conversations.
Belkins’ approach to intent-based calling
Our strategy focuses on maximizing appointment rates. Here’s how our core process works:
- Multichannel outreach: Belkins begins by compiling a list of qualified leads from multiple channels — which include email, LinkedIn, and other platforms — to build rapport before making a call. This preliminary interaction identifies the prospects most receptive to further communication.
- Expert calling: Following the initial contact, Belkins’ trained sales development representatives (SDRs) hold tailored phone conversations. These are designed based on the insights gathered during the multichannel outreach so each conversation resonates with the prospect’s current needs and interests.
- AI-driven analytics: Throughout the campaign, we use advanced data analytics to continuously refine call strategies. These include feedback loops and A/B testing to optimize the results and improve conversion rates.
- Scalable strategies: As the campaign progresses, we adjust things based on the response and engagement levels of the prospects. This results in a steady influx of qualified leads and more sustainable business growth.
Tech requirements for intent-based calling
Implementing intent-based calling requires sophisticated technology that supports data collection, analysis, and communication. Here’s a look at the key tech requirements for intent-based calling:
- CRM software
- Marketing automation tools
- Data analytics platform
- Communication tools
- Integration capabilities
- Training and support systems
3. Cold email
Cold calling is inefficient because it’s intrusive, which means high rejection rates and poor lead qualification.
Our cold email outreach service, on the other hand, poses as a similar but more strategic alternative by allowing businesses to contact leads in a nonintrusive manner.
Cold emails can also be crafted with personalization and relevance based on prior research. In addition, there’s the inclusion of detailed analytics to track open rates, click-through rates, and engagement, helping sales teams focus on the most responsive leads.
Moreover, cold emails are easier to scale, letting businesses reach a much broader audience with less effort. Follow-ups are less disruptive than cold calls and can include more detailed information, such as links to case studies or product pages to further educate and warm up the prospect.
Cold email gets something of a bad rap because so many users have abused this channel through spam tactics. At Belkins, it’s still one of our most relied upon B2B lead generation channels, helping us deliver 10–20 appointments monthly per client.
Additionally, compared to cold calling’s average 2–3% response rate, the average cold email achieves an overall average reply rate of 5.6% at Belkins.
Belkins’ cold email techniques
To tackle the sophisticated nature of cold email campaigns, our approach is rooted in the key aspects discussed below.
Personalization and segmentation
We start by understanding the ICP deeply. This goes beyond simply addressing recipients by name. It entails tailoring messages based on detailed research about business needs, industry challenges, and specific pain points.
Use of social proof
Social proof builds credibility in cold emails. It could mean mentioning successful case studies, highlighting past partnerships, or including statistics regarding achievements.
Optimal timing and follow-up
Based on data, analysis, and industry benchmarks, we identify optimal days and times that are most likely to produce high open and response rates. Moreover, the importance of follow-up emails cannot be overstated. These are strategically timed and crafted as reminders that prompt a response without being intrusive.
Comprehensive email campaign management
From the initial outreach to the detailed follow-up sequence, every step in Belkins’ cold email strategy is meticulously planned and executed. This includes advanced tools for email deliverability and maintaining a high sender reputation.
4. Social media engagement
Cold calling suffers from low engagement rates because it interrupts potential customers without any prior interaction or established rapport. In other words, it lacks personalization and relevance.
Social media gives a way to interact with potential customers in a space where they’re already active and engaged. The opportunity lies in discovering and leveraging interests to kick-start natural conversations.
Furthermore, social media platforms come with a wealth of data about user interests, behavior, and interactions. Use this data to craft outreach and produce more relevant and personalized messaging.
Overall, social media offers a far less intrusive and natural means of interacting with a customer base. Combine this with the ability to distribute content and it’s easy to see why it boasts much higher engagement rates compared to cold calling.
How Belkins uses LinkedIn for lead generation
LinkedIn is the preferred social media platform for B2B lead generation. Here’s an abridged version of our multifaceted LinkedIn strategy.
Profile optimization
We begin by fine-tuning our client’s LinkedIn profile so that it makes a strong first impression. This involves auditing the profile, optimizing sections like the headline, headshot, cover photos, about section, experience, skills, and other factors that contribute to increased credibility and views.
Sophisticated prospecting
Using advanced search and filtering tools, we target potential clients who match our client’s ICP. The result is a tailored list that represents the most promising prospects for outreach.
Thought leadership content
To increase our client’s audience and establish expertise, we tailor a content strategy. It includes publishing exclusive content that resonates with the target audience and drives engagement.
Performance tracking of each post lets us refine this strategy over time, continuously converting followers into qualified leads.
Active LinkedIn outreach
Connection requests are sent out with personalized messages to potential leads who’ve interacted with our client’s profile or content in some way. If the initial messages don’t receive responses, we initiate a series of follow-up messages to maintain engagement and encourage a discussion about client offerings.
The tactic to understand here is to always move the conversation toward potential sales.
Leveraging LinkedIn Ads
To amplify reach and engagement, Belkins also utilizes LinkedIn Ads. Different ad formats, such as Sponsored Content and Lead Gen Forms, are used depending on the campaign goals.
5. Networking events
Building trust over a single phone call is not realistic. In-person first impressions can go much further in terms of establishing credibility.
At networking events, salespeople engage directly with potential clients who are already interested in new business opportunities.
For instance, a salesperson can demonstrate products, answer questions face-to-face, and gauge interest, resulting in more qualified leads.
Additionally, the context of events often uncovers specific needs and pain points that were previously unknown. This provides a level of insight not likely to be obtained through cold calls.
Belkins’ networking strategy for GE HealthCare
Just attending networking events is not enough. A structured approach is needed to get the most out of interactions. Here’s a step-by-step overview of how we helped GE HealthCare (part of General Electric) book 135 high-value meetings over 7 months.
1. Set clear objectives
GE HealthCare aimed to secure 30 prescheduled meetings at the RSNA conference to spotlight their Enterprise Imaging solutions. Setting this as a clear objective worked to guide our entire outreach strategy.
2. Identify and prioritize prospects
Using detailed attendee lists, together with GE HealthCare, we prioritized key decision-makers relevant to GE’s business goals.
3. Cold outreach
Prior to the conference, we launched a targeted cold email campaign that was based on the initially obtained lists and our own research.
4. Personalize communication
We crafted personalized email templates for each conference (based on the targeted accounts attending), focusing on GE’s solutions and value propositions. Our best template ended up generating 52 face-to-face meetings.
5. Remind and follow up
We implemented a reminder campaign to minimize no-shows and maximize attendance. Additionally, follow-up campaigns targeted both attendees and those who missed the meetings, aiming to schedule online appointments.
6. Continuous adjustment
We continuously monitored engagement and conversions for each campaign and adjusted them based on A/B test results and feedback.
7. Reporting and analysis
We were meticulous in measuring and reporting the campaigns’ success, with metrics like lead-to-appointment conversion rates and reply rates monitored across different conferences. For instance, the RSNA conference saw a 9.10% conversion rate and a 16.28% reply rate, with 65.90% positive replies.
6. Referral programs
Cold calling starts the conversation at a place where trust and recognition are low. This makes it difficult for salespeople to break through initial skepticism and results in lackluster conversion rates.
Referral programs offer a way to leverage existing relationships by building on the trust that clients already have with their peers. They do this by incentivizing satisfied customers to introduce products and services to their network.
Incentivizing referral program participation
Referral program success heavily depends on active customer behavior. Here are a few best practices, strategies, and tips businesses can use to motivate referral program participation:
- Financial rewards: Offer cash rewards, discounts, or credits for future purchases.
- Tiered rewards: Implement a tiered reward system where rewards increase with the number of successful referrals.
- Nonfinancial incentives: Exclusive access, special recognition, or gifts can also serve as powerful motivators, especially if they align with customer interest and values.
- Ease of use: The referral process should be as simple as possible. Provide a straightforward method to refer others, such as a personalized referral link that can easily be shared via social media or email.
- Transparency: Keep participants informed about the status of their referrals and rewards to encourage continued participation. This might include notification emails or a dashboard where customers can track their referral history.
- Recognition: Publicly acknowledging top referrers grants social recognition and encourages a competitive spirit among participants. This can be done by featuring them on the company website, in newsletters, or on social media.
Other cold calling alternatives
The methods we’ve discussed above can serve to, in some cases, replace cold calling, while in others complement efforts.
The following cold calling alternatives are less direct. For companies relying heavily on cold calling for outreach, these should be seen as supplementary means of rounding out marketing.
7. SMS marketing
Short Message Service (SMS) marketing offers a method of outreach that’s both complementary and less intrusive than cold calling.
More often called “text messaging,” SMS boasts higher open rates than email. It offers a way to send timely, personalized messages directly to customer phones. These can include promotions, updates, or alerts.
SMS is often used to complement cold calling by establishing a connection with the warm lead before a call. After the call, use it to thank the customer, provide additional information, or remind them of upcoming appointments or promotions.
8. Thought leadership blogging
Thought leadership blogging lets businesses demonstrate expertise and authority in their respective fields. This makes it uniquely powerful for building credibility and trust with customers seeking knowledge from industry leaders.
Thought leadership example by Michael Maximoff — From Zero to Agency Hero
Engagement rates are also higher with blogging than with traditional advertising. By consistently publishing insightful, authoritative content, leaders position their businesses as a team of approachable experts.
However, one common misconception regarding thought leadership content is that it’s meant purely to share knowledge. In addition to informing and educating, blog content should always compel readers to take some action toward solving the specific problem they are currently grappling with.
9. Engaging through podcasts
Podcasts facilitate deeper conversations with a highly engaged audience. This medium is an exceptional platform for businesses that thoroughly want to explore and share industry trends, insights, and solutions.
Similar to thought leadership blogging, podcasting lets individuals dive into a specific industry niche, spark discussion, and build trust. However, it’s not necessary to launch a new podcast. Taking part in the discussions of related podcasts offers some of the same benefits without the expense of time and resources.
Trends in cold calling and lead generation
While cold calling has its challenges, it remains a viable strategy for many businesses.
However, lead generation strategies are evolving, with a shift toward integrating multiple outreach channels.
The trend is to treat cold calling as one component within a comprehensive multichannel approach. By blending cold outreach with lesser intrusive methods such as content marketing, social media engagement, and referral programs, businesses stand to better meet modern expectations.
Whatever outreach methods your business transitions to, we encourage you to choose those that broaden the scope of potential interactions and meet prospects throughout the entire customer journey.
Ready to get started with Belkins?
If you’re eager to learn more about Belkins, here are several options and free resources that will help you on your outbound sales journey:
- Hire Belkins: To discuss your current business goals and how we can potentially help achieve them, contact us.
- Belkins case studies: Learn how we’ve generated 4,760,850 leads and millions of dollars for businesses of all sizes. Read their stories.
- Belkins Growth Podcast: Meet our VP of sales, Brian Hicks, and Belkins cofounder, Michael Maximoff, as they interview the pros on market challenges, effective sales practices, and business perspectives in various industries. Listen to the Belkins Growth Podcast.
- Belkins webinars: Become a member of our community. Subscribe to gain access to exclusive insights.
