Our co-founder Michael Maximoff joined the Marketing Spark podcast to challenge everything you think you know about cold outreach. Let's be honest — cold emails have earned their bad rep. Spammy messages, aggressive SDRs, inboxes overflowing with generic pitches. But Michael's convinced it doesn't have to be this way.
In this episode, he unpacks why most outbound strategies crash and burn, and makes a case for treating outreach as a marketing function instead of just another sales tactic. The big revelation? Relevance crushes personalization every single time.
Michael shares hard-won lessons from building Belkins into a global operation, how AI can create genuinely relevant buyer journeys (not just mail-merge garbage), and why CEOs need to step up as their company's chief marketers.
If you're tired of playing the numbers game and want to turn cold outreach into something that actually builds trust and relationships, this conversation will change how you think about the entire process.