In a world saturated with digital outreach, we often forget the power of a simple, human conversation. Among the three main outbound prospecting methods/channels (Email, LinkedIn, and Calling), cold calling stands out as the most effective nowadays when it comes to B2B prospecting. Across all Expand In Asia 2024 client campaigns, a staggering 70.2% of first engagements with potential customers are generated via cold calls. In comparison, LinkedIn outreach accounted for just 21.6%, and emails trailed behind at only 8.2%.
Why does cold calling outperform other channels by such a significant margin?
At first glance, the dominance of cold calling might seem surprising, but after working with a wide range of B2B clients across industries, the pattern is clear: cold calling still drives the majority of first engagements.
This may seem counterintuitive. We have heard for years that cold calling is dead overshadowed by the rise of LinkedIn and social selling. And it’s true that warm introductions are powerful. But in reality, not every sales team can rely solely on warm intros to fill their pipeline. Factors such as company size, brand awareness, limited professional network of some sales reps, the need to engage in new markets/countries where it is sometimes simply not possible to get a warm intro, etc. will play a role.
As someone who previously worked at LinkedIn, I’ve seen firsthand the impact of Sales Navigator and the shift it brought to B2B outreach. LinkedIn has transformed how we identify and engage with prospects. But even with these tools, cold calling hasn’t disappeared. If anything, it’s evolved, perhaps even gone through a quiet rebirth.
Why is cold calling experiencing renewed success?
One reason is that conversations build connections. Cold calling isn’t just about delivering a pitch—it’s about listening, adapting, and responding in the moment. It allows you to uncover needs, answer questions, and create a dialogue in a way that static messages can’t match.
Another reason is differentiation, especially if your company operates in a highly competitive market. A well-placed cold call can set you apart from the noise. As a decision-maker, you’re used to receiving countless generic and automated emails. But few people will dare to pick up the phone and speak directly with you. While every channel has its place, there’s something about the effort and directness of a call that can make it stand out in the right context.
Of course, not everyone enjoys receiving cold calls. But when they’re made with the right intent, targeting the right company, speaking to the right person, and offering something genuinely valuable, they work. Consistently!
If cold calling isn’t part of your strategy, you could be missing out on high-value opportunities and overlooking a critical opportunity.
Are you open to explore the power of human-first cold calling and learn how we can help you connect with your ideal customers and increase your sales pipeline?
Contact us here for a consultation today!