Proven Cold Calling Strategies for 2023

Is cold calling worth it? It’s popular to say that cold calling is dead, but while its glory days are certainly over, connecting one-on-one with a prospect via a sales call is still a powerful sales tool, at least for some industries.

Not every business will find cold calling worthwhile, but for those who do, approaching it with proven strategies and the right technology makes all the difference. Read on to learn if cold calling is the right fit for your business, along with insider knowledge on how to cold call effectively.

How to Know if Cold Calling is Right for You

While cold calling has never been easy, today it can be nearly impossible to reach the person you want to speak to. Between caller ID, answering services, and other gatekeepers, making cold calls can be extremely time-consuming. For some companies, this is just the cost of doing business, while for others, cold calling is simply unsustainable.

So how do you know if cold calling is right for your business?

Data shows that experienced sales reps can expect to spend about 7.5 hours of sales calling to gain a referral or book one appointment. With these statistics, it’s easy to see why so many assume that cold calling just doesn’t work anymore. But if your profit per sale is high enough, and you can dial enough phone numbers per day, then cold calling might be worthwhile for your sales methodology.

Consider this scenario:

  • $5,000 average profit per sale
  • 20% of appointments lead to sales
  • $4,000 per month base, paid to full-time appointment setter

Seven-and-a-half hours of cold calling per day (using a power dialer) should net around 20 appointments per month, leading to four sales per month. This brings in $20k profit per month; $15k once the rep and sales expenses are paid. In this case, cold calling is a viable business strategy, even with the low conversion rate.

Of course, you’ll need to leverage your own data to figure out if making cold calls is the right choice for your business. If the numbers work, keep reading to find out how to cold call for the best possible results.

Anatomy of a Successful Cold Calling Strategy

In order to cold call successfully today, you’ll need two things: effective technology and proven cold calling techniques. Technology is your tool for maximizing efficiency, and technique comes down to each person’s sales skills and powers of persuasion.

Technology: The Backbone of Cold Calling

The following sales tools are absolutely necessary for cold callers:

CRM or Prospecting Software:

A customer relationship management (CRM) platform, such as the HubSpot Sales CRM, is essential technology for cold calling campaigns. You can use it to track outreach, follow-up, and other sales tasks, and it’s vital for successful sales process automation. A prospecting tool can be used in addition to your CRM, but make sure the software is integrated so your CRM is always up-to-date.

Phone System (VoIP):

A VoIP phone system is necessary for cold calling (unless you have an existing company landline that integrates with your CRM). A good VoIP like Kixie or Aircall will integrate seamlessly with your CRM, automatically logging call details as you go.

Power Dialer:

Power dialers automate the dialing process and maximize efficiency by connecting sales representatives only with the leads that answer. And as soon as you hang up, it dials the next number. This is the secret sauce for cold calling success. Remember, if your profit per sale is high enough, and you can dial enough numbers per day, then cold calling can be a great way to generate sales.

It’s important to note that power dialers are not the same as auto dialers and predictive dialers, both of which call multiple people at a time. These may allow you to rack up more calls, but you’ll risk coming across as scammy and impersonal. Power dialers automatically dial the next number if the line is busy or disconnected, or if there is no answer. This avoids this issues surrounding auto dialers and predictive dialers, while still allowing you to make the maximum number of calls.

Before making any calls, be sure you’re aware of the telemarketing laws and regulations in your state.

Cold Calling Technique

Follow a Strict Process

If you want to be successful at cold calling, you need to consistently follow a clearly defined process, like the four-step cold calling process we mention below. There’s nothing that will destroy the effectiveness of your cold calling campaign quicker than haphazardly making phone calls and winging the follow-up. Following a clear process is a vital step to cold calling success.

Utilize a Cold Calling Script or Call Architecture

Another area where you definitely don’t want to be winging it on cold calls is your call script. When most people think of call scripts, they think of the boring, repetitive, robotic call scripts you hear from huge corporations like Comcast or AT&T. While this impersonal approach isn’t ideal, you’re not going to do yourself any favors by going entirely off-script.

A far more practical solution is to use a call architecture. While call templates can be linear and one-dimensional, call architectures track the most common paths a sales conversation is likely to take, and develop responses for each one to keep the conversation going in the right direction. Also, good call architectures allow you to practice many different conversational paths so you can navigate calls comfortably and consistently without needing to read directly from a sales script. We dig into how to create your own call script or call architecture in the paragraphs below.

How to Create Effective Cold Calling Scripts, aka Call Architectures

As we mentioned above, call architectures are a significant improvement to boring, one-dimensional call scripts. But how do you go about creating one?

To start, think through the common (or likely) responses you’ll get when making a cold call – for example, “they’re not available right now,” “we already have a contract with your competitor,” and “sent to voicemail.”

Then, create a script for each conversation path, with branches for the common responses for each step. Basically, a call architecture is a flow chart showing the common pathways each call might take.

Each “bubble” or step in the call architecture should include three parts:

  1. An example of what to say. This is an example of the best response to this objection, question, pain point, or situation. A traditional call script stops here.
  2. A breakdown of each component of the response – essentially a formula for how to address the sales objection, question, or situation so that responses are phrased naturally without the robotic wording of a script.
  3. An explanation of the response and why it works. This isn’t necessary if you’re creating a call architecture for your own purposes, but is really helpful when you’re training other reps.

A Proven Four-Step Cold Call Process

As we’ve mentioned, the most important cold calling tip is to follow a defined process. This will help you reach potential customers, increase your success rate, and get the ever-important “yes.”

1. Reach Your Contact

Most of the time, reaching the decision maker will require getting past a gatekeeper. Keep in mind that the more rehearsed and “salesy” you sound, the less likely you’ll be able to get through. Instead, speak clearly and confidently, and be concise. It’s likely that you’ll need to make multiple attempts to get through to your contact, but this is a great opportunity to keep practicing and improving your sales skills.

2. Get Their Permission to Speak

A popular sales technique in cold calling is using the intro “Did I catch you at a bad time?” There are several reasons that this works so well:

  • You’re immediately addressing any resistance they may have.
  • It sets the person you’re calling at ease by giving them a polite and easy out of the conversation.
  • If they do say it’s a bad time, you have an opening to ask for a time that does.
  • If they say they have a few minutes or ask what this is about, they’re granting you permission to speak for a minute or two.

Ultimately, regardless of whether or not they choose to speak with you, you’re leaving the impression that you are polite and respectful of their time.

3. Get Them to Understand Why You’re Calling

Once you have their permission to speak, you need to be clear and get to the point immediately. No one is going to be interested unless you can clearly explain why you’re calling. Practice communicating this in a clear and concise manner.

4. Get Them to Your Conversion Goal

Your conversion goal (the desired result of each call you make) is typically to either schedule a demo or book an introductory call. Once the contact understands why you’re calling, your only aim should be to achieve this conversion goal.

A good line for this is:

“I know you weren’t expecting my call today so how about we schedule something for ________ or ________ instead?”

People who answer a cold call are rarely ready to drop everything and dive into conversation with you. If they’re interested, then get a formal discovery call on the books during your first call where they can devote their attention to you.

If they want to discuss it now, or ask you some questions first, they’ll do it. But don’t answer unasked questions or start a sales pitch when your ideal outcome is a scheduled, formal sales call.

Common Cold Calling Pitfalls

Once you’ve set yourself up with the right technology, techniques, and call architectures/dynamic call scripts, you’ll be well on your way to cold calling success. But even experienced salespeople make all-too-common cold calling mistakes.

If you want long term success in your cold calling strategy, avoid the following cold calling mistakes:

Don’t Rely Solely on Cold Calling

If you determine cold calling is a good idea there’s one golden rule: don’t put all of your eggs in this basket. Cold calling should never be the only channel you use to drum up deals. A good outbound cold calling campaign can take six months to a year to fill the pipeline even if everything works out as planned. Making this your only way to get new deals can be a devastating, even fatal, mistake.

Warm calling, cold email, outreach through LinkedIn and other social media platforms, and even in-person selling can help you find potential clients and nurture existing relationships.

Don’t Think it Will Be Easy

Cold calling stinks. There’s some good days, but the overwhelming majority of people hate cold calling. It’s hard, frustrating, and people aren’t friendly. Don’t plan on cold calling being easy. Plan on it being several times more difficult than you can possibly imagine. That said, if the numbers still make sense, do it. Just don’t expect it to be easy.

Don’t Lose the Metrics

Failure to accurately track your sales metrics will bite you in the ass in the long run. Make sure you (and everyone on your sales team) are accurately logging call details and tracking sales outreach activities. This will give you the data you need to make better decisions and transparency to know when and where improvement is needed.

Don’t Get Lazy

Remember that cold calling is a numbers game – if you can’t do it efficiently, you’re not going to be successful. Leverage technology, follow systems and call architectures, and be consistent with outreach and follow ups. Consistent effort = consistent results.

In Conclusion

Cold calling isn’t for everyone, but if your average order value is high enough to justify the time needed and low conversion rate, it can be a powerful sales tool. But don’t approach it haphazardly, and don’t expect it to be easy. As with anything, the right product, technology, and technique will go a long way toward setting your business up for cold calling success.

Close CRM – Everything You Need to Know

If you’re in the market for a CRM with a built-in power dialer, or are looking for a full-featured sales management tool that’s easy for team members to learn and use, you’ve probably heard of Close. While it won’t meet the needs of every sales team, it is a solid CRM with several useful features.

Every customer relationship management (CRM) platform has strengths and weaknesses, and knowing the potential pros and cons of the CRM software you’re looking to purchase is an essential part of the research process. Read on to learn more about Close CRM.

Close CRM Strengths:

Close has great calling features

Close is surprisingly well equipped for making calls. Power dialers are the first step toward consistently making a high volume of sales calls, and Close has this feature natively. This is great since adding an efficient dialer onto most other CRMs is either impossible, expensive, or integrates poorly. With Close you get this feature right out of the box.

Close is easy to learn and use

A major strength of Close is its ease of use, which is partially because its features and options are so limited. That said, Close sticks to its core activities (namely calling and deal tracking) and does those well in a simple, easy-to-navigate format.

Close CRM Weaknesses:

Reporting is extremely limited

If you’re looking for solid reporting capabilities, you may want to consider HubSpot Sales CRM or Pipedrive CRM, as Close’s reporting functionality is extremely limited. While there have been a few improvements in recent years, Close still offers only a few basic reports. Enterprise users have slightly better options with custom graphs, but these remain unimpressive when compared to other CRMs.

Customization is limited

Close will look pretty much the same for any salespeople using it. You’re not able to change the user interface much, and while you can create custom fields on the dashboard and properties to record data, you can’t do much with them.

Other Close CRM Features Worth Noting:

Multichannel inbox – Communicate and follow up with prospects by email, phone, and text from one central inbox.

Dynamic template tags – Add tags to email templates to easily create automatically personalized emails in a bulk email campaign.

Call recording – Access recorded calls directly from the contact page.

Power dialer – Automatically call through your lead list without delays between each call.

Predictive dialer – Native software that lets you dial multiple numbers at once and automatically connect once someone picks up.

WorkflowsSales process automation that enables you to assign leads, create tasks, and reach out via email and SMS.

Bottom Line:

Close CRM has great calling features and is easy for sales reps to learn and use. It has integrations with Zapier, ChatGPT, Segment, HubSpot, Gmail, Google Calendar, and more. It’s one of the only CRMs at this price point that offers a full-fledged predictive dialer.

Close pricing plans include Startup, Professional, and Enterprise tiers. Monthly rates are $49 (one user), $299 (three users), and $699 (five users), respectively. Users on the Professional tier – for example, small businesses – can add extra users for $99.

This may be the best CRM for teams with a sales strategy that requires making lots of outbound calls, as long as the reps’ sales skills won’t be hindered by minimal customization and a lack of in-depth reporting tools.

Telemarketing Laws: From Timeframes to Call Recording Consent

Despite the rise in social selling and email prospecting, telemarketing is still a staple of many companies’ outbound strategies. While it can be cumbersome to navigate each state’s specific requirements around telemarketing, the potential penalties for violations can be significant and include both fines and jail time in some states.

In this blog, we’ll walk you through your obligations around allowable time windows for telemarketing and recording calls.

Is Now a Good Time to Call?

It’s always a good practice to ask the person answering the phone if now is a good time to speak. But before you get that far, it’s important to know the restrictions around telemarketing call windows for the state you are calling. 

Telemarketing Timeframes and State Law

The Federal Communications Commission (FCC) and Federal Trade Commission (FTC) set the telemarketing sales rules at the federal level.

For example, the FTC’s National Do Not Call Registry is designed for consumer protection and levies steep fines against salespersons who call telephone numbers on the do not call list. And the Telephone Consumer Protection Act (TCPA) sets guidelines on “robocalls,” text messages, and other forms of unsolicited contact to protect the public from harassment, misrepresentations, and scams.

When it comes to timeframes for telephone solicitation, federal law allows for calls between 8 am and 9 pm local time at the called person’s location, but many states are more restrictive.

To help ensure interstate telephone calls are compliant with state laws, the table below lists allowable call times for states that are more restrictive than federal law.

List of telemarketing timeframes by state

 Why Record Calls at All?

Recording telephone calls can have multiple benefits for the company:

  • Training and Quality Assurance: For businesses, particularly those in customer service, recorded sales calls offer a goldmine of training materials to help your team improve their sales skills. They enable team leaders to review conversations, provide feedback, and train new staff using real-life scenarios.
  • Evidence: Recorded calls can serve as evidence in case of disputes or disagreements. They provide a tangible record of what was said, by whom, and when.
  • Memory Aid: Sometimes, we just need a reference to remember the specifics of a conversation, especially if it involves intricate details.
  • Note Taking: Many applications will allow users to download transcripts of call recordings. When you take those transcripts and ask ChatGPT to summarize them, including action items, you have everything you need to send a recap note to the meeting attendees.

Before You Click ‘Record’

While the benefits of recording calls are significant, recording such calls without consent can infringe on privacy rights, leading to potential legal troubles.

One-Party Consent vs. Two-Party Consent

In the U.S., the primary distinction in call recording laws revolves around consent: 

One-Party Consent:

If the sales rep’s state follows a one-party consent rule – and the prospect is also in a one-party consent state – only one person involved in the call needs to consent to the recording. This means if you’re the one recording the call, you don’t need to notify or get permission from the other party.

Two-Party Consent:

States with a two-party (or all-party) consent rule require that everyone involved in the conversation consent to being recorded. This is where it gets tricky, especially for businesses operating in multiple states.

Below is a table presenting one-party and two-party consent states. Note: If you are not sure of the jurisdiction of the person you’re speaking to, it’s always safer to obtain consent.

Call recording telemarketing laws by state

Telemarketing Laws for International Call Recording

The telemarketing laws surrounding call recording are even more complex when businesses operate internationally. The following is a sample of existing requirements for recording phone conversations. It is essential to review local regulations in detail, especially if you’re operating in or calling to/from different countries.

European Union

With the introduction of the General Data Protection Regulation (GDPR), the EU has set stringent guidelines about data protection and privacy. When it comes to phone call recording, businesses must ensure that they receive consent from the participants, maintain records securely, and confirm that the reason for using a call recorder fulfills one of five specific conditions.

Before you record a call, be sure it is:

  1. Necessary to fulfill a contract to which the participant in the call is a party.
  2. Required to meet a legal obligation to which the recorder is subject.
  3. Needed to protect the vital interests of one or more participants.
  4. In the public interest or in the exercise of official authority vested in the recorder.
  5. In the legitimate interests of the recorder, unless those interests are overridden by the interests of the participants in the call which require protection of personal data.


Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) mandates businesses to obtain consent before recording phone calls.


The Privacy Act dictates that call recording is permissible provided the other party has the required oral disclosure that the call is being recorded.

Best Practices for Compliant Call Recording

For Outbound Cold Calling 

If both states are one-party consent states, record the call and do not inform.

However, if one state is a two-party consent state, do not record the call.

For Inbound Calls

Many businesses use prerecorded messages at the start of the call. For example, “This call is being recorded for quality and training purposes.”

Secure Storage

Recorded calls contain personal data, like phone numbers, credit card information, and even material information that could be sensitive for their business. Good businesses practices should ensure that these records are stored securely, limiting access only to authorized personnel.

Train Your Staff

Ensure that your team understands the importance of following call recording laws. Provide regular training to keep them updated, and monitor to ensure compliance.

Stay Updated

Telemarketing laws and regulations change. Make it a point to stay updated with local, state, national, and international laws pertaining to call recording.

Tools for Recording

It’s important that your team has the right sales tools. Most video calling platforms like Zoom, Google Meet, and Microsoft Teams provide audio/visual recording capabilities. If you’re making calls from a VoIP, or only have audio recordings, we recommend TL:DV. Upload your recordings to this tool for AI-generated notes and transcripts of your calls. 

While telemarketing remains a significant aspect of many sales methods, tread carefully in terms of both timing and call recording. By implementing best practices, consistently updating your knowledge base, ensuring staff training, and leveraging the right sales solutions, businesses can still effectively utilize telemarketing while maintaining compliance and fostering trust with their customers.

Enabling Buyers at Every Stage

Buyer Enablement helps steer prospects toward your offer. It’s about feeding them the right information at the perfect time, potentially boosting conversion rates by 20%.

The buyer’s journey into three stages: Awareness, Consideration, and Decision. Here’s how to craft content for each stage:

Awareness Phase

Goal: Educate and guide

What Buyers Want: Knowledge about their problem

Best Vehicles:

Indications that a lead is in the “Awareness” stage:

  • Website visits to educational or informational pages
  • Google searches with symptoms of a problem included in keywords
  • Attending informational events.

Tech that Can Help:

  • Social Media Management Tools: Tools such as Hootsuite, Buffer, or Sprout Social let you schedule, post, and monitor social media content to engage with early stage leads
  • SEO Tools: Platforms like SEMrush, Moz, or Ahrefs ensure content is optimized for organic search, attracting potential buyers during their research phase
  • Google Analytics: To understand the source of website traffic and what content potential buyers are engaging with

Consideration Phase

Goal: Showcase expertise

What Buyers Want: Deep insights, comparisons, and potential solutions

Best Vehicles:

Indications that a lead is in the “Consideration” stage:

  • Engagement with content that compares one solution with another
  • Inbound questions regarding specific differentiators of your products vs others
  • Engagement with tools like cost calculators and product configurators

Tech that Can Help:

  • Email Marketing Platforms: Tools like Mailchimp, HubSpot, or Constant Contact enable lead nurturing through email marketing and more
  • Chatbots and Messaging Platforms: Tools like Intercom, Drift, or MobileMonkey engage leads in real-time, answering questions and directing them to resources or reps
  • Webinar Platforms: Solutions like Zoom, Livestorm, or Webex hosting informational sessions or workshops

Decision Phase

Goal: Make the Sale

What Buyers Want: Address objections, showcase value

Best Vehicles:

Indications that a lead is in the “Decision” stage:

  • Requesting detailed pricing information, terms and conditions, etc.
  • Requesting references or further social proof (e.g. industry-specific specific case studies)
  • Requesting a trial

Tech that Can Help:

  • Sales Enablement Platforms: Tools like SalesLoft, Highspot, or Showpad equip reps with the right content or knowledge at the right time
  • Proposal and Quoting Software: Platforms like PandaDoc, Proposify, or Qwilr to create, send, and track professional proposals quickly
  • E-Signature Platforms: Solutions such as DocuSign or PandaDoc expedite the closing process by allowing leads to securely sign contracts or agreements online
  • Competitive Intelligence Tools: Platforms like Crayon or Kompyte help reps stay updated on competitors’ moves, allowing them to position their offerings more effectively

Pipedrive CRM – Everything You Need to Know

If you’re looking for a solid customer relationship management (CRM) platform that won’t break the bank, Pipedrive is a definite contender. While it’s not the best CRM for everyone, Pipedrive CRM packs a lot of value into a very affordable price point that makes it an appealing option for many users.

Pipedrive CRM Strengths & Weaknesses

Every CRM platform has strengths and weaknesses, and Pipedrive is no exception. Knowing the potential pros and cons of the CRM you’re looking to purchase is an essential part of the research process. Read on to learn what we’ve discovered as experienced Pipedrive users.

Pipedrive strengths:

Pipedrive offers the best value of any CRM

Pipedrive’s Advanced and Professional tiers provide significantly more value than other CRMs at that price point. Pipedrive’s Professional tier (~$60 user/month) includes workflow automations, webhooks, custom fields, quotes, e-signatures, email sequences, custom reporting, scheduling, a dialer, and more. The majority of these features are either not included with other CRMs or are priced upwards of $100 per user per month.

Pipedrive’s UI/UX is excellent

It’s tough to pack a lot of features in a CRM while keeping it streamlined and easy to navigate. Many people leave CRMs like Salesforce, Zoho, and ActiveCampaign because the user interface is too confusing and difficult for sales reps to navigate. Ease of use is important in a sales CRM solution. Pipedrive is user-friendly, visually appealing, and easy to learn, and it maintains the difficult balance of containing lots of data without being visually overwhelming.

Pipedrive Weaknesses:

Limited scalability

Because Pipedrive has many of the same features as enterprise CRMs, it’s easy to feel like you’ll never grow out of it, but features are different from capabilities. Anytime you see a feature advertised by Pipedrive, know that it will have fewer capabilities and be less customizable than the same feature in premium tiers of HubSpot or Salesforce.

This is a tradeoff many are willing to make, as the cost of Pipedrive is 10-20 times lower than a premium tier enterprise CRM software. However, changing CRMs is such a big job that ability to scale provides a lot of reassurance and not everyone will find that in Pipedrive.

Some key features require paid add-ons

There are features you’ll find in other full-suite CRMs that aren’t included with Pipedrive and must be purchased as add-ons. Depending on how you look at it, this could be a strength or a weakness, since a trimmed down core product helps keep the price down for those who don’t need these features.

However, many of these features are very basic and really shouldn’t be behind a paywall. For example, it’s an additional $32/month for a meeting scheduler, live chat, and web forms, which are all included in HubSpot’s completely free tier. Document library, document tracking, proposals and quotes, and e-signatures cost another $32/month. The list goes on.

Pipedrive Features for Sales Team Success

To be successful, sales reps must have a written, enforceable, transparent, and efficient sales process. The last two qualities, transparency and efficiency, are not possible without CRM functionality like the features we’ve listed below.

Pipedrive features that create efficiency:

Efficiency is the effort required from sales reps when moving deals through the sales process, from lead scoring to the moment you close deals. Too often, salespeople end up spending too much time on repetitive or even unnecessary tasks. By becoming more efficient, your reps will be able to spend more time actually selling. Time and time again, we’ve seen that increased sales team efficiency translates into increased revenue.

Pipedrive offers multiple sales tools to improve sales team efficiency. Below, we’ve listed a few of our favorites.

1. Workflow automation

Use workflow automations to email new leads, and set reminders for follow-ups and deal management. While Pipedrive’s workflow automations aren’t sophisticated, they’re enough to automate routine tasks. Also, Pipedrive integrates with many other software platforms, including third-party automation apps like Zapier for complex sales automation.

2. Smart contact data

Researching leads is an all too easy way for sales reps to waste time, but with Pipedrive’s Smart Contact Data there’s really no excuse for spending hours on inefficient lead research. Smart Contact Data uses publicly available information from the web and social sources, allowing reps to auto-populate lead information in just one click.

3. Two-way email sync

It’s important to log all communication in your CRM, and connecting your email inbox to Pipedrive via two-way email sync means you can put email logging on autopilot. Two-way email sync also enables transparency by providing visibility into conversations and negotiations in real time, making it easy to stay in the loop or quickly get up to speed as needed. Users who have synced their Gmail or other email accounts can also access email templates.

More Pipedrive features worth noting:

  • Sales forecasts – a comprehensive view of your predicted revenue.
  • Multiple sales pipelines – gives you the ability to separate your sales pipelines by product, team, or sales process for better visibility into each one.
  • Lead management – a complete overview of each lead and deal, with detailed communication and activity history.
  • Email open and click tracking – get notified when leads open your emails or click on a link you’ve sent them.
  • Native mobile apps – make changes to contacts, deals, and activities from your smartphone, whether on Android, iOS, Microsoft, or other operating systems.
  • Web-to-mobile calls – outgoing calls can be made from your desktop or you can send them to your phone.

Bottom line:

Pipedrive is a solid budget CRM that provides a lot of value for the price point. However, you may end up paying extra for basic features that are only available as add-ons. Still, it’s a great CRM platform, especially for small businesses that don’t need a lot of bells and whistles.

Boost Email Engagement with Video

Boost your email open rates by 19%, click-through rates by 65%, and cut unsubscribes by 26% with one tool: video. Video, especially in emails, has become a powerful marketing tool because:

  • It’s now affordable and accessible to produce high-quality content.
  • Videos can simplify complex topics better than text.
  • They showcase the brand’s personality, fostering familiarity.
  • They naturally grab more attention than plain text, boosting visibility and engagement.

For prospecting, videos are invaluable. Start with an email introduction and then offer a personalized video. This makes your video anticipated and tailored to the recipient, increasing engagement.

Example strategy:

  • Email 1: “Thanks for downloading our Commission Modeler. What challenges do you face in selecting the right commission structure? Reply, and I’ll provide a personalized video with recommendations.”
  • Email 2 (if no response): “Here’s a video about selecting the right commission model for various sales models. If you want personalized insights: <insert link to sales page>”

Thinking of using video? Here are tips:

  • Personalize: Address specific issues of the prospect.
  • Keep it concise: Aim for about 30 seconds. Anything longer than that, and viewers drop off.
  • Be clear: Have a succinct message with a defined call-to-action.
  • Prioritize quality: Even smartphone cameras work, but ensure good lighting, minimal background noise, and stability.

Expand video use to social media, post-event emails, testimonials, and demos. Incorporating video in your email marketing not only boosts engagement but also effectively addresses prospect needs, paving the way for conversion.