Cold calling has long been the backbone of B2B prospecting, but buyer behaviour has shifted. Today’s decision-makers are busier, harder to reach by phone, and more comfortable with digital-first interactions. For sales teams, this isn’t a problem — it’s an opportunity. By diversifying outreach across modern channels, you can still book high-quality meetings without relying solely on the phone.
The key is to meet your prospects where they spend their time and to engage them in ways that feel natural and relevant.
Email Outreach: The Foundation of Modern Prospecting
Email remains the cornerstone of digital prospecting — when done right. Unlike phone calls, emails allow prospects to engage at their convenience, reducing friction and irritation.
The strongest results come from personalised, well-timed emails. Referencing a prospect’s recent company news, industry challenges, or even social media activity transforms a generic pitch into a tailored, relevant conversation starter. Automated nurture sequences then build trust by sharing useful insights before making a direct ask.
Done properly, prospecting emails average 8–15% response rates — and when paired with multichannel follow-up, those numbers climb even higher.
LinkedIn Outreach: Professional Networking at Scale
LinkedIn has evolved into one of the most effective prospecting tools available. With over 30 million UK professionals active, it offers unparalleled access to decision-makers.
Outreach on LinkedIn feels more natural than cold calling because it’s framed within a professional networking context. Using advanced filters (or Sales Navigator), you can target prospects by role, company size, sector, or even recent activity.
Typical connection request acceptance rates range from 20–40%, far higher than cold calling answer rates. Once connected, conversations can flow naturally from LinkedIn messages to email, and eventually, to meetings.
Website Visitor Identification: Turning Anonymous Traffic into Warm Leads
If a prospect browses your website — especially high-intent pages like pricing or case studies — they’re signalling real interest. Yet many leave without filling out a form.
Website visitor identification tools solve this by revealing which companies are visiting your site. With this data, sales teams can prioritise outreach based on intent.
The timing is powerful. Instead of cold outreach, you’re contacting prospects already exploring your solutions, making conversations warmer and conversion rates stronger.
Video Messaging: Adding Human Connection at Scale
Personalised video messages are a game-changer for outreach. A short 30–60 second video allows reps to introduce themselves, reference the prospect’s challenges, and deliver a clear value proposition.
Video cuts through crowded inboxes because it feels personal and human. It also builds trust before the first meeting by letting prospects see and hear the rep.
The numbers speak for themselves: video prospecting can generate 200–300% higher response rates than standard emails.
Social Selling Beyond LinkedIn
Other platforms can also play a role in outreach. Twitter, industry forums, and professional communities allow for authentic relationship building through shared content, comments, and discussions.
The golden rule: provide value first. Share insights, comment thoughtfully on relevant posts, and engage in industry conversations. This credibility makes direct outreach feel like a continuation of dialogue rather than a cold interruption.
Multichannel Integration: The Modern Prospecting Blueprint
The best results come from combining these channels. A prospect might:
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See your LinkedIn post.
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Receive a personalised email.
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Watch a video message.
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Then book a meeting after consistent, valuable touchpoints.
This integrated approach mirrors how modern buyers research — across multiple platforms, on their own timeline.
Cold calling isn’t dead, but it’s no longer the only way to secure meetings. By embracing email, LinkedIn, video, website visitor tracking, and social engagement, sales teams can build warmer, more natural conversations — and consistently move prospects through the pipeline.
