How to use cold outreach to generate B2B sales


Kevin Urrutia


B2B Marketing


October 20, 2022

At the end of the day, you realize that every position in a company is a sales position. But using cold outreach methodology is one of the best ways to generate more B2B leads and sales.

Cold emailing is one of the most used techniques for sales in the last 10 years and it’s based on several principles and immutable laws.

In this article, we will see what are these principles, and how to conduct them in order to generate high open rates and a lot of sales.

Lead Generation

Leads are your potential customers. And finding appropriate leads is one of the most important things you should do before even start your outreach campaigns.

The first step for a successful lead generation is to know who are your ideal customers.

Write down your potential customers characteristics:

  • Who are they
  • What are they doing
  • How old are they
  • What’s their position
  • Type of the company
  • Location
  • Other

Now it’s time to actually find them based on your ideal customer persona.

You can find them in a lot of places on the internet.

For example, you can use different online communities, like Meetup, Facebook Groups, Quora, etc. or you can go on LinkedIn.

The best way is to find your prospects manually because you will have the highest success rate.

If you don’t have enough time, you can use some of the products and SaaS tools to find your ideal customers.

Some of them are LinkedIn Helper, PhantomBuster, FindThatLead, UpLead and Voila Norbert.

You should have at least 7000 leads in your database before you even start your outreach campaign.

Bounce rate checking

When you find an incorrect email for your prospects, certain emails will “bounce”.

Higher bounce rate – less successful outreach campaign. Also, if you have a huge bounce rate, your website domain can easily go on a spam list.

This is the moment where you must be very careful.

There are numerous tools out there for validating your potential customers’ emails. One such tool that will compliment your budget is Clearout,  an advanced Email Validation tool that can help you to filter your database in a few minutes by removing the junk and invalid emails and providing a clean e-mails database which ultimately means 100% reach out.

You can check them in FindThatLead and UpLead too.

Building your templates.

Of course, you can always use some already generated templates for your outreach campaign, but the best way is to create your own.

Of course, your first template will never have a lot of open rates. The crucial thing here is to test as much as you can.

Test different types of templates on every 1000 leads.

You will easily find out your best-performing templates with testing, but here is one more technique you can use to make them the best as you can.

Monitoring your competition will help you to see how are they doing their outreach, what are their unique value propositions and how they’re communicating and reaching out to their potential customers.

You can use the knowledge you find out to generate your own outreach templates with great competitive advantages.

For example, if you monitor your competitors’ newsletters’ campaigns, you can find out what templates are they using and what are their unique value propositions.

Competitors App is a good tool for monitoring your competition. The product allows you to track your competitors’:

  • Newsletters
  • Social Media
  • SEO and PPC campaigns
  • Keywords and Website changes

Every channel you monitor can be very useful for creating great outreach templates.

Your outreach templates should be friendly, and you must get your potential customers’ attention with a headline and a first few sentences.

If you are a marketing agency, your headline and a first two sentences can be like this:

Subject: Hi [Name], Let’s skyrocket your profit by 200% in the first 3 months!

In the last 6 months, [your company], managed to build 5 enduring businesses from scratch! We’re monitoring [leads’ company] performance for several months, and we think that you have a lot of undiscovered potentials!

We would like to cooperate with you!

Will you be free next Friday for a quick 20 minute skype call?

Wish you to be more productive today than yesterday,

[your name]

In your first email, try to brief. Offer them value in the first sentence or even better in a headline if you can (like in the example above).

Be brief, and try to personalize your templates as much as possible.

Follow Ups

Always, and always follow up with your potential customers.

The best technique is to use 2 follow-ups after the initial email, It’s good to send them 2 – 3 days after the initial email.

First, follow up should be value oriented. For example:

Hi [Name],

You probably didn’t take me seriously in my last message, ya? 🙂

I’m sending you one of our case studies from the past few months. There you can see how we have managed to scale [your clients’ company] revenue for 280% in the first 4 months! 🙂

Let me know if you are free to chat this week 🙂


[Your name].

In the first follow up you can send them some articles, case studies, or even write down some pieces of advice.

The second and a last follow should be “closing” follow up. For example:

Hi [Name],

This is the last time I’m reaching out to you and the last time I’m offering you a chance for skyrocketing your growth and company.

Feel free to contact me when you’re ready.


[your name]

The purpose of this last follow up is to create a sense of missing something important in their heads. Usually, you will see a big increase in your open rates after this email.


If you want to create a great outreach campaign, you must follow the steps above. All of them.

You probably realize why Lead Generation is important.

Monitoring your competition will help you to create great templates.

Follow-ups will help you to engage more with your potential customers and to skyrocket your open rates.

Think and conduct everything very carefully. After you do all of this, then it’s the time for growing your business.

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