How to use cold outreach to generate B2B sales


Kevin Urrutia


B2B Marketing


May 05, 2024

You realize that every position in a company is a sales position. But cold outreach methodology is one of the best ways to generate more B2B leads and sales.

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

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

Lead Generation

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

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

We focus on direct response and customer acquisition in e-commerce, lead gen, and mobile. When it comes to results and leads, we speak your language.

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 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.

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

Before starting your outreach campaign, you should have at least 7000 leads in your database.

Bounce rate checking

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

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

This is the moment when you must be very careful.

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

You can check them in FindThatLead and UpLead too.

You are 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 quickly find your best-performing templates with testing, but here is one more technique you can use to make them as best as you can be.

Monitoring your competition will help you see how they are doing their outreach, 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 outreach templates with significant competitive advantages.

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

A 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 beneficial for creating great outreach templates.

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

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

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

In the last six months, [your company] built five enduring businesses from scratch! We’ve been monitoring [leads’ company] performance for several months, and we think you have many undiscovered potentials!

We want to cooperate with you!

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

I 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.


Always, and always follow up with your potential customers.

The best technique is to use two 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. You can see how we have managed to scale [your clients’ company] revenue by 280% in the first four 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 advice.

The second and last follow should be a “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 to skyrocket 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 significant increase in your open rates after this email.


To create an excellent outreach campaign, you must follow the steps above—all of them.

You probably realize why Lead Generation is essential.

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, it’s time to grow your business.

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