There is a new trend in the B2B marketing community that is quickly replacing the cold call. I call it the cold email, but it’s more than just that.
Here’s how it works:
Yes, this is less invasive. Yes, this is more likely to pique my interest.
But there is a risk. If I’m not interested in what you’re offering, the follow up might be just as annoying as the cold call you’re trying to replace. And if the sales team is instructed to get in touch as if we’ve already spoken, as experience has told me most are, it feels like a trick.
Cold emails are a good idea, especially if you are giving those potential clients useful information. But in order to get the best response, I’d recommend replying to the email with a suggested call time rather than following up the initial email with a call.