Blog

Is cold calling still effective in the digital age?

The answer is yes!


Over the years, we’ve heard claims that "cold calling is dead" many times. The term has sadly attracted a bad reputation based on poor practice by a few and is often associated with pushy tactics and poorly executed calls. No one enjoys those types of calls, and rightly so. But when done well, cold calling is still a powerful and valuable tool, as many of our clients would confirm. In fact, if cold calling wasn’t effective, it is unlikely that our business would be celebrating its 35th anniversary this year.

It’s easy to see why some think cold calling might be outdated in today’s world of chatbots, social media, email, and AI-driven marketing. However, the reality is the rise of digital marketing has created the perfect stage for a well-crafted, human connection to shine. Far from being obsolete, cold calling done well can complement and elevate modern digital strategies, adding a personal touch in an increasingly automated world.

Why is cold calling still an effective strategy?


The power of human connection

In a world flooded with digitally driven marketing, the value of direct human interaction differentiates. A cold call executed well by a skilled agent can create a memorable, authentic connection— often leaving a deeper impression than emails or digital messages.

While automated outreach - AI-driven emails and LinkedIn messages - can be effective, it can also result in poorly personalised, disengaging communication. Many of us recognise the overly forced "personal" messages that clearly come from bots. In contrast, a warm, authentic call from a real person can create a meaningful engagement that truly resonates.

Accelerated sales process

Skilled agents can build rapport, uncover prospect needs, and tailor their approach on the fly—dramatically improving the chances of conversion. This dynamic interaction quickly establishes mutual understanding, enabling both parties to confidently determine if there’s a good fit.

A live phone conversation allows agents to immediately address pain points, handle objections and tailor messages in a more personal and persuasive way than emails or texts, increasing the chance of conversion. In addition, conversations provide accurate, up-to-date insights in real-time that can accelerate the sales process. And, when interests align, the call builds trust and lays the groundwork for a relationship that digital channels often take much longer to establish.

Reaching hard-to-engage prospects.

According to Cognism’s 2024 State of Cold Calling Report, there’s a 75% chance of a prospect picking up on the first attempt. Some prospects ignore emails, scroll past ads, or are difficult to connect with on social media. A well-timed phone call can break through the digital noise, capturing attention in ways other channels often can’t.

This is especially true for senior decision-makers, who are often time-poor and less likely to spend time browsing online or responding to marketing messages. A phone call, when delivered by a skilled agent, is harder to ignore and offers an opportunity for immediate impact. By engaging directly, agents can quickly establish credibility, address key concerns, and open doors that might otherwise remain closed.

Multichannel marketing

Cold calling can be used standalone but ideally works alongside other channels such as email, social media, and inbound marketing. By integrating multiple outreach strategies, businesses can amplify their efforts and reach prospects more effectively. A multichannel marketing approach ensures broader coverage, drawing on the strengths of each platform for maximum impact. According to Gitnux

"businesses using three or more channels in their marketing strategy
achieve a 287% higher purchase rate."

Used strategically, drawing on digital cues, such as website visits or email opens, to time calls and integrate with other channels, phone outreach can help maximise conversion and overall ROI. It also gathers valuable customer and market intelligence and validates AI/digital insights so messaging, strategy and ROI can be improved across all channels.

What are the key requirements of successful cold calling?


Agents with the right skills

Cold calling is far from easy. Even the most seasoned salespeople shy away from this task.

It requires a mix of strong communication, empathy, and adaptability. Skilled callers can clearly articulate their message, actively listen to uncover prospect needs, and build rapport by adjusting their tone and approach. They need to be confident to field questions and objections, and resilient to remain composed and positive, even in the face of rejection. It is these qualities, combined with strong interpersonal skills and a genuine ability to connect, that make cold calls impactful and effective.

Clean, accurate data

A clean, accurate, and well-profiled database is essential for successful cold calling. It ensures agents are reaching the right prospects—those most likely to benefit from and engage with the offer —saving time and improving efficiency. Accurate data, such as correct contact information and up-to-date profiles, minimises wasted effort and helps build credibility from the first interaction. In addition, a well-segmented database allows for tailored messaging, enabling agents to connect with prospects on a more relevant and personal level, significantly increasing the chances of a positive outcome.

Bespoke systems for insights, analytics, and productivity

The right technology can transform cold calling from a challenging task into a streamlined, insights-driven process. Bespoke systems and calling platforms provide analytics and actionable insights that empower agents to make informed decisions during every interaction, improving call fluidity and lead conversion. These systems systematically collect telemarketing data and provide advanced analytics to improve strategy and gain deeper customer and market insights. They also track key metrics such as call volumes, duration, and outcomes, helping increase productivity and smooth workflows.

Compliance

Data protection and privacy laws, including the General Data Protection Regulations (GDPR), require businesses to use personal data only for legitimate purposes and to respect individuals' privacy rights. However, with the proper protocols, it is still possible to conduct cold calling in a compliant way. Navigating strict regulations can be complex and businesses need to have the right processes and staff training in place when running cold call campaigns.

Cold calling tips


Research and preparation.

The days of generic cold calls are over. Thorough research and preparation are essential. Know your prospect’s business, pain points, and industry trends before reaching out.

Keep it personal and genuine.

Avoid a scripted approach and be authentic, clearly explaining the purpose of the call and respecting the prospect’s time. Tailor the conversation around your prospect’s interests and priorities. Cognism reports:

"if your opening line includes a reason for calling,
your call success rate could increase by 2.1%."

Empathy and listening

Effective sales calls prioritise empathy and active listening. A customer-centric approach fosters trust and ensures a more meaningful dialogue.

Continuous refinement

Continuous improvement is essential. Where systems allow, monitor key performance indicators (KPIs), analyse data and insights, and use call recordings to continuously refine the approach.

So, is cold calling still effective? The answer is yes!

In today’s digital world, cold calling is far from dead. It remains a valuable tool either standalone or when integrated within a multichannel marketing strategy. The key is to balance traditional tactics with modern tools, ensuring that outreach is both personal and data driven. When done correctly, cold calling can cut through the digital noise and create meaningful human connections that drive success.

Read more on the value of cold calling

Read more

Related articles

The telemarketing channel – an engine for growth

The telemarketing channel – an engine for growth

Wednesday, January 8, 2025
Find out more
Six strategies to drive sales growth in 2025

Six strategies to drive sales growth in 2025

Friday, November 29, 2024
Find out more
Personalised marketing - the power of the human touch in telemarketing

Personalised marketing - the power of the human touch in telemarketing

Wednesday, November 13, 2024
Find out more
Ethical telemarketing: a reality, not a myth

Ethical telemarketing: a reality, not a myth

Wednesday, October 9, 2024
Find out more

Our full range of telephone services

Data Services

Flexible Data Services

Data Cleansing
Data Cleansing
Clean, up-to-date data delivers better quality leads and boosts sales
Read more
Data Enrichment
Data Enrichment
Data enrichment helps you better connect with your target audience and delivers actionable insights, improved conversion
Read more
Email Opt-ins: GDPR
Email Opt-ins: GDPR
Do you have a clean, compliant, opted-in database?
Read more

Pre Sales Research

Drive your sales strategy with telephone interviewing

Pre Sales Research
Pre Sales Research
Arm your sales and marketing teams with clear customer intelligence and actionable insight.
Read more

Telemarketing

Telemarketing that’s personal, agile, smart and insightful.

Lead Generation
Lead Generation
A steady stream of qualified buyers
Read more
Call Handling
Call Handling
We can provide your customers with an expert, personalised service - making every interaction count
Read more
Appointment Setting
Appointment Setting
Successful appointment setting requires meaningful human interaction with senior decision makers
Read more
Lead Management
Lead Management
Improve lead flow and quality - turn inbound leads into sales
Read more
Event Marketing
Event Marketing
Engage high value attendees and drive registrations
Read more
Lead Qualification / Nurture
Lead Qualification / Nurture
Move leads through the funnel more strategically with our expert lead qualification and lead nurturing services
Read more

Sales

High-performance Telesales

Telesales / Inside Sales
Telesales / Inside Sales
Flexible, high performance transactional telesales and complex inside sales services.
Read more
Account Based Marketing
Account Based Marketing
Increase profitability, reverse churn and increase customer lifetime value.
Read more

Post Sales Research

Strengthen customer relationships

Welcome Calls
Welcome Calls
A welcome call is an opportunity to reach out to new customers and reduce customer churn, as part of an effective customer management strategy.
Read more
Customer Satisfaction
Customer Satisfaction
Gain a more nuanced view of your customers’ experiences through phone-based surveys.
Read more
Treating Customers Fairly / Compliance
Treating Customers Fairly / Compliance
An FCA authorised and regulated business, our expert team can help you meet your TCF compliance needs.
Read more