The most common frustration I hear from B2B sales and marketing leaders is their inability to secure first appointments with qualified prospects. The common sentiment that I hear over and over again is this.
“We do really well as a sales team when we have an opportunity to tell our story. But we’re just not getting enough at-bats.”
For several years, traditional outbound prospecting methods (cold calling and email) in B2B selling have become less productive. The average cold call success rate in 2024 is 4.82%.
This statistic includes efforts to call into all sizes of companies and levels of target contacts. As you call larger companies and higher-level decision-makers, this number can plummet to less than 1%.
And email isn’t much better. Over 60% of all cold outbound emails go unopened by the target prospect.