B2B cold calling is the process of identifying the ideal business customers for your product or service, then reaching out to them directly by phone to start a conversation. It is an essential activity for B2B sales and marketing teams that rely on outbound lead generation to fill their pipeline with qualified prospects.
Why is B2B Cold Calling Important?
B2B cold calling is fundamental to the success of many outbound sales strategies. We have identified several factors that demonstrate its importance for B2B sales and marketing teams and the wider business.
Focusing on cold calling helps your organisation:
- Reach your Total Addressable Market (TAM) directly.
- Access accurate B2B contact databases for targeted outreach.
- Build a predictable and scalable outbound pipeline.
- Gather market intelligence that supports lead generation marketing, and campaign optimisation.
- Strengthen brand awareness through one-to-one conversations with decision-makers.
And most importantly:
It helps generate revenue if you do it correctly.
The success of your cold calling campaigns depends on the data that your sales and marketing teams have at their disposal.
If SDRs have inaccurate or incomplete contact details for B2B sales leads, they cannot effectively connect with the right decision-makers.
If demand generation marketers provide imprecise target account lists, it becomes much harder to develop personalised cold calling scripts or to combine calls with prospecting email templates that convert.
High-quality B2B data is also fundamental to analytics and forecasting. It provides the bedrock for KPIs and benchmarks for individuals and teams, enabling companies to measure their call activity, conversion rates, and results.
The insights gained from studying cold calling data can be invaluable. Sales leaders can quickly identify weaknesses in the cold calling process and make adjustments. The most successful B2B companies keep their data accurate and use it in their day-to-day decision-making.
Many organisations work with top lead generation companies or use B2B lead generation services to source high-quality, globally compliant business contact data for their cold calling campaigns.
If you would like to learn more about how Konsyg’s cold calling execution can benefit your team, click the link to book a call with a cold calling expert.
Konsyg B2B Cold Calling Services
If you want to learn more about B2B data for cold calling, we have created a library of resources to help you get started 👇
10 Proven B2B Cold Calling Strategies to Boost Your B2B Revenue | AI in Sales: What’s Working and What’s Just Hype? | 8 Common Sales Mistakes and How to Avoid Them | Global Data and Analytics Company [Case Study]
Who Conducts B2B Cold Calling?
B2B cold calling is a process managed by sales and marketing professionals. They may work individually, but more typically, they operate as part of a coordinated team.
For your B2B cold calling strategy to work effectively, sales and marketing teams should be closely aligned.
Sales
A sales team focused on B2B cold calling is often split into two groups. These groups perform separate, clearly defined tasks.
The two groups are:
- Sales Development Representatives (SDRs) – This group is responsible for sourcing accurate B2B sales leads, making cold calls, qualifying prospects, and booking meetings. They often work from structured outbound lead generation cadences that may also include emails and LinkedIn touches.
- Account Executives (AEs) – This group is responsible for conducting demos, negotiating, closing deals, and generating revenue for the business.
There are several benefits to this approach:
- It creates a solid cold calling pipeline – the SDRs generate qualified opportunities for the AEs to act on.
- It empowers each employee to focus solely on one responsibility – meaning they quickly become experts in their roles.
- It builds a roadmap for career development – if an SDR consistently hits their sales targets, they may become eligible for promotion to AE.
Sales resources
SDR vs. AE: Who Does What in Your Sales Team | 5 Ways To Develop A Globally-Ready Sales Force |
Marketing
In general, there are two categories of marketers who support B2B cold calling. While their work may overlap, their approaches are very different.
The two categories are:
- Demand generation marketers – This group focuses on the entire B2B sales cycle. Their mission is to warm up leads before a call, guide them from brand awareness to becoming a customer, and finally, into being an advocate.
- Growth hackers – This group focuses on generating quick revenue growth while spending as little as possible. They typically work at early-stage startups and tend to be more experimental in approach, often using unconventional tactics to make cold calling more effective.
Despite their differences, these two groups share a commonality: they both rely on data analysis and testing to inform their decision-making. They are laser-focused on achieving successful B2B cold calling outcomes.
Marketing resources
Inbound vs Outbound Sales: How to Choose | Increasing Conversion from Marketing Leads |
How is B2B Cold Calling Conducted?
B2B cold calling is conducted through a variety of structured sales and marketing activities. This section will provide definitions for each of the most common ones.
Sales
In sales, B2B cold calling is carried out through a process called outbound lead generation.
This sales process includes:
- Cold calling – SDRs telephone targeted B2B sales leads, explaining the benefits of their product or service and qualifying the lead for future engagement. Cold calls can be made manually or through automated power dialer technology to increase efficiency.
- Outbound email – SDRs contact B2B leads via email, aiming to start a conversation. Outbound email is usually managed through email automation platforms to maintain cadence and consistency.
- Social selling – SDRs follow and engage with potential leads on LinkedIn, commenting on posts, sharing insights, and building relationships over time.
- Sales cadences – The combination of all these techniques is known as a cadence. Most SDRs deploy cadences to increase the chances of a prospect responding.
These tasks aim for the B2B cold calling lead to agree to attend a product demo or meeting, which an Account Executive (AE) then conducts.
Sales resources
Lead Generation is Dead | What Is B2B Sales? Definition, Strategy, and Examples | B2B Cold Calling Tips | Top 5 Tips for B2B Appointment Setting in 2025 |
Marketing
For marketers, supporting cold calling is often part of demand generation.
How do you generate interest and demand for cold calls? There are several tactics marketers can leverage:
- Growth hacking – Where B2B marketers or growth hackers use unusual, unorthodox techniques to create demand and grow quickly. Examples include offering incentives, running contests, or creating free tools that encourage engagement before a call.
- Content marketing – Where marketers publish relevant, valuable content (blog posts, videos, webinars, podcasts, eBooks) to educate prospects, making them warmer when contacted by phone.
- Account-Based Marketing (ABM) – Where marketers identify key decision-makers inside a target account and create B2B lead generation campaigns personalised to those individuals, supporting the SDRs with targeted messaging.
The goals of these activities vary depending on where the target customer is in the B2B sales funnel. They could be used to attract new leads into the funnel or to move existing prospects toward making a purchasing decision.
Growth hacking/content marketing resources
How to Generate High-Quality B2B Leads | 5 Proven Outbound Sales Strategies
ABM resources
The Best Way People Will Buy From You: Account-Based Marketing | Account-Based Marketing (ABM) for B2B Growth | Types of Account-Based Marketing |
What Technology Can Help With B2B Cold Calling?
For most sales and marketing teams, technology is a massive benefit to B2B cold calling. Sales activities such as dialling prospects and sending outbound emails can be automated. Marketing activities like supporting content creation and social media outreach rely on content management systems and the internet.
Interactions with B2B cold calling leads (such as prospects agreeing to a follow-up, or confirming interest during a call) can be stored in Customer Relationship Management systems (CRMs). The data captured in a company’s CRM can be analysed to improve customer relationships, refine call scripts, and drive future sales.
In recent years, there has been significant growth in sales and marketing technology, especially in the B2B sector. Many tools and solutions are now available to assist with almost any cold calling task. Most of them are delivered by the software as a service, or SaaS, model. The total number of tools a company uses is known as a technology stack or tech stack.
As you navigate the vast landscape of B2B cold calling technologies, the question remains: which solution fits seamlessly into your tech stack and amplifies your sales outcomes?
The answer lies with Konsyg.
Konsyg’s cold calling execution service propels your outbound strategy into a new era of efficiency and effectiveness. With our AI-supported processes, accurate global B2B data, and dedicated SDR teams, you can connect directly with key decision-makers and effortlessly expand your market reach.
See the difference that Konsyg’s cold calling services can make to your sales cycle with this interactive consultation 👇
We’ve published more resources on the topic of B2B cold calling technology – here are the links:
Technology resources
10 Proven B2B Cold Calling Strategies | B2B Cold Calling Tips: 10 Proven Strategies to Book More Calls | Cold Calling – B2B Lead Generation & Sales Partner
B2B Cold Calling: Influencer Insights
William Gilchrist, in B2B sales, has shared their expertise on making cold calling more effective.
Breakfast Huddle
On Breakfast Huddle with hosts Elliott Danker and Ryan Huang, William Gilchrist discussed how outbound sales have shifted in recent years and why relevance is now key. He explained the value of pairing cold calls with tailored emails and timely social touches, ensuring outreach speaks directly to the prospect’s actual needs to improve both connection and conversion rates.
The Thoughtful Entrepreneur
Speaking with host Josh Elledge on The Thoughtful Entrepreneur, William Gilchrist highlighted why sales teams should rethink success metrics. Rather than focusing on call volume, he stressed the importance of measuring conversation quality, genuine engagement, and the creation of qualified opportunities as stronger indicators of outbound effectiveness.
More B2B Cold Calling Resources from Us
Let’s Talk Sales by Konsyg
This eBook explores the concept of an on-demand sales team, offering a comprehensive guide for companies looking to build and optimise their own on-demand sales function.
Hit the Cold Calling Wall? Dial More
Cold calling can be mentally and emotionally demanding, and every salesperson hits a wall at some point. This video offers practical insights to help push past those breaking points.
Contact Us Today
If you want to see how our B2B cold calling services can strengthen your outbound strategy with accurate, compliant B2B contact data and proven calling frameworks, get in touch.
Simply register your interest at the link.
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