Why is Cold Calling Important in 2024?

Cold calling has a very specific purpose:  Human-to-human interaction with your prospects.

Often, this purpose is forgotten – not because it’s unimportant, but because most sales people do not enjoy it.

As a matter of fact, business-to-business telemarketing and cold calling in 2024 remains an important discipline that needs to be applied to any sales role. Today, in many outside sales organizations, old school “door knocking” might be unproductive and outdated, especially with large territory assignments. 

However, prospecting via phone calls remains a great complement to your overall accumulation of early stage appointment setting and qualified leads. This accumulation is known as “filling up your pipeline”. When done properly, it can also be a healthy way to build up your pipeline of future customers.

The importance of cold calling boils down to this: it’s a cost and time efficient method of very targeted, human-to-human prospecting.

Buyer-generated and Seller-generated Leads

As discussed in The Difference Between Qualified Leads, leads can be broken down into two categories – buyer-generated and seller-generated. 

Buyer-generated leads generally advance through the sales cycles relatively quickly because a potential buyer is actively searching for your product or service. However, there are a finite number of buyer-generated leads and often they are expensive to purchase or produce internally.  

This is when the importance of seller-generated leads is presented. Telemarketing continues to prove itself as a tried and true method of seller-generated lead generation.

When you can clearly define and identify who your prospects are, cold calling is a great way to zero in and hustle for new business opportunities. It becomes even more effective when advertising and marketing budgets limit or prohibit other forms of lead generation. 

Cold calling remains a cost-effective lead generation method, giving you control over growing your business, while not depending upon inbound generation methods.

Get Cold Calling To Work For You

Cold calling is a tool that can be used to continuously add new prospects to your pipeline of selling opportunities. Typically, cold-call-generated-prospects are not the ones you find through inbound methods; because of this, they complement other lead generation strategies, giving your pipeline both buyer-generated and seller-generated leads.

Having a plan of how to execute a cold call campaign is the first step in implementation. For more information, check out our “6 Steps to Implement a Telemarketing Campaign” series or eBook.

Contact – Mike Dunlap, miked@dunlapmarketing.com  (281) 496-9870 x140

Three Steps to Launching a Successful Telemarketing Campaign

Starting a new telemarketing campaign requires careful planning and execution to ensure success. While there are dozens of steps that need to be taken to set your campaign up to be as successful as possible, we have narrowed the list to the three most important. 

  • Define Your Target Audience: Before making any calls, it’s crucial to identify your target market. Who are you going to call? Who do you need to speak with? We suggest getting very specific with your target audience. Some examples of specific criteria to use are geography, size of business, and industry/niche. 
  • Develop a Script: Craft a well-thought-out script that outlines the key messages you want to convey during your calls. Your script should be clear and concise. It’s important to capture attention from the start, as you’ll only have a few seconds to deliver your message.

    Note: while having a script is important, at Dunlap Marketing we like to call it a “road map” – this approach allows for natural, human-to-human conversation and engagement.
  • Train Your Team: Properly train your team to ensure they are equipped with the knowledge and resources to make successful calls.

    While providing thorough training on the product or service being offered is important, don’t get bogged down in the nitty gritty details. A general overview is sufficient.

    Finally, practice, practice, practice before launching the first live call.

By following these tips, you can lay a solid foundation for your telemarketing campaign and increase the likelihood of achieving successful outcomes. To learn even more about starting a new telemarketing campaign, download our free “6 Steps to Implementing a Successful Telemarketing Campaign” ebook.

For more information on launching telemarketing campaigns, contact Mike Dunlap at miked@dunlapmarketing.com or 281.833.3000 #14.

12 B2B Touchpoints to Incorporate in Your Sales Cycle

Some sources will tell you it takes 8 touchpoints to make a sale in the B2B world. Others will tell you it takes 8 touchpoints just to book an initial sales call. No matter the actual statistic, the truth is that it takes multiple touchpoints to convert a lead to a customer.

Before we dive even deeper into this topic, let’s first get clear on what exactly a touchpoint is.

A touchpoint is a form of interaction between you and your potential buyer.

In marketing and sales, touchpoints can range from highly personalized to generic and broad-reaching.

Examples of personalized touchpoints are face-to-face meetings, phone calls, or 1:1 emails tailored specifically to your prospect. As a rule of thumb, these forms of personalization require more of a time commitment on your part, as the seller, but will typically yield a higher conversion rate.

On the other hand, examples of broad-reaching touchpoints are social media posts and mass emails. These touchpoints have the capability of reaching more people with less of a time investment on the seller. However, because of the lack of personalization, they yield a lower conversion rate.

At Dunlap Marketing, we believe that a combination of both highly personalized plus broad-reaching touchpoints leads to a sales cycle that feels good to both you and your prospects.

Below are 12 examples of various business-to-business touchpoints you can start incorporating into your own sales cycle.

Personalized Touch Points:

  1. Company events
  2. Networking events
  3. Referrals
  4. Face-to-face interactions
  5. 1:1 phone calls
  6. 1:1 emails
  7. 1:1 chat on your website

Broad Reaching Touch Points:

  • Organic social media
  • Paid social media
  • Blog posts and other website content
  • Emails to your entire email list
  • Mailouts

By marrying together personalized and board-reaching interactions with your potential buyer, you will find a rhythm where your prospects feel like they are getting the information and attention they need in order to make a buying decision, but doesn’t necessarily require you to be everywhere all of the time.

For more information on sales strategies, email Mike at miked@dunlapmarketing.com.

Call-Based Appointment Setting

Properly Identifying Your Best Prospects

Last week both of these emails were sent to me by Dunlap Marketing customers. 

“I just wanted to give your team a quick shout out. I just got off a call with the TMRS and they are a perfect fit for our platform, the appointment was set by your team. I know your guys are working hard and I want them to know how much we appreciate the help. Keep up the good work and thanks for everything!”
Account Executive – Texas

“Great one Mike! Thank you. We looking forward to connecting with this prospect.  They are exactly the type of company we want to call on.”
Global Manager

Both messages were the result of properly planning call campaigns in advance of implementation.

While there are many elements of properly planning a call campaign, there are three worth reflecting on:

1st – Knowing Who To Call

To have a successful call campaign, we have to know who the best companies are that need to be called. This is the only way for there to be a “perfect fit”.  With a 15-minute Q&A session between you and us, we can typically determine this answer.  If we can’t, we will model companies that you say are great customers, and we will build a profile of like-minded companies.  As part of this process, we usually factor in annual revenue ranges, employee count ranges, geography, and industry classifications.

2nd – Knowing What To Say

After we identify who to call, we hone in on what to say. This looks like crafting a call message that efficiently communicates your services. This often is a “to the point” approach, using as few words as possible. It includes knowing who the decision maker is, or identifying who this person is.

A common strategy is writing a message where we ask high-quality probing questions, and when favorable answers are given, we do not try to be the expert with follow-up responses. Rather, we ask to schedule a meeting so the prospects can talk to you, the expert.

3rd – Proper Training

Once we have a list and a call message, we train and prepare our staff to professionally represent you while making prospecting phone calls.  These are employees who work inside our West Houston office and who have experience making B2B phone calls.  A unique skill we foster within our team is the ability to be tactfully persistent, while calling with a smile.


The second half of 2023 seems to be taking shape as challenging for business development. With high interest rates, inflation, global conflict, and political parties that have difficulty working tighter, this might become a time when going back to the basics is healthy.

Maintaining or growing our businesses is necessary, going back to the basics and fundamentals of adding new customers might be the best game plan for the balance of this year.

We are happy to brainstorm ways to do this with your sales team.  Feel free to let us know if you have an interest in talking.

Mike Dunlap – President

Phone: (281) 496-9870 x140

Email: miked@dunlapmarketing.com