B2B marketing today spans a wide range of channels — from trade shows and ads to email marketing campaigns, combining cold calls and email for outreach, and social media. For years, email blasts have been the cornerstone of most B2B marketing efforts. However, their effectiveness is steadily declining. Lower open rates, fewer responses, and a growing sense of digital fatigue among decision-makers all point to one truth: relying solely on email is no longer enough.
So, the question is — what can be done to break through the noise?
The Power of Combining Cold Calls with Email Campaigns
One proven way to boost engagement and results is to complement targeted outbound emails with well-timed cold calls. When done strategically, this combination personalizes outreach, increases credibility, and helps your message stand out.
Take one example from our client in the naturescape industry. This client had a well-run outbound email campaign targeting government offices, museums, and private schools. Despite strong messaging and a well-defined audience, meeting conversions were low. The issue wasn’t the content — it was attention. Like most of us, recipients often don’t read emails unless they align with an immediate need or project.
We introduced a structured cold-calling layer to the process. Initially, we prioritized contacts who had opened an email twice or clicked a link, then gradually expanded to the broader target list. Over 11 months, combining cold calls and email has helped secure 35 meetings — a clear example of how human touchpoints can amplify digital efforts.
Tips for Blending Cold Calling into your Email Strategy
When combining cold calls and email, planning and focus are essential. Here are a few practical tips:
- Keep your lists manageable. Avoid starting with thousands of contacts. Even with lead scoring, it’s hard to maintain quality outreach at that scale.
- Prioritize smartly. Start with targets who’ve shown intent (2+ opens, link clicks) or those on your “dream client” list.
- Follow up with persistence. Build a cadence of multiple calls over two to three weeks — success often happens on the second or third touch.
- Personalize your emails. Pair calls with tailored messages that reference real pain points, interests, or prior interactions.
When executed together, these tactics elevate your outreach from generic mass marketing to a thoughtful, relationship-building process.
Bringing it all Together
If your email marketing results have plateaued, it might be time to add a human voice to your outreach. Cold calling, when integrated systematically, transforms campaigns from one-way communication into a conversation — and conversations drive deals.
If you’d like personalized help refining your outbound strategy, our team at VA Partners can work with you to build a cadence that fits your goals and resources. Let’s start turning your marketing activity into real business growth.
Contact us now and start turning more prospects into customers!
