Maybe it's not dead. Maybe it's just morphed into a bigger, better way of generating sales leads.
Through my years in lead generation and lead generation outsourcing, I've noticed that sales and marketing terms have a tendency to change meaning often or become obsolete even more often. The term "cold calling" has a long and storied history. But today's lead generation strategist has many tools at their disposal to create leads:
- Website form conversions
- Webinar attendees
- Fruits of nurture campaigns
- Sales event registrations
- Blog visitors
- Website visitors
All of these B2B lead sources convey that the contact is not so cold any more, as they have interacted with your company in some way already. The paradigm shift continues to move away from traditional "cold calling" and towards sales and marketing alignment.
I was recently reading through the 2010 Lead Generation Metrics & Compensation Report - great content from The Bridge Group surveying 115+ North American technology companies on lead generation metrics & compensation.
As I sifted through the report, the following statistic jumped out at me:
The most glaring thing is the fact that gone are the days of crouching around a stack of leads with a telephone next to you (ie. Glengarry Glen Ross). We've moved to a more sophisticated alignment with closed loop lead transfers between sales and marketing, often with some internal lead generator or outsourced lead generation team as a buffer.
Perhaps, cold calling has just morphed in front of our eyes over the past 20 years. That's a good thing and indicates more efficiency in business processes. But now what am I going to do with a bookshelf full of Cold Calling books?
Vendere Partners executes different B2B lead generation campaigns incorporating some or all of those functions mentioned above:
- Outbound cold calling
- Inbound lead follow-up
- Appointment setting
- Lead nurturing
- Account profiling
- Event registration
Surveyed: 115+ North American technology companies
Focus areas: metrics & compensation
Explored: Lead Generation, and Inside Sales