ST. LOUIS, Dec. 20, 2024 - Eric Watkins, President of Abstrakt, addresses the shifting landscape of B2B sales, emphasizing that traditional cold calling is becoming increasingly insufficient as a standalone strategy. Watkins advocates for an integrated, omnichannel approach to effectively engage prospects and secure business appointments in 2025.
The surge in spam calls and the advent of AI-driven outbound calling have significantly diminished the effectiveness of traditional cold calling. Studies indicate that the average cold calling success rate is approximately 4.8%, with only 2% of calls leading to a meeting. Additionally, 75% of B2B companies are projected to utilize AI for cold calls by 2025, aiming to enhance efficiency and personalization.
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Peak Sales Recruiting
Watkins underscores the importance of accurate data and a diversified outreach strategy. "By booking over 100,000 appointments per year, our company has a unique opportunity to evaluate what is working best across many different industries. What we've found is connecting with the right target on the right platform at the right time with the right information is what gets more appointments than just hitting the phones hard until you get a 'no' response," he states.
An omnichannel approach—integrating calling, direct mail, social media, email, and LinkedIn—has proven to be more effective in reaching and engaging potential clients. Research from McKinsey & Company reveals that 94% of B2B decision-makers view omnichannel sales models as equally or more effective compared to pre-pandemic methods.
McKinsey & Company
Watkins highlights the resurgence of personalized direct mail as a potent tool in this multifaceted strategy. "Personalized direct mail has become very effective despite most people thinking mail is dead. Following up on a personalized message has been a very successful way for us to get the right person on the phone and willing to hear about what we offer," he notes.
Abstrakt's success in securing over 100,000 appointments annually across various industries underscores the efficacy of leveraging multiple channels to connect with prospects. By utilizing accurate data and engaging potential clients through their preferred platforms, businesses can enhance their outreach efforts and achieve superior results.
As the B2B sales environment continues to evolve, adopting an omnichannel approach that combines traditional methods with digital innovations is essential. Abstrakt remains at the forefront of these developments, offering comprehensive solutions that drive business growth in an increasingly competitive marketplace.
About Abstrakt
Abstrakt is an award-winning B2B lead generation and marketing agency specializing in omnichannel appointment setting. Based in St. Louis, Missouri, the company has a proven track record of helping businesses grow through innovative strategies and cutting-edge solutions.
SOURCE Abstrakt Marketing Group
