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Cold Call Lead Generation for B2B: What Actually Works When You Need Predictable Pipeline

Posted on by Hannah Sanders
Cold Call Lead Generation for B2B - Air Marketing Leading Outsourced Sales Provider
Cold Call Lead Generation for B2B

Cold call lead generation remains one of the most misunderstood sales channels in B2B.

At Air, we see organisations abandon cold calling not because it fails, but because it is rarely built or managed as a professional sales discipline. When cold calling is treated as a volume exercise, it produces noise. When it is treated as a structured revenue channel, it creates control, visibility, and pipeline predictability.

The difference is execution.

In this article, we explain how cold call lead generation works in modern B2B environments, why it breaks down inside most organisations, and how we design and deliver it as part of an integrated outbound strategy.

Does cold call lead generation still work for B2B companies?

Yes, but only when it is built around buyer relevance and commercial intent.

B2B decision-makers have not stopped answering the phone. What they have stopped responding to are calls that lack context, insight, or a clear reason for engagement. In our delivery work, we consistently see senior buyers engage when calls demonstrate an understanding of their market, role pressures, and commercial priorities.

Cold call lead generation works when:

  • Clearly defined audience: the audience is tightly scoped and relevant to your offer.
  • Problem-led message: the message is rooted in real business problems, not product features.
  • Trained caller capability: the caller is trained to hold a commercial conversation, not read a script.

This is why Air positions cold calling as a conversation channel, not an interruption tactic.

Why cold call lead generation fails inside most organisations

A common pattern we see across growth-stage B2B businesses is that cold calling is deployed without the foundations required for success.

The most frequent failure points include:

  • Activity over outcomes: teams are measured on dials rather than qualified conversations or pipeline contribution.
  • Generic messaging: calls focus on products and features rather than buyer problems and commercial impact.
  • Poor data discipline: target lists are outdated, poorly segmented, or lack insight into buyer context.
  • Isolated execution: cold calling runs separately from email, LinkedIn, and wider outbound activity.
  • Undertrained resources: cold calling is handed to junior hires without the coaching or structure required to succeed.

The commercial impact is significant. Time is wasted, confidence erodes, and cold calling is incorrectly labelled “ineffective”.

How Air builds effective cold call lead generation programmes

At Air, we design cold call lead generation as part of an end-to-end sales delivery system, not a standalone tactic.

1. Precise ICP and role definition

We start by defining exactly who should be called and why. This includes sector, company size, buying triggers, and the specific challenges faced by each decision-maker.

2. Insight-led messaging

Our calls are informed by real sales conversations across markets. Messaging is continuously refined based on what buyers respond to, not assumptions made in isolation.

3. Integrated outbound execution

Cold calls are sequenced alongside targeted email and LinkedIn activity. Each touchpoint reinforces the last, creating familiarity and relevance before and after the call.

4. Professional delivery

Air callers are trained sales professionals, not script readers. They are coached to qualify, challenge, and progress conversations commercially.

5. Continuous optimisation

Performance is reviewed weekly. Messaging, targeting, and approach are adjusted based on outcomes, not gut feel.

This is how cold call lead generation becomes predictable.

How many cold calls does it take to generate a B2B lead?

There is no fixed number, and any provider offering one should be challenged.

In our experience, results are driven by:

  • Data quality: accuracy, freshness, and segmentation of the list.
  • Message relevance: how well the opener and angle map to buyer priorities.
  • Caller capability: ability to qualify, challenge, and progress commercially.
  • Follow-up discipline: structured persistence across calls, email, and LinkedIn.

Well-designed programmes typically require fewer calls, not more, because conversations are better targeted and better handled. This is why Air focuses on conversion efficiency, not call volume.

In-house vs outsourced cold call lead generation

Many organisations attempt to build cold calling internally without appreciating the true cost.

In-house delivery requires:

  • Hiring and onboarding: recruiting and ramping specialist SDRs.
  • Ongoing coaching and management time: training, QA, and performance management.
  • Data, tooling, and process ownership: keeping lists clean, systems running, and messaging updated.
  • Time to reach consistent performance: ramp time before predictable pipeline appears.

Outsourcing cold call lead generation to Air gives organisations access to:

  • Proven sales processes: delivery built around outcomes, not activity.
  • Experienced delivery teams: trained callers who can run commercial conversations.
  • Immediate market insight: learning from live buyer conversations, in real time.
  • Transparent reporting and accountability: visibility into activity, outcomes, and pipeline contribution.

For businesses that need pipeline now, outsourcing removes execution risk while maintaining control.

What good cold call lead generation looks like in 2026

Effective programmes share the same characteristics:

  • Clear commercial intent: every call has a defined purpose and qualification standard.
  • Buyer-led conversations: relevance, context, and commercial outcomes lead the dialogue.
  • Integrated outbound execution: calls reinforce, and are reinforced by, email and LinkedIn.
  • Measurable pipeline contribution: performance is tracked through qualified conversations and opportunities created.

At Air, we build cold call lead generation to support revenue growth, not vanity metrics. The objective is always the same: qualified conversations that progress into real pipeline.

Related reading

Is Telemarketing Still Effective for B2B Lead Generation?

This article explores how telemarketing, cold calling, and modern outbound should be combined to build predictable B2B pipeline.

Commercial next step

If your outbound activity feels inconsistent, or your internal team lacks the time or structure to make cold calling work properly, Air builds and delivers cold call lead generation as part of a wider sales system designed to produce predictable pipeline.

If you want to see how this would work for your market, we are happy to talk through a practical approach.

Complete the form below and we’ll get back to you within one working day.

Talk to an expert at Air Marketing - Trusted Outsourced Sales Agency UK

Why AI Products Don’t Sell Themselves (And Never Will)

Posted on by Hannah Sanders
AI Sales Strategy for AI Products | Outsourced Lead Generation & Sales Support - Air Marketing
Why AI Products Don’t Sell Themselves (And Never Will)

Why AI Products Don’t Sell Themselves (And Never Will)

Over the last year, we’ve seen a clear shift in demand, with a growing number of AI companies coming to us for sales support.

These are not early-stage experiments. They are businesses with sophisticated models, credible use cases, and genuine technical differentiation. The assumption was simple: build something intelligent, put it into the market, and growth will follow.

It hasn’t.

The false promise of ‘self-selling’ AI

AI founders are often sold the idea that innovation removes the need for traditional sales effort. In reality, B2B buying behaviour hasn’t fundamentally changed.

Related reading: We’ve covered this in more depth in Inbound Plateaued? Here’s How Outbound Can Restart Your Growth Curve , which looks at why inbound-only growth stalls and how outbound reintroduces momentum.

Decision-makers are still risk-averse. They still need reassurance. They still want to understand not just what the technology does, but what it means for their business, their team, and their credibility internally.

What we’re seeing from AI companies coming inbound

There’s a striking consistency across conversations with AI businesses. The same challenges keep surfacing:

  • Strong inbound interest, but low conversion
  • High demo volumes, but stalled decisions
  • Technically impressive products that struggle to articulate commercial value
  • Heavy reliance on automation, with minimal human follow-up

Why old-fashioned sales is outperforming modern automation

Despite advances in automation, the highest-performing AI GTM motions still rely on fundamentals:

  • Human-led discovery calls that uncover real commercial pain
  • Sales conversations that translate models into outcomes
  • Objection handling in real time, not via nurture sequences
  • Consistent follow-up driven by people, not workflows

Yes, automation accelerates process, but it does not replace trust.

Why AI founders are choosing to outsource SDRs rather than hire internally

For many AI founders, the decision to outsource SDRs isn’t about cost-cutting. It’s about speed, focus, and reducing execution risk.

Hiring internally looks straightforward on paper. In practice, it introduces friction at exactly the point where momentum matters most.

Hiring slows the GTM learning loop

Recruiting, onboarding, training, and iterating messaging can take months. Outsourced SDR teams allow founders to test positioning, markets, and messaging in weeks, not quarters.

Founder-led sales doesn’t scale

Many AI businesses rely on founders to sell early on. That works until it doesn’t. Outsourced SDRs create separation between product leadership and pipeline creation, without founders stepping completely away from sales insight.

Good SDRs are hard to find – and harder to ramp

AI propositions are complex. Hiring junior SDRs and expecting them to confidently sell advanced technology is a high-risk bet. Outsourced teams bring experience, structure, and commercial discipline from day one.

Consistency matters more than headcount

One or two internal SDRs can struggle with momentum through holidays, churn, or underperformance. Outsourcing provides coverage, process, and continuity without single points of failure.

AI companies want signal, not noise

The goal isn’t activity volume. It’s learning what resonates, what converts, and why. Outsourced SDR teams are often brought in to generate commercial signal that sharpens product, marketing, and pricing decisions.

For AI founders, outsourcing SDR isn’t a shortcut. It’s a way to build confidence in the GTM motion before committing to permanent headcount.

That’s why we’re seeing more AI companies treat outsourced SDR as a strategic bridge – not a replacement for an in-house sales team, but a faster route to one that actually works.

Where this leaves AI companies

The most successful AI companies are not choosing between technology and humans. They are deliberately blending both.

AI sharpens targeting, personalisation, and insight. Human sales teams provide credibility, context, and reassurance.

If your AI product isn’t converting at the rate you expected, the issue is rarely the model. It’s usually the missing human layer around it.

Conclusion

AI will keep evolving. The fundamentals of B2B buying will keep demanding confidence, clarity, and human reassurance. The winners won’t be the businesses with the cleverest product – they’ll be the ones that can consistently translate it into commercial outcomes.

If this sounds familiar, speak to one of our experts about how our lead generation and outsourced SDRs services are helping AI companies turn technical capability into consistent, predictable revenue.

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SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

Posted on by Hannah Sanders
SaaS Companies Revenue Growth 2026 - Air Marketing Outsourced Sales Agency UK
SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

The pressure on SaaS growth is changing. The SaaS landscape is shifting – fast.

Recent data shows:
  • The average B2B SaaS sales cycle has increased from 107 to 134 days – roughly a 25% rise year-on-year.[1]
  • Fewer than one in five SaaS firms say they have full confidence in their pipeline forecasts.[2]
  • Organisations that define and enforce a structured sales process see up to 28% more revenue than those that don’t.[3]

In 2026, success won’t be defined by who shouts the loudest or automates the fastest – but by who builds the most reliable system for generating qualified opportunities month after month.

Why predictability has become the new currency

  • Clarity over chaos – clean data, structured processes, and defined ICPs.
  • Performance over volume – fewer, better-qualified conversations.
  • Integration over isolation – SDRs, marketing, and sales ops working as one revenue engine.

The playbook behind predictable SaaS pipelines

  • Rebalancing inbound and outbound. Outbound is no longer an afterthought – it’s a precision tool for creating qualified conversations in defined markets.
  • Building SDR teams that think commercially. The best SaaS SDRs understand value, not just volume. They know how to open a conversation that leads to revenue.
  • Using data as a decision driver. From call performance to conversion ratios, data fuels continual optimisation – not micromanagement.
  • Investing in training and culture. Predictable performance comes from confidence, coaching, and clear career progression, not scripts and spreadsheets.

Outsourced SDR models are rising in influence

  • Faster setup and scalability.
  • Proven processes and playbooks.
  • Access to skilled SDRs trained to represent your brand with precision.

Sources

  1. MADx Digital – SaaS Sales Statistics 2025: Average B2B SaaS Sales Cycle Increased from 107 to 134 Days. madx.digital
  2. Forecastio – SaaS Sales Forecasting Challenges and Confidence Levels. forecastio.ai
  3. SuperOffice – Organisations that define and enforce a sales process see up to 28% more revenue than those that don’t. superoffice.com

Ready to see the difference for yourself?

If you want outbound that delivers revenue, not just activity, let’s talk about what a performance-led model could do for your pipeline.
Talk to an expert

Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December

Posted on by Hannah Sanders
air marketing sales in december - prospecting - outsourced sales agency uk

Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December

The Christmas decorations are up. Calendars are filling with end-of-year socials. Slack messages start to include phrases like “back in January”.

And inevitably, the same question comes up in sales teams across the UK:

“Should we just ease off prospecting until the New Year?”

Our Founder & CEO, Owen Richards , has been answering that question for over a decade. His response hasn’t changed.

Carry on as normal.

Not because he’s allergic to Christmas cheer – but because the data, the behaviour, and the commercial reality all point in the same direction. December isn’t a dead month. It’s a misunderstood one.

Why December prospecting still works in 2025

At Air Marketing, outbound is our day job. We make hundreds of thousands of calls every year across multiple sectors, seniority levels, and markets. That volume gives us a clear view of what actually happens in December – not what people assume happens.

As the year winds down, decision-makers are more open to conversation, call quality improves, and meaningful discussions happen faster.

Inbox pressure drops. Meeting overload eases. People finally have breathing room to think rather than react.

Even in the final two weeks before Christmas, engagement rates remain strong. Appointments may land for January, but the groundwork happens in December.

And when teams switch prospecting off entirely? January becomes a cold start instead of a warm continuation.

Three reasons December still delivers results

1

Conversations are better, not worse

December isn’t quieter because people stop working. It’s quieter because the noise reduces. Decision-makers are clearing desks, reflecting on the year, and are often more relaxed and open. That leads to longer, higher-quality conversations with less defensiveness and more honesty.

2

Budgets and priorities are already in motion

By December, leadership teams are shaping the year ahead. Budgets are being finalised, suppliers reviewed, and performance gaps acknowledged. December is ideal for positioning your proposition and securing January conversations with real intent.

3

Switching off costs more than people realise

Write off December and you lose around 8% of the selling year. Add summer, Easter, and other “bad timing” periods and suddenly a quarter of the year disappears. Top-performing sales teams prioritise consistency, not perfect conditions.

A realistic December caveat

December isn’t the time to launch brand new sales initiatives from scratch. If a campaign is already running, keep momentum going and build pipeline for January. If something requires heavy onboarding or major change, wait until the New Year when teams are refreshed.

December feels like the wrong time to prospect. That’s exactly why it works.

While competitors slow down, the teams that keep going quietly build advantage – and reap the rewards in the new year.

If you want January to start with momentum rather than zero, our sales specialists can help build pipeline that lasts beyond the Christmas break.

Get in touch with Air Marketing to see how we can support your growth into 2026.

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What Top-Performing Sales Teams Do Differently With Their Process

Posted on by Hannah Sanders
top performing sales teams - air marketing - outsourced SDRs

What Top-Performing Sales Teams Do Differently With Their Process

By Shaun Weston, Head of Technology & Sales Optimisation at Air Marketing

Every business invests in training, tools, and targets. But the teams that genuinely outperform have something less visible yet far more powerful: an operational discipline around how they sell. It’s quiet, systematic, and often overlooked – but it’s the reason their numbers look the way they do.

Most sales functions believe they have a process, but what they actually have is a collection of habits, preferences, and inherited ways of working. Top-performing teams see it differently. They build a sales process with the same precision an operations team would bring to a factory line – something measurable, repeatable, and continuously improved, not something left to interpretation or personal style.

What the Best Teams Do Differently

1They define a single, clear sales process everyone actually follows

High-performing teams don’t let each salesperson “interpret” the process. They eliminate variability. There’s one process, one language, and one standard for qualification, progression, and forecasting. Consistency makes performance measurable – and therefore optimisable.

2They document every stage of the customer journey

Not in a dusty playbook. Not in someone’s head. The journey is clearly mapped, kept live, and updated as markets evolve. When information is accessible and current, new hires ramp faster and experienced reps operate with fewer assumptions.

3They use qualification frameworks rigorously

Whether it’s MEDDIC, SPICED, or a tailored model, top teams treat qualification as a discipline, not a box-tick. They don’t waste cycles on poor-fit opportunities. They allocate time where the probability of revenue is real.

4They build their sales process around how customers decide

Average teams design processes around internal preference. High-performing teams design around buyer reality. They understand decision journeys, risks, buying committees, budget cycles, and internal politics – and they align their process to it.

5They track pipeline health using leading indicators

Lagging metrics tell you what already happened. The best teams focus on early signals: activity quality, progression speed, conversion ratios, meeting show rates, and deal ageing. They fix issues before the quarter is lost.

6They measure stage-by-stage conversion rates

If you don’t know where deals stall, you can’t improve. Top teams treat the pipeline as an operational system. When a stage leaks, they interrogate the root cause – messaging, skill gaps, ICP mismatch, missing proof points – and they fix it.

7They coach weekly using real calls and real data

Not generic check-ins. Not motivational chatter. Practical coaching based on call reviews, objection analysis, and win/loss insights. The goal is behavioural change that compounds over time.

8They inspect CRM usage – and make it useful

A CRM only feels like a burden when it’s poorly designed. High-performing teams build workflows that genuinely help reps: automated tasks, clean views, and minimal friction. They inspect usage not to police reps, but to ensure data stays accurate enough for operational decisions.

9They align sales and marketing around messaging and handovers

When these functions drift, performance suffers. Top teams maintain tight alignment on ICP definition, campaign themes, qualification standards, lead handling, and feedback loops. Buyers encounter consistent messaging at every stage.

10They automate the repetitive work

Admin isn’t selling. The best teams automate scheduling, reminders, data entry, enrichment, qualification scoring, and follow-up tasks. The aim is straightforward – more selling time without more headcount.

11They refine their process continually

Sales improvement isn’t a quarterly initiative. It’s ongoing operational work. Top teams run short optimisation cycles, test new approaches, update documentation, retrain reps, and enhance workflows. Their process evolves with their market.

The real difference?

High-performing teams don’t assume the process works – they ensure it does. They operate with transparency, discipline, and continuous improvement. They build a revenue engine designed to scale.

Final thought

If your sales results feel inconsistent, the issue rarely sits with individuals. It sits with the process they’re operating inside. The teams that outperform aren’t just better at selling – they’re better at creating the conditions for selling to succeed.

If you’d like support assessing or strengthening your sales process, our team can help you map it, diagnose gaps, and build a more reliable engine for revenue growth.

Discover our sales consultancy offering

Over Half of Pipeline Loss Comes From This One Process Gap

Posted on by Hannah Sanders
Sales Process Assessment & Audit - Air Marketing, Sales Specialists in the UK

Sales leaders often assume pipeline loss comes down to objections, budget, competition, or shaky follow-up. Those factors play a role – but the data points somewhere far more fundamental.

Research shows that in 54.5% of deals*, there is a misalignment between buyer and seller on the core problem that needs solving.

Not poor product knowledge. Not bad proposals. Not inadequate closing technique. The real damage starts in the very first meaningful conversation.

The consequence? When you miss the real problem in discovery, everything downstream becomes harder: qualification, proposal, negotiation, forecasting, and renewal.

Misalignment begins earlier than you think

When sellers and buyers aren’t aligned on the problem, everything downstream loses precision:

  • Qualification becomes subjective and driven by “gut feel” rather than clear criteria.
  • Messaging becomes generic, because the real commercial pain isn’t fully understood.
  • Proposals miss the true decision drivers, so deals slow down or stall.
  • Forecasting becomes skewed, and a high percentage of deals drift into “no decision”.

This isn’t a skills issue. It’s a process issue.

Why this process gap exists

In our work with sales teams, we see three common causes.

1. Discovery isn’t clearly defined in the process

Teams assume discovery is happening because calls are happening. But without a shared structure, the quality varies wildly.

2. Reps mistake rapport for qualification

Conversations feel “good”, so opportunities get progressed — despite vague commercial impact or urgency.

3. Leaders mirror their top performer – and assume everyone else does too

The rest of the team rarely replicates the same discipline, resulting in inconsistency disguised as pipeline.

This is why your pipeline feels unpredictable

If early-stage conversations lack clarity, later-stage accuracy becomes impossible.

  • Your pipeline looks full, but a significant percentage isn’t genuinely qualified.
  • Forecasts lean towards optimism because deals appear more progressed than they are.
  • Deals seem to “drop out” suddenly when they were never truly aligned in the first place.

A structured review separates a pipeline that looks healthy from one that truly converts.

Fixing the process gap that loses half your deals

A proper assessment of your sales process reveals where discovery is breaking down. A robust review should examine:

  • Whether discovery is consistent across the team — not just your highest performers.
  • Whether you uncover the real business problem, not surface-level needs.
  • Whether progression criteria create clarity — or add noise.
  • Whether your qualification model helps or hinders prioritisation.
  • Where real behaviours differ from your documented process — and why.

When teams fix this one structural gap, conversion lifts across the entire funnel — not through new tools but because every deal starts with clarity.

*Source: Corporate Visions – Reality Gap Study indicating that in 54.5% of deals, buyers and sellers are misaligned on the core problem to be solved.

If you’re seeing stalled deals, inconsistent forecasting, or a pipeline that looks busy but doesn’t convert, this is the most likely root cause.

Our Sales Process Assessment & Audit helps reveal the gaps your team can’t see internally – including exactly where discovery is falling short and what needs to change.

Reveal the gaps in my sales process

We’re Not a “Bodies on Seats” Agency – And Here’s Why That Matters

Posted on by Hannah Sanders

Too many outsourced sales providers still sell the same thing: bodies on seats. A quick fix. A headcount number. Someone to make the calls and tick the activity box.

If you’ve worked with that kind of partner, you’ll know what it really means – inconsistent conversations, poor brand representation, and a revolving door of SDRs who never truly understand your business. At Air, we’ve built our reputation on doing the opposite.

The “bodies on seats” model: quantity over quality

In traditional outsourced sales, speed and volume take priority. Providers hire fast, onboard faster, and push people into campaigns before they’re ready.

  • Training is minimal and generic –SDRs are put on the phones with little preparation.
  • Coaching is rareand often replaced by unrealistic KPIs.
  • Support structures are thin,leaving SDRs to struggle without guidance.
  • High turnoverbecomes the norm, causing brand inconsistency and lost momentum.

The result is more than wasted budget – it risks your reputation and drains the energy out of your pipeline.

The Air Approach: placing high-calibre sales talent

We don’t fill seats. We build exceptional salespeople.

  • Rigorous recruitment focused on mindset – resilience, curiosity, and coachability come before experience.
  • Sales Academy training with structured onboarding and continuous development across objection handling, outreach strategy, and client communication.
  • Best-in-class technology powering every campaign – CRM, sequencing, analytics, and AI-driven insight.
  • Wrap-around support from managers, coaches, data specialists, and performance leads – nobody is left to figure it out alone.
Clients don’t just get people – they get a ready-built sales infrastructure designed for consistent performance.

Why this matters to our clients

  • Brand-safe conversations with SDRs who understand your proposition and tone of voice.
  • Faster ramp and higher conversion because capability and coaching are in place from day one.
  • Predictable, scalable outbound that grows with you – not a revolving door of short-term hires.
  • Shared accountability for ROI and reputation, not just activity volume.

Bodies don’t build pipelines. People do.

There’s a world of difference between having someone in a seat and having someone who’s equipped to represent your business, connect with your audience, and drive growth.

At Air, we’re proud to be known for the calibre of our people – because that’s what truly powers results. We don’t do “bodies on seats.” We build confident, capable salespeople who deliver impact from day one.

Diving deeper

A side-by-side look at how Air Marketing compares to a typical lead gen agency – from the structure of the team to the strength of the results.

Air Marketing Typical Lead Gen Agency
Builds revenue engines, not just meetings Measured on pipeline and revenue impact — aligning data, messaging, SDR performance, and conversion strategy for sustainable growth. Books meetings, not outcomes Measures success on activity volume and meetings set, with limited focus on pipeline quality or revenue progression.
A fully built SDR function, with wrap-around support High-calibre SDRs trained through an expert academy, supported by sales leadership, data specialists, and advanced tech to form a complete outbound engine. Supplies ‘an SDR’ or appointment setter Provides individual reps with minimal structure, coaching, or leadership support, leading to inconsistent performance.
Deep industry and target market expertise SDRs matched to industries and markets for sharper, senior-level conversations with defined Ideal Customer Profiles (ICPs). Generic messaging Relies on one-size-fits-all scripts with limited understanding of industry nuances or buyer pain points.
Built by sales leaders who’ve scaled teams Approach shaped by proven experience in building, leading, and scaling high-performing sales teams. Run by telesales managers Operates with a volume-first mindset — prioritising dial count over process, forecasting, and conversion analysis.
Precision cadences Data-driven, message-tested, multi-channel outreach designed to maximise contact rates and conversion performance. Spray-and-pray outreach Executes bulk sequences at scale with limited targeting or optimisation, resulting in poor engagement and conversion.
A plug-and-play partner for sustainable growth Seamless to launch and built to scale — SDR teams embed within your existing sales function to deliver consistent, long-term results. A short-term supplier, not a partner Designed for quick activation but limited scalability — disconnected delivery teams focused on activity rather than sustainable revenue impact.

Ready to see the difference for yourself?

If you want outbound that delivers revenue, not just activity, let’s talk about what a performance-led model could do for your pipeline.
Talk to an expert today

Outbound: The Sales Function That Refuses to Die

Posted on by Hannah Sanders

Every few years, someone writes its obituary. The market moves. Budgets tighten. A new technology promises shortcuts. And yet, outbound keeps delivering.

It happened in 2020, when remote work and shifting priorities made cold outreach feel tone-deaf. It happened again in 2023, when leaders were told to do more with less. And now, in 2025, AI is the latest silver bullet pointed at SDR teams, hailed as the cheaper, faster, smarter alternative.

Each time, the same story plays out: outbound gets cut first, then rebuilt later. Because when the pipeline slows, every business rediscovers the same truth: you can’t grow predictably without outbound.

Why outbound keeps coming back

On a spreadsheet, cutting SDRs looks tidy. In the real world, it creates a different cost: the cost of silence. Inbound puts you in front of buyers who are already looking. Outbound gets you in front of the ones who should be.

  • Creates net-new conversations with accounts that aren’t coming inbound yet.
  • Brings timeliness – you don’t wait for intent signals; you create them.
  • Builds reach across buying groups where deals are won (or quietly lost).

The problem isn’t outbound – it’s bad outbound

Much of what gets labelled “outbound” is just mass automation. That isn’t strategy, it’s noise. Effective teams treat outbound as a craft.

  • Precise ICP & segmentation over spray-and-pray lists.
  • Human talk tracks that show understanding, not just personalisation tokens.
  • Consistency and coaching that compound into pipeline, not just activity.

AI won’t replace SDRs – it’ll expose weak ones

AI will sharpen research, trigger detection and message drafting. Useful. But the decisive moment is still human: a relevant opener, control of the conversation, confident qualification.

Reality check: Buyers don’t buy the model. They buy the person who makes the problem feel solvable.

What high-performing outbound looks like in 2025

  • Clean, segmented data with role and timing context.
  • Tight talk tracks focused on pain, impact and next step.
  • Phone-first discipline supported by email, social and paid, not replaced by them.
  • Outcome metrics: meetings, opportunities, revenue, not just dials and opens.
Bottom line: Outbound isn’t dying, it’s evolving. Pair disciplined SDRs with smart data and pragmatic coaching, and you get the one thing the board cares about most: predictable pipeline.

Final thought

Every few years, someone will try to retire outbound. The businesses that keep growing don’t argue, they execute. They modernise the function, back their people, and keep the phone ringing.

Opinion piece by Gracie-May Bryan, Client Strategy Manager at Air Marketing

Is Now the Right Time to Review Your Sales Process?

Posted on by Hannah Sanders

Sales teams are under pressure to deliver predictable revenue. Yet in many organisations, results still hinge on individuals rather than systems. If momentum is carrying you further than method, it may be time to assess whether your sales process is built for the market you sell to today.


Here are ten triggers to help you self-qualify whether a sales process review should be on your agenda.

  1. Deals are taking longer to close

    Sales cycles are stretching out even though your opportunity mix hasn’t changed. That often points to unclear qualification, poor deal control or weak next-step management – all process issues.

  2. Forecasts feel more like guesswork than strategy

    If you’re relying on gut feel or last-minute spreadsheet updates, your pipeline data isn’t giving reliable visibility. A clear, consistent process drives forecasting accuracy and decision-making confidence.

  3. Your new hires take too long to ramp up

    When success depends on individual experience rather than a repeatable framework, onboarding becomes slow and inconsistent. A well-defined structure helps new reps perform faster and more predictably.

  4. Sales and marketing aren’t telling the same story

    If outbound says one thing, your website says another, and content doesn’t match either, prospects get confused and conversion suffers. Misalignment is usually a process gap, not a comms problem.

  5. Your CRM is full of noise

    Duplicates, deals with no next step, or opportunities marked “open” for months are classic red flags. When reps stop trusting the data, the system stops being useful – and leadership loses visibility.

  6. You’re hearing “no decision” more than “no thanks”

    Quiet prospects often signal a process that doesn’t guide clear next steps or reinforce urgency. Strong processes create momentum; weak ones stall it.

  7. Top performers succeed despite the process

    If results come from individual brilliance, not team-wide consistency, your system isn’t doing enough of the heavy lifting. A strong process should elevate everyone.

  8. You’ve added more tools… but things haven’t got faster

    When your stack feels more like a to-do list than a time-saver, tech and process are misaligned. Tools add value when they serve the system – not when they replace it.

  9. You can’t easily explain what “good” looks like

    If definitions of success vary between reps or managers, your process isn’t clear enough to drive consistent performance or meaningful coaching.

  10. You’re relying on experience, not evidence

    If decisions about pipeline, messaging or performance still lean on “what’s always worked”, your process hasn’t evolved with your market. Modern buyers expect modern systems.

Where to start

Reviewing your sales process doesn’t mean starting from scratch. It means identifying what works, where friction lives, and how to create clarity and control across every stage of the buyer journey.

That’s exactly what our Sales Consultancy delivers – auditing your current approach, aligning people, process and technology, and building a framework that improves forecasting, performance management and pipeline visibility.

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Is Telemarketing Still Effective for B2B Lead Generation?

Posted on by Hannah Sanders

Is Telemarketing Still Effective for B2B Lead Generation?

With digital channels dominating the marketing mix, it’s easy to assume telemarketing has had its day. Yet in B2B, where buying cycles are long and decisions are complex, the phone still creates conversations that matter. So, in a world of automation and AI, does telemarketing still work? Short answer: yes – when it’s done properly.

Done well, telemarketing brings intent clarity you won’t get from impressions or clicks. It reveals timing, context and political nuance inside accounts – the qualitative intel that accelerates deals. When combined with modern data sources and a tight proposition, outbound calling doesn’t replace digital – it activates it.

A short history of telemarketing (and why it still matters)

Telemarketing’s roots are more human – and more inventive – than the stereotypes suggest. Early adopters used the telephone to turn local networks into commercial opportunity, testing conversation styles, refining offers and learning what resonated. That spirit of iterative conversation is exactly what gives the channel its edge today: rather than guessing, you speak to the market and evolve in real time.

For a bite-sized tour through the origins and evolution of the craft, see our blog It Wasn’t Always a Piece of Cake – The History of Telemarketing.

The evolving role of telemarketing

Modern telemarketing is about consultative, human conversation supported by data, technology and a clear proposition. Used alongside email, social and paid media, it turns passive awareness into active dialogue and qualified demand. It’s especially valuable where multiple stakeholders, risk sensitivity and longer cycles make trust the deciding factor.

  • Builds trust and rapport faster than asynchronous channels.
  • Generates real-time feedback on objections, priorities and buying context.
  • Qualifies interest at the point of contact, improving lead quality and cycle speed.
  • Amplifies email, paid and social by converting awareness into dialogue.

Why telemarketing still delivers

There’s a reason experienced teams continue to invest in outbound calling – it consistently converts indecision into momentum. The value isn’t in volume; it’s in precision: the right account, the right contact, the right moment, the right message.

  • Direct access to decision-makers – you reach real people, not just personas.
  • Quality over quantity – fewer, better-matched conversations equal stronger opportunities.
  • Predictable pipeline – disciplined outbound creates a controllable flow of qualified demand.
  • Data-driven targeting – clean, segmented data makes calling smarter and measurable.

How the craft evolved – and what we can borrow

The pioneers of telemarketing didn’t have intent platforms or diallers. They had a telephone, a list and the discipline to test and learn. That mindset holds up: keep the conversation human, log what lands, then iterate. Replace scripts with structured talk tracks. Replace big blasts with tight segments. Replace activity goals with outcome goals (meetings, opportunities, revenue).

It’s an approach that scales with technology: today you can layer in buying signals, role intelligence and compliance-safe contact data – but the core advantage is the same as it was then: real conversation that reduces guesswork.

Want more backstory and a few surprises? Read our history of telemarketing to see how early innovators shaped the techniques we still refine today.

The pitfalls of traditional telemarketing

When poorly executed, telemarketing can do more harm than good. Avoid these common mistakes:

  • Poor or outdated data leading to wasted effort and compliance risk.
  • Generic scripts that lack empathy or commercial value.
  • Volume over outcome – prioritising dials instead of results.
  • Lack of integration with the wider marketing mix.

Putting it into practice (what high-performing teams do)

Turn calling into a learning loop. Define a crisp ICP; build tight lists; run short, hypothesis-led call blocks; capture outcomes; adjust talk tracks; repeat. Keep the tech stack light but insightful: CRM history, job role context, relevant triggers and clean contact data. Report on meetings, opportunities and revenue, not just dials or talk time.

Most importantly, invest in the people. Coaching beats scripts, and call reviews beat dashboards. Give SDRs the tools and the time to practice; make objection handling a team sport; and celebrate qualified “no’s” as much as wins – because they tidy the pipeline and speed real deals.

Verdict: Telemarketing remains one of the most proven, controllable and scalable ways to generate qualified B2B leads – but only when it evolves with the buyer. It’s not about cold calls; it’s about warm insight delivered through confident, skilled human conversation. When paired with data intelligence and aligned to marketing, it doesn’t just create meetings – it builds momentum, pipeline and revenue predictability.

Leaders who thrive with telemarketing in 2025 do four things consistently: they define a clear ICP and stick to it; they keep data hygiene non-negotiable; they coach for quality conversations over call volume; and they integrate calling with email, social and paid – so every touch compounds the last.

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