Uniting Experts: All You Need to Know About Using Data in Outbound Sales

In the evolving sales landscape, data has become the linchpin of outbound strategies. But how do we navigate the complexities of using data to boost our contact rates and sales figures?

In this live roundtable, we’re bringing together the leading minds from all major data providers for an exclusive discussion to provide industry insights and answer your burning questions.

Our cracking panel features:
James Isilay – CEO at Cognism
Saif Khan – Director of Sales at ZoomInfo
Liz Fulham – Founder & CEO at TAMI
Paul Gilhooly – VP of Sales at 6sense

Owen Richards – Founder & CEO of Air Marketing

Key discussion points:
– Most common myths/misunderstood elements of using/procuring data for outbound sales
– Innovative strategies to increase contact rate
– What data is best to use, and how to use it to its full potential to target the right prospects at the right time and through the right channels
– Intent data – How is this evolving and how data can help customers to be more relevant
– How data providers ensure data accuracy for their customers
– The strategic role accurate data plays to improve the quality of pipeline
– The major developments in the data industry the last 12-18 months
– Data providers future plans to evolve their solutions and make prospecting more effective for sales professionals

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

This roundtable presents a unique opportunity to engage with the best in the industry and come away with knowledge that will place you at the forefront of outbound sales success. Whether you’re in sales, marketing, or business development, understanding how to harness data will give you a competitive edge.

From Good to Great: Transforming Sales Teams – Powered by Air Sales Academy

Are you ready to take your sales team to new heights of success? Air Sales Academy presents a special live event aimed to reshape the way businesses approach SDR training and development.

Join our esteemed panel of sales leaders and experts as they unveil their strategies and approaches to building world-class SDR teams.

Erik Pollitt – Sales Trainer & Performance Coach
Michael Hanson – Founder & CEO of Growth Genie
Chris Ritson – Co-Founder & CEO of Flexprts

Owen Richards – Founder & CEO of Air Marketing

This live roundtable will give you a front-row seat to captivating discussions and valuable insights from experts in the field.

You will hear about:
– Insight from the experts who have achieved extraordinary success in building and empowering top-performing SDR teams.
– Innovative approaches to SDR training, enablement, and development that are redefining industry standards.
– Proven strategies, cutting-edge techniques, and best practices for transforming your sales team’s performance.
– The latest tools, technologies, and methodologies that have driven SDR performance in recent years.
– Exclusive insight into the brand new sessions and resources offered by Air Sales Academy, designed to equip SDR teams for success.

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

Don’t miss out on this opportunity to unlock your team’s true potential and set new standards of success in the SDR landscape.

The Revenue Revolution Podcast by Jointflows Featuring Owen Richards – Founder & CEO, Air Marketing

We’re thrilled to share an exciting podcast episode from The Revenue Revolution series, hosted by Jointflows – a game-changing tool that simplifies the sales process, with a particular focus on the crucial closing stages. 

In this episode, hosts Mick Gosset (CEO of Jointflows) and Hitesh Kapadia (CRO of Jointflows) engage in a captivating conversation with Air Marketing’s Founder & CEO, Owen Richards. They delve into Owen’s insightful perspective on the current state of the sales and revenue landscape; shedding light on various factors that influence it, including the emergence of new stakeholders during the final stages of the sales process.

They share their thoughts on the essential skills that sales leaders should possess, which unfortunately many often lack. Moreover, Owen reveals the innovative and creative strategies that set Air Marketing apart from competitors in a saturated market.

As the conversation continues, Hitesh and Mick explore Owen’s thoughts on the potential revolution brought about by AI in the sales industry, including how it may reshape the sales landscape, presenting exciting possibilities for the future.

I Bet Your SDRs Aren’t Hitting Quota… Here’s Why | SaaSGrowth2023 | Owen Richards

Discover the top 10 reasons why your SDRs may not be hitting their quota in this insightful event talk by our Founder & CEO, Owen Richards, at SaaSGrowth2023 – powered by Sales Confidence.

A bit about Owen:

Originally from Kent, Owen started his sales career at our Sister Company, Forrest Marketing Group (FMG), in Sydney, Australia while traveling. He started as a Telesales Executive and, having planned to be in Australia for a year, he was sponsored by the company and one year eventually became 8. During this time he progressed into a Head of Sales and Operations role.

In 2015, Owen and his wife, Amy, moved back to the UK to start a family, and in early 2016, he co-founded Air Marketing Group with his business partner and Managing Director of FMG, Richard Forrest. Seven years on, Air is now one of the UKs leading sales and marketing agencies; is the parent company to a sales and marketing recruitment company (Seed Talent); and trains and coaches other sales professionals to elevate their performance from good to great through Air Sales Academy

ON AIR: With Owen Episode 79 Featuring Adam Graham – Managing Director, Gray Matters

Introducing our 78th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 79th guest is Adam Graham, Managing Director at Gray Matters and Founder of BD Matters. Owen and Adam discuss the topic of diagnosing the root cause of sales inefficiency and offer practical solutions to address it.

– Most common factors behind sales underperformance
– The ideal mindset and culture of a leadership team
– Common mistakes vs quick wins of positioning and branding
– Pros and cons of being niche and the internal challenges that brings
– Getting buy-in from your sales team
– Go-to-market strategy: what’s working and what’s not in 2023

CloudTask’s Transform Sales Podcast Featuring Owen Richards – Founder & CEO, Air Marketing

Want to know the secret to a successful sales strategy? Air Marketing’s Founder & CEO, Owen Richards, reveals all in an interview with Amir Reiter, CEO of CloudTask.

They discuss:
– How to qualify leads efficiently
– How to find the right niche for any product or service
– How to identify when buyers don’t fit your target

Learn more about how Air Marketing works with expert teams that provide all the sales and marketing services you need to generate a pipeline that drives results and revenue, here.

Connect with Owen and Amir on LinkedIn:

Day 6 of Air Marketing’s 12 Days of Christmas: Cold Call Teardowns with Owen Richards

Your phone is your biggest tool as a B2B sales professional. But most people don’t use it correctly.

Because they:
– start with a stiff intro
– don’t highlight pain points
– try to sell the product

Instead of:
– getting right into why they should listen to you
– framing the “pitch” around painfully accurate pain points
– selling a longer call or demo

Interested in learning how to book meetings with cold calls?  Watch the video or continue reading for our Founder & CEO, Owen Richards’, top tips for filling your calendar.*

How To Book Meetings Through Cold Calls

How to modify your script


  • questions with “no” answers, this adds negativity into the call
  • “how are you” → doesn’t add value for you or the prospect.
  • generic language (ex. industry leader) → instead say “We help {{industryType}} solve {{specific problems}}.
  • undervalued time asks → don’t only ask for 15-30 seconds, instead ask if they can help you out (example below).
  • assumptive asks → don’t ask to setup a meeting right away, ask to start a conversation.
  • don’t use a high pitched voice or have fake high energy, just be yourself


  • a permission to go into questions (ex: But I don’t know enough about your situation to even know if this will make sense for you. Would it be okay if I ask you a few questions…”
  • questions that are easy to ask before getting into the harder ones
  • “what’s in it for me” straight in the start
  • a natural call ask “what i’d recommend is to set up a call to help you…”
  • specifics about who you’re talking to “ex: I speak to a lot of CTOs that…”
  • a bit of cheekiness that makes you human “ex: Is this the worst time ever?”

How to prepare for a successful call

  • Practice how things sound before making calls so you can be confident when people pick up
  • Find a time to make your calls that fits when you have high energy + when your prospects will be available
  • How to find leads:
    • data suppliers
    • tools like Sales Nav
    • industry specific data bases
  • How to research for cold calls:
    • use the research you’ve already done based on your email + LinkedIn outreach
    • google the company while you’re calling them up
    • use relevancy (ex: find the main pain points for a specific group of people like CTOs of manufacturing companies) → use job descriptions for this

Tips to help you meet your goals

  • The best SDRs Owen has worked with spend about half the day on the phone. Owen’s goal is to get 1-2 good conversations per hour.
  • How to bring your lead’s guard down:
    • be extremely honest
    • making the conversation permission based
    • add your personality, be human
  • If you get a gatekeeper saying someone isn’t in the office any more, ask for the cell phone number.
  • Add a cold call in at the beginning and at end of the sequence

→ Can be after a LinkedIn step and first email to give initial context

Examples for each section of the call

  • Opener to ask for their time

→“Look I know you weren’t expecting my call, can you help me out for a moment?”

→ “I’ll be honest with you, this is a sales call. But I’m hoping to have a few moments to tell you why I chose to call you today”

  • Pitch that answers “what’s in it for me”

→ “We work with (target audience here) to help them achieve (target audience’s goals)

→ “We work with (target audience here) who are typically battling with challenges such as (target audience’s challenges)

    • When saying who you work with, the more specific the better. If you can bucket calls based on specific roles this is the best, ex. Heads of People for SMBs, CTOs for manufacturing companies, Heads of Sales in bootstrapped startups, etc.)
    • When mentioning goals and challenges, use jobs ads to find what people in this specific role need to handle. These tasks are their main challenges.
  • Transition to discovery questions

→ “Now, I don’t know enough about your situation to know if something like this would make sense for you, so would it be okay if I asked you a couple of quick questions?”

  • Close (book the meeting)

→ “{{Name}}, I genuinely think we can help you with [some of the learnings you have from their answers]. I’m going to suggest we book a time to go into more detail on this.

Can I suggest we book 30 minutes for next Wednesday or Thursday? Are mornings or afternoons usually better for you?”

  • Wrap-up (summary + next steps)

→ “Right, that’s great {{Name}}. So just to summarize, we’re going to speak again next Friday, November 25th at 2pm and together we’ll go over some ways to help you {{solve problem}}. Myself and (Senior Name) will be in the conversation from our side. Is there anyone else you’d like me to invite from yours?”

No problem. So I’ll send you a confirmation email and calendar invite now. Is there anything else you need from me between now and then? That’s great. Then I’ll say thank you for your time and look forward to our conversation next Friday.”

  • How to handle objections – diffuse, statement, question

→ “That’s absolutely fine, no problem at all. Most of the people I speak to tell me the same thing, I hear it almost every day. {{firstName}} tell me out of interest, (discovery question)”

  • When someone says “Can you just send me an email?” you have two choices:
    • accept they aren’t interested and move on
    • call them out on the BS and go back into the conversation

→ example from Blissful prospecting: “firstName, can I ask you an awkward question? I’ve done a lot of these cold calls and generally when someone says this it’s really just their way of telling me they aren’t interested in my lame cold call. Am I completely off base with that?”

Owen’s cold call script

“Hi {{FirstName}} it’s Owen calling from Air Marketing, you and I haven’t spoken before but I’m just hoping you can help me out for a moment.

We help ambitious SaaS companies who’s SDRs are struggling to build enough pipeline and hit target. (depending on the current problems your leads are facing)

Obviously I don’t know enough about your situation to know if this would be a fit for you, do you mind if I ask you a couple questions?

Looking for more more content to increase meetings booked rate? 

*In collaboration with Lemlist.


What’s behind door number 7?

Where does your telemarketing campaign fit into the bigger picture?

We are often contacted by companies who reach out to us because they have (rightly) heard that direct telemarketing delivers very tangible ROI or they see us advertising that our average client receives £18 for every £1 invested.

But often telemarketing is viewed in isolation, companies engage with the pilot campaign to test the water and see how it delivers without taking into account the opportunity that lies in the bigger picture.

We know that telemarketing is an extremely effective channel for many companies, but we also know that combining telemarketing activity with other forms of marketing or looking at the campaign as a longer-term investment such as a 6 month or year long tactic to support other business objectives, can deliver even better results.

The set up of a telemarketing campaign can bring up a lot of questions such as:

  • Have you researched your product/service? Do you know how well it will be received by the market? Do you know your competitors? Will it deliver what we say it will?
  • How are we supporting this telemarketing campaign? Do we have a branded email that can be sent afterwards? Do you have a website that echoes the message we are giving? Have you created anything such as a brochure or flyers we can share with prospects?
  • Have you considered your own sales pitch? Is your sales pitch and our telemarketing pitch aligned? Are we both on brand? Will your sales pitch see conversions?
  • Is your data right for use? Do you need to purchase new data? What else can that data be used for?

As a Business Development Partner, it is not our ethos to deliver merely a ‘project’ within constraints that are agreed. Instead, we want to help you look at the bigger picture, understand what the strategy for your telemarketing or marketing in general is, consider all the angles that could be taken to best engage with your target market and really help you generate the right leads for your business.

The visibility and involvement that is available when working with Air, allows you to ensure that telemarketing is firmly set in the bigger picture. Feedback on data allows you to update your CRM systems and instigate actions if needed. Being able to come in and train the team allows you to shape what the tone of voice for your business, the sales techniques and known objections. And being able to monitor calls in live time means you are always on top of what is happening, planning for appointments, understanding objections and client feedback etc.

So, if you’re looking for a partner to work alongside you, guide you and deliver for you, speak to the team here at Air for more information on how we can help improve your business development. Call us on 0345 241 3038 or email us at contact@air-marketing.co.uk.

The 5 mistakes to avoid when doing telemarketing

When executed correctly, B2B telemarketing can be one of the most effective methods of speaking with your target audience and building your pipeline. As with all business development techniques it is vital to do the right research upfront and put a clear strategy into place before commencing. Telemarketing is also well suited to working alongside the other business development activity that you already have running such as email marketing, direct mail or social media marketing.

We’ve refined our telemarketing strategy over the years but have seen plenty of mistakes in that time also. Here are the 5 mistakes to avoid when conducting your telemarketing campaigns:

Inadequate preparation

You may think that telemarketing is all about being on the phone, making as many calls as possible and crossing your fingers a little. This simply isn’t the right approach to take.

Taking the time to prepare before a call, thoroughly understanding your company, the USP’s of the product/service you are selling, and the decision maker you want to talk to. This preparation may seem like its wasting your time or putting you behind – but this will make your call much more professional and efficient.

Having no freedom from the script

Nobody wants to be in a role where they are just reading from a script like a robot – and no prospect wants to have a conversation with someone who is defined by a script and lacking personality.

A script helps you cover some key aspects, but diallers should have the freedom to move the conversation wherever it requires. Not only will this give more enjoyment to the team making the calls, but it will also allow a much better personalised, intelligent and consultative conversation with the prospect.

Boring them with talk!

We’ve all had these sales calls – where instead of listening to what the caller is saying we are counting how long they’ve been talking without taking a breath, just wondering if they might pass out from exhaustion!

What does this achieve? Absolutely nothing. You cannot sell to someone if you haven’t identified their needs and whether your product/service may satisfy those needs. And how are you going to find out these needs? By asking questions and allowing the prospect to steer the conversation.

Unable to handle objections

Not every prospect is going to need your product/service or want to buy from you. So, when objections to your sales pitch do arise you need to be prepared for them.

This is all about training, ensuring you understand what objections you may receive and how you can best overcome this. The biggest mistakes to avoid are mumbling, changing the subject or continuing your sales piece talking over them.

Failure to close

You have called that prospect for a reason – you want to arrange a telephone appointment, a meeting or a sign up. So as the call is going well, you need to be able to recognise when to ask for the sale and close the deal.

Training and experience will teach you when to close this sale. But failure to identify this means a missed opportunity and time wasted on both sides.

If you’re looking for telemarketing guidance or sales training, Air can help you with this. We often run sales training workshops not only for our internal staff but also for clients and local business owners. Get in touch to find out more.

Where to start with direct marketing?

So, let’s start at the beginning, what is direct marketing?

Direct marketing is the opposite of inbound marketing. You may generate inbound interest and enquiries from having a website or publishing an advert, but you are not necessarily in control of who sees this and then enquires. Whereas direct marketing is exactly that – direct.

Direct marketing is aimed at a list of prospects who you wish to engage with and then you actively reach out to them either by phone, email or post. These prospects may be the business you really wish to work with, a focus on a certain industry sector, or a geographical area.

Why use direct marketing?

Direct marketing is a great method to use when targeting a specific prospect base. Allowing you to completely tailor your message and method of contact to what would suit those prospects. In a world with so much ‘noise’ and messages being shown to you every day, it’s proven that tailored relevant messaging is much more successful for converting than blanket messaging.

Direct marketing can also be a great medium to test campaigns to smaller amounts of recipients, allowing you to test and analyse this before rolling them out business wide.

How does telemarketing fit into direct marketing?

Telemarketing is one of the most personable methods of direct marketing, you really can’t beat picking up the phone and starting a conversation with your prospect. Not only does this open up the opportunity for you to convey your product/service benefits and measure their reaction, this method also allows the prospect to ask any questions there and then meaning you are adding value whilst giving your sales pitch. The other benefit of this method is the ability to spot when the lead is warm enough to convert – allowing you to complete the sales cycle.

Other methods such as email and direct mail certainly have their benefits. Email is a very cost effective method of reaching out to your prospects and warming them to your brand and service/products. Direct mail had become unfavourable as it was seen as ‘junk’ coming through the letterbox. However, this wave is now changing and we now receive more emails than letters, so to stand out direct mail is becoming more popular – it’s now a novelty for something to come through the letterbox at work.

As with most sales and marketing techniques, in order to be effective it’s advisable to come at it from a number of angles. Therefore, use a mixture of methods to reach your prospects. Warming your prospects using intelligent targeted email marketing or direct mail can be followed by picking up the phone to talk in more depth, answer questions and guide the prospect through the funnel.

We help business across the UK and the world with direct marketing techniques to help them reach the prospects they need to help their business grow. To find out more get in touch today.