Outbound isn't dead. Lazy outbound is.

Every few months someone declares outbound dead. Meanwhile, the best B2B companies keep building predictable pipeline with it. The difference isn't the channel — it's the craft.

Volume was never the strategy

Blasting thousands of generic emails stopped working years ago. What works is relevance: the right account, the right person, the right reason to talk now.

Research is the multiplier

Teams that invest in account research see reply rates two to four times higher. A single relevant trigger — a hire, a funding round, a tech change — beats any clever subject line.

Multi-channel beats single-channel

Email, phone and LinkedIn work best together. Each touch makes the next one more recognisable, and buyers respond on the channel they prefer.