How to capture attention, attract prospects and convert them into leads? Today, we focus on two possible levers in B2B: cold emailing and cold calling. Cold prospecting, therefore, which despite the challenges can prove very rewarding if done correctly. What are these strategies exactly? Should you choose, and if so, which is the most relevant? This article answers all your questions.
Cold emailing and cold calling: understanding these two approaches
Cold emailing
Cold emailing is done in a professional framework. It involves contacting prospects by email who do not yet know your company, and without prior interaction. The goal is to establish a first contact with a prospect or a potential partner.
Unlike spam, it relies on precise segmentation, message personalization, and adherence to existing regulations, such as GDPR in France.
Cold calling
In the case of a cold call, it’s a matter of phone prospecting to professionals who have not requested to be contacted. Same concept as cold email but in phone version.
The functioning of cold calling
Since we have already covered the essentials on the process and best practices of cold emailing in a previous article, let’s focus here on cold calling.
Contrary to what some might think, this technique requires a structured process that generally follows several steps.
1) The company must identify and qualify a list of contacts matching its target market. These contacts can come from an internal database, prospecting tools, or even research on professional networks like LinkedIn.
2) The salesperson prepares a flexible call script. Why flexible? Because it should not be recited word for word, but serve as a guide to quickly present the value proposition, ask the right questions, and respond to the prospect’s answers.
3) The success of calls depends on the tone adopted, the ability to create a connection with the person within the first few seconds, and the art of active listening rather than reciting a pitch and only talking about yourself.
4) Each exchange must be documented and analyzed. Information gathered (level of interest, objections, potential project) allows for refining lead qualification and improving future conversations.
Here are some figures from the 2025 cold calling report by the commercial intelligence platform Cognism:
- Overall success rate of cold calls: 2.3%
- Success rate of incoming calls: 65.6%
- Callback success rate: 26.85%
Advantages and limitations for each method
The advantages of cold emailing
Cold emailing presents an interesting cost because an email campaign is significantly cheaper than mobilizing a team of telemarketers.
It also offers precise measurement of results, as every action (opening, click, response) can be analyzed to adjust and optimize campaigns.
Done well, it’s less intrusive: the prospect can view the message at a time that suits them without feeling rushed.
The limitations of cold emailing
The first risk of cold emailing is being ignored, as professionals’ inboxes are generally saturated and spam filters are particularly stringent.
This method can feel very impersonal and irrelevant if message personalization is neglected.
The effectiveness of cold emailing strongly depends on deliverability since without a clean and verified database, emails risk simply ending up in spam.
The advantages of cold calling
Cold calling enables direct dialogue and immediate feedback from the prospect.
It allows for quick qualification, as a well-conducted call is often sufficient to determine whether the contact is relevant or not.
This technique has a more human aspect: speaking to a real person helps create closeness, a connection, and can even generate trust more easily.
The limitations of cold calling
Cold calling suffers from a negative image because it is still too often associated with aggressive canvassing.
This practice can be difficult for some companies to deploy on a large scale if it requires recruiting, training, and managing teleoperators, as this represents a significant cost.
Cold calling is not well received in France. It requires persistence, an indomitable spirit, and exceptional sales talent.
Which method is most effective in 2025 for B2B?
In reality, there’s no absolute winner between cold emailing and cold calling. Their effectiveness depends on several parameters.
The sector, first of all, plays a decisive role: in financial services or complex IT solutions, a phone call often helps build trust more quickly, whereas in digital marketing, targeted emailing remains the preferred method.
The profile of the target is also essential. A small business owner is generally more accessible by phone as he has fewer intermediaries, while a buyer within a large group, often highly solicited, will be more receptive to a clear and well-constructed email than to an unexpected call.
The stage of the sales cycle also strongly influences the choice of method. Email is often a good entry point to initiate a relationship, while the phone call can come later to deepen the exchange and engage in more concrete discussion.
Finally, the generational factor should be taken into account. Younger generations, accustomed to digital tools and instant messaging, generally prefer an initial written and structured contact via email. Conversely, more experienced decision-makers from generations for whom the telephone was the main tool of professional communication may be more inclined to respond favorably to a call.
The winning strategy: use both channels rather than choosing just one
Opposing cold emailing and cold calling ultimately has limited interest. The best strategies are those that cleverly combine both approaches.
For example, a typical scenario could be:
- Send a first personalized email presenting the added value (without pushing for immediate sale).
- Follow up by phone a few days later, building on the email sent.
- Connect on LinkedIn to nurture the relationship over time.
This approach allows you to leverage the respective advantages of both techniques.
Cold emailing and cold calling: tips for optimal effectiveness
| Cold Email 💌 | Cold Call ☎️ |
|---|---|
| Verify the cleanliness of the bases with a tool like Captain Verify to avoid invalid addresses. | Prepare a flexible script that guides the conversation without making it robotic to keep it fluid and natural. |
| Pay attention to the email’s subject line because it conditions the opening. | Research the prospect well before calling (website, LinkedIn, news). |
| Write clear, concise messages focusing on value for the recipient. | Listen instead of going into sales pitch mode. |
| Include a subtle CTA to offer content, an appointment, a demo. | Avoid calling at inappropriate times (after work, for example) and take into account time zones. |
Rather than trying to determine a winner between cold emailing and cold calling for B2B prospecting, it is actually wiser to consider these two techniques as complementary. Emailing, being cost-effective and measurable, opens the door. The phone, being more engaging and human, allows crossing the threshold. Combined in a multichannel strategy, these approaches transform a cold contact into a smarter, more respectful, and fruitful business relationship.
