In most cases, this type of sales is used by companies in B2B sales, in all directions: SMB, Midmarket, and Enterprise, but it works best in Midmarket and Enterprise. In this type of sales, email is the main form of communication. If your Customer avatar is a small eCommerce business, the contact details of such a customer are easier to get through Google ads, Facebook ads, etc. In SMB, people use little corporate mail. They use free mailboxes like [email protected]
CAC (Customer acquisition cost) in SMB is small and customers can be found in large numbers.
If your client is a Midmarket company or Enterprise, attracting such clients becomes more difficult and expensive. Due to the narrow specifics, the cost of advertising will be 10-100 times more expensive than in SMB, and therefore some companies use cold outreach.
Also in Midmarket and Enterprise, the corporate email [email protected]
is the standard of communication and every employee checks it every day. Thus, reaching a decision-maker through email is easier than through paid advertising. Of course, there are different cases, and we'll talk about them further.
Cold email outreach exists because it's almost impossible to catch certain people from the B2B segment on the Internet. Example. You provide web development software. Your customer avatar is a young startup that has received funding. How will you catch them in Google ads? This is unreal. But you can go to a website that lists startups that have received funding. Then find the founders' emails and start the Cold email outreach process. This is in line with the GDPR if the data was found in open sources.
Basically, this sales process is used by companies that want to sell something in the B2B segment.