Cold acquisition that works in 2025

Cold calling. Perhaps it still conjures up an image of endless phone calls and standard emails that no one is waiting for. But it can be different. In 2025, cold calling will no longer be about mass, but about customization. It is a way to start a conversation based on genuine interest and discover who you can really help.

Want to make a real impact with cold calling in 2025? This article will help you get started. We dive into the strategies that matter and show you how to use email and LinkedIn to make your message relevant and personal.

The basics of cold calling remain important

Targeted prospect lists and well-prepared messages remain the backbone of any cold acquisition. Start with a clear picture of who your target group is and what challenges they face. People who can really use your offer will notice the difference in a personal approach.

A good example? In email marketing, it helps tremendously to write messages in such a way that they immediately stand out and feel relevant. Check out these tips for cold emails that actually get read. Make sure your message is clear quickly and people feel from the start that you really have something valuable to offer them.

Personalization in cold calling: don't just insert a name

Personalization goes beyond inserting someone’s name into a standard email. If you want a message to feel personal, you need to show that you understand who the other person is and what’s important to them. Your message should connect to their role, industry, and challenges.

Some tips to really apply personalization:

• Segmentation based on sector and function: A generic message doesn’t work for everyone. For example, an email to an IT manager might focus on technical efficiency, while a message to a marketing manager might focus on ROI and customer engagement.
• Show that you understand their world: Show that you are familiar with their field. Refer to trends that are playing in their sector or challenges that you are aware of. This makes the other person feel understood.

Want to learn more about creating personas and why they're important for cold calling? Learn more about personas and their role in your sales strategy here.

Email marketing: personal and scalable

Email remains an effective channel for cold calling. It’s immediate, cost-effective, and can be personalized at scale without feeling impersonal. In 2025, it’s all about genuine interactions, even in automated emails.

Helpful tips for effective email marketing:

• Automation with a human touch: Use email tools such as Apollo.io and SmartLead.ai to schedule and personalize messages. Just make sure the emails feel natural and personal, without too much repetition or boilerplate.
• Experimenting with A/B testing: Try different topics and messages to see which ones work best, and discover which approach has the most impact on your audience.

LinkedIn: The place for business connections that really matter

LinkedIn not only provides access to professionals, but also gives you the opportunity to connect in a respectful way. Don't use it as a standard sales pitch, but really approach people. This way you can build valuable relationships without it feeling immediately commercial.

• Targeted searches with LinkedIn Sales Navigator: This will help you quickly find the right people and focus your efforts on those most likely to find your message relevant.
• Personalize connection requests and messages: View your prospect's profile and start a conversation based on something relevant to them. This will immediately set you apart from the standard messages people receive every day.

Cold calling in 2025: focused on real connection

Cold calling can be exciting and valuable if you approach it personally and in a targeted manner. People appreciate it when you make an effort to really get to know them and take their challenges seriously. In 2025, it will no longer be about simply reaching as many people as possible, but about addressing the right people in a way that is relevant to them.

By cleverly combining email marketing and LinkedIn, you can take a stronger, more targeted approach. Email offers the ability to work at scale, while LinkedIn allows you to connect in a way that feels instantly familiar. Use automation where possible, but always keep the human touch in mind: a personal message, a relevant example, and genuine interest make all the difference.

Cold calling can be more than just an attempt at contact. With a good strategy, you build relationships that go beyond that one message. It starts with a well-thought-out approach, but ultimately it’s all about the interaction you create.

Learn more about capturing B2B leads with smart cold email marketing.