Reframing Cold Outreach

Struggling to see results from your business development efforts? If your cold outreach feels ineffective, you’re not alone. Many agencies face similar frustrations after experimenting with different approaches—whether hiring lead generation companies, working with new business agencies, or building in-house sales teams.

The key challenge isn’t just the method but how expectations are set. Cold outreach operates differently from referral-based business, and without understanding these distinctions, it's easy to feel like it’s not working. In this article, we explore why cold outreach often feels like an uphill battle and how to make it a more effective part of your growth strategy.

The Expectation vs. Reality Gap

Agencies often become discouraged when cold outreach doesn’t yield immediate results. However, this frustration usually stems from unrealistic comparisons—particularly when measured against referral-based business, which naturally converts at a much higher rate. Understanding this distinction is essential to managing expectations and refining your approach.

Why Referrals Convert More Easily

Referrals enjoy high conversion rates—often exceeding 80%—because they come with built-in trust. When a prospect is introduced through a mutual connection, credibility is already established, making it far easier to close a deal. However, it’s important to remember that this trust wasn’t built overnight—it was developed over time by the person making the referral.

The Reality of Cold Outreach

When engaging with cold prospects, that trust doesn’t exist. Unlike a referral, where you may be one of just a handful of options, cold outreach typically places you in direct competition with multiple businesses. As a result, success rates are naturally lower. The key isn’t to abandon cold outreach but to recognise its role and adapt accordingly.

Maximising Cold Outreach Effectiveness

While cold outreach won’t deliver instant wins at the same rate as referrals, it can still be a powerful tool—if approached correctly. Many agencies mistakenly assume that securing a meeting guarantees success, but real progress comes from ongoing engagement. To build meaningful connections, you must consistently demonstrate value, establish credibility, and nurture relationships over time.

Rethinking Your Growth Strategy

Instead of viewing cold outreach as an isolated tactic, see it as one part of a broader business development plan. A well-balanced strategy leverages both the credibility of referrals and the reach of cold outreach, creating a sustainable pipeline of new business.

By setting realistic expectations, refining your approach, and committing to consistent engagement, you can turn cold outreach from a frustrating exercise into a key driver of long-term success.

Link Smarter

In today’s fast-moving industries, talented professionals frequently seek new opportunities. Fortunately, LinkedIn keeps us informed, notifying us when our connections switch roles—and even prompting us to congratulate them with the effortless click of a button.

However, what truly matters is how you respond to these job changes and leverage them to your advantage.

When a new Marketing Director joins a company, their focus is often on making a positive impact and tackling key challenges. This presents a valuable opportunity for you to demonstrate your expertise and position yourself as part of the solution.

While offering your congratulations, take the time to research their new role and identify the potential challenges they may face. For example:

• Has the company recently undergone a merger? If so, how can you support them during this transitional phase?

• Have they secured significant new clients? What can you offer to help them meet those clients’ evolving needs?

Your goal should be to provide genuine value—to become their “secret ingredient” for success.

Rather than simply listing your services alongside a generic “well done,” show that you have invested time in understanding their circumstances. Demonstrate that you’re aware of the priorities likely occupying their thoughts.

If you choose to engage with their work more deeply, do so with purpose and authenticity. Meaningful connections stem from thoughtful interactions and a genuine willingness to help—far more valuable than a one-click congratulations.

A Sea of Sameness

"We take the time to understand your brand."
"Our team is more like a family."
"We always challenge the brief."
"Our unrivalled expertise."

I found at least a dozen variations of these statements in just five minutes.

They may all be true, but that barely matters—because unless your prospect is a warm referral, they don’t believe you. Genuine differentiation is difficult. True uniqueness is near impossible. As a result, your claims, however valid, lose their impact.

So how do you stand out in a crowded market?

Simple: consistently act as you claim to be. From the very first interaction, your prospects are evaluating you.

• Respond to emails immediately—even if it’s just a quick acknowledgement. Don’t leave potential leads waiting while you craft the perfect reply. Promptness and attentiveness matter more than a beautifully worded but delayed response.

• Ditch the jargon. No one is impressed by it. Overcomplicated, trademarked processes with flashy names mean nothing to a prospect unfamiliar with your work.

• Communicate clearly. Use plain English to explain what you do and how it delivers commercial results. Flowery language and convoluted analogies will only send visitors away from your website.

• Ask direct, meaningful questions. Never assume prospects will guide the conversation—it’s your role to take the lead.

In the early stages, don’t give prospects reasons to exclude you:

• Swearing isn’t edgy—it’s unprofessional.

• Boasting about being “picky” with clients won’t impress new contacts; it will alienate them.

• Humorous videos and personal anecdotes can wait—at this stage, focus on value.

Be the agency that understands your prospect’s commercial objectives. Demonstrate how you contribute to those goals. Explain your approach concisely. Ask smart, straightforward questions—and listen to the answers. Respond swiftly to emails. Answer the phone when it rings.

By doing this, you’ll place yourself in a rare and distinguished category. Not entirely unique, but far more differentiated than those who simply claim to be disruptive, strategic, client-led, and unrivalled.

Choosing the Right Partner

A quick online search will reveal hundreds of lead generation companies operating in the UK. Finding a provider isn’t the challenge—choosing the right one is. More importantly, once you have those leads, what’s your next step?

At Sponge NB, we position ourselves as a true business development solution because we offer a comprehensive service. We don’t just generate a list of prospects; we take your brief, identify and qualify potential clients, and engage with them directly on your behalf—person to person. Genuine connections lead to genuine business opportunities.

The distinction between lead generation and business development is in the word “generation” itself—suggesting an automated, volume-driven process.

When companies promise “real-time lead delivery” and “seamless CRM integration” (with platforms such as Salesforce, HubSpot, Highrise, Zoho, and others), the process starts to sound somewhat mechanical.

And if these leads are being generated automatically, how unique are they? If the system is that simple, how many other businesses are receiving the same leads from the same source?

On paper, automated lead generation solutions can be compelling—they promise high volumes, minimal effort, and easy integration. However, as experience tells us, if something sounds too good to be true, it probably is.

That’s why we take a more considered, strategic approach. New business development isn’t about shortcuts—it requires expertise, persistence, and a human touch. In our experience, if winning new business seems effortless, you’re probably not doing it right.

The Reality of Lead Generation

Sponge NB has been in operation for 21 years. That’s twenty one years of engaging with prospects over the phone, adapting to email as the preferred communication channel, and, more recently, mastering SEO, refining Google strategies, and understanding LinkedIn’s ever-evolving algorithms.

With this experience in mind, you can imagine how frustrating it is to witness the growing number of lead generation companies—particularly in the UK—promising to "replenish your lead funnel" at the click of a button. If only it were that simple.

We have, of course, explored automation. The prospect of allowing a macro or algorithm to handle our work is certainly appealing. However, while automation may appear to produce fast and impressive results, these outcomes often fail under closer scrutiny.

During our research for this article, we repeatedly encountered claims such as, “generate a list of leads for customer acquisition and pass them on to you for closing.” This approach runs counter to the values we uphold. What level of strategic thinking is informing the selection of these leads? How are they being validated and sense-checked? Who, with genuine expertise, is overseeing this flood of data that seems to emerge so effortlessly?

Buzzwords such as “AI-based platforms,” “bionics,” “holistic strategies,” and “social prospecting powered by AI-enabled research” are frequently used to market these services. They promise vast volumes of leads, seemingly generated in an instant.

At this point, I may sound like a traditionalist dismissing modern advancements. However, the difference between seasoned professionals in business development and those drawn in by these extravagant promises is significant.

If lead generation were truly this effortless, wouldn’t everyone be relying solely on these methods?

I have encountered individuals who claim to have foolproof systems for winning at roulette—yet none of them are millionaires. Curious, isn’t it?

The same principle applies here; if a single subscription could truly triple your incoming business, the cost of such a service would be astronomical. Match the promise to the price, and it quickly becomes clear that these offerings cannot possibly deliver as advertised.

If someone claimed they could generate £20,000 a week simply by selling you a £5 “how-to” guide, would you believe them? Surely, if such a method worked, they would be too busy earning £20,000 a week from their yacht rather than selling instructions for the price of a coffee.

If lead generation were genuinely that simple, we—and every other experienced business development company—would already be doing it.

SKIP INTRO

I’ve said it before and (for SEO purposes) I shall say it again - I LOVE “Skip intro” as an option when using the likes of Netflix, Amazon Prime, etc.

For the people who have spent months grafting away to produce a TV show it must be a real punch in the guts - the blunt acknowledgement and acceptance that no one cares that they exist. Ouch.

But it’s also smart as hell because it’s born of the question “why are people here?”. In the case of Netflix it’s to watch a show/movie. Anyone who thinks that the vast majority are there to find out who wrote this episode of “Lucifer” is deluded (as is anyone expecting “Lucifer” to be anything other than appalling. Just saying).

Let’s now turn that around to you and your creds and/or website. “Why are people here?” Are they here to learn all about you as a person? Nah. Are they here to find out the history of your building? Nah. Are they here to check out the huge list of things you can do? Maybe, but probably not (because these days most agencies can pretty much all do the same thing).

They’re probably there because they have a specific goal and want to know if you can help them nail it. Obviously the specifics depend on what you do and who your customers tend to be, but it probably wouldn’t take long to work out the answer to that key question. And if that answer can be put front and centre on your creds/site how awesome would that be! They got to “skip intro” and get straight to what they were interested in all along.

Show them results. Show them your awesome output. Show them how the work you do will take them to where they want to be. If you force them to watch all the credits (metaphorically speaking) by the time they get to the show (if indeed they stick around that long) they’ll already be spent and might miss something juicy.

Deliver what the audience wants, not what you want them to see to make yourself feel good.

Case studies are king

You’re only as good as your last piece of work (unless you’re still harping on about some logo you changed the colour of ten years ago).

Case studies are incredibly valuable (even the ones that are a little past their sell-by date). You can write all the hyperbole about yourselves you want (and I’ll challenge every last claim just for fun) but if you show me a case study with results and testimonials, well… I’m going to accept everything as legit and an honest insight into your abilities (and if it all turns out to be lies I will hunt you down).

In the top ten “Biggest Red Flags” of a recent Semrush report, “Lack of testimonials and case studies” scored high on the list of company turn-offs, proving the point that someone else’s review of your work will always trump your own self-promotion.

When we check out potential new clients, we scroll straight past anything vaguely “About us”-shaped, instead looking for factual case studies (or at least a portfolio).

When we advise clients on the creation of case studies, many seem reluctant due to a lack of ‘real results’ to report. Seriously, don’t worry about that - a simple testimonial is worth its weight in gold if you can’t conjure up a “300% increase in sales”.

Oh, and if you ARE lucky enough to have a “300% increase in sales”, PLEASE drop that into the case study early and LARGE. It might seem a little grotesque, but showing potential customers a solid commercial outcome your work led to is always a good idea.

Referrals. Don't ask, don't get.

Don’t wait for referrals; ask for them from each and every client and contact you ever knew.

A recent survey showed that in a list of “why have you chosen your existing marketing agency?” number two was “The agency was recommended to us”. Just think about that for a moment compared to all the things you think are the reasons people hire you…

It’s not your web site… it’s not your presence on LinkedIn… it’s not your wacky YouTube channel or your Instagram account. People like a ‘safe bet’ and if ‘Dean over at Company X’ has already used you and liked working with you, be sure to squeeze every last referral from him.

In cold channel new business we talk about having about 20% to work with when it comes to being brought on board, simply because we know that about 80% of business goes to incumbent agencies or referred companies. So why voluntarily sit on the outside of that equation?

Being introduced to a potential new client removes the cold moniker from your resume. You’re now the guys the client “doesn’t know, but came highly recommended”.

It creates SUCH a massive shift in the way you will be regarded it’s worth the potential ‘embarrassment’ of not being referred when you ask.

When was the last time you asked a current or ex-client for a referral? Unless your answer is “just now” then you’re not doing it enough.

Get it sorted.

The Art of Humble

Let's face it, everyone tends to exaggerate a little (and as an award-winning, 6'5" muscular gold medallist with perfect teeth, I understand). Moreover, it seems like nobody ever misses an opportunity to take credit for something that may not entirely be their doing. In my previous role as a renowned PR professional in the video games industry, I was no stranger to this phenomenon. I held records for gracing numerous magazine covers for the games I represented. However, it's important to acknowledge that these games (Unreal, Duke Nukem, Driver, and the like) were already highly-anticipated and well-received. So while I like to believe I did an awesome job, it was somewhat difficult to fail when working with such an extraordinary line-up of games.

Personally, I take greater pride in the times I managed to generate PR traction for less remarkable games. Those were the moments when I truly demonstrated my expertise. But if I were to sell myself to you as a PR expert, which do you think I would highlight? Yes - the flashy accomplishments, of course.

However, when showcasing your "sexy stuff," it's crucial not to overstate your impact. I can certainly believe that your Twitter campaign played a significant role in deepening brand recognition among consumers. But when you claim that the company experienced a miraculous 400% surge in sales solely due to your Twitter campaign... well, you've swiftly transitioned from being a credible part of the narrative to sounding like a dubious storyteller. Once trust erodes, even your honest achievements will fall on deaf ears.

Keep in mind that your audience will have reasonable expectations regarding your contribution to a campaign. Whether you're designing a logo, managing social media, or handling media buying, you undoubtedly play a positive role in the outcomes. However, it's essential to remain humble and authentic, acknowledging that success is a collective effort.

By embracing humility and credibility, you'll not only receive due recognition for your work but also be commended for presenting yourself reasonably and honestly.

Let Results Speak for Themselves

In the world of creative work, your reputation hinges on your most recent achievements (unless you're still bragging about tweaking a logo's colour a decade ago). Case studies hold immense value, even if they've aged a bit. You can indulge in all the self-promotion and hyperbole you desire (rest assured, I'll be there to question every extravagant claim just for fun) but when you present me with a case study brimming with tangible results and glowing testimonials, well... I'll accept it all as genuine, providing an honest glimpse into your capabilities (and trust me, if it's all smoke and mirrors, I will track you down and make your life hell).

In a recent report published listing the "Biggest Red Flags," the absence of testimonials and case studies ranked high among the turn-offs for potential clients. This proves the point that the review of your work by someone else will always outweigh your own self-promotion.

When assessing potential clients, we swiftly bypass anything resembling an "About Us" section and head straight for factual case studies (or at least a portfolio). That's where the true essence of your abilities lies.

When we guide clients in crafting their case studies, many express hesitation due to a perceived lack of "real results" to showcase. But here's the thing - a simple testimonial holds immense value, worth its weight in gold even if you can't conjure up a grandiose "300% increase in sales."

And oh, if you do happen to be fortunate enough to boast a "300% increase in sales," please ensure it features prominently and prominently in the case study. It may seem a tad ostentatious, but showcasing potential customers a concrete commercial outcome resulting from your work is always a wise move.

So, let your case studies do the talking. Let the results speak volumes about your prowess and allow potential clients to witness the tangible impact of your expertise.

Referrals: Ask and Receive

In the realm of marketing, referrals hold tremendous potential. Don't passively wait for them to come your way; take charge and proactively ask for referrals from every client and contact you've ever known. A recent survey revealed an eye-opening fact: when asked why they chose their existing marketing agency, the second most common response was "The agency was recommended to us." Pause for a moment and consider the implications of this in relation to your perception of what makes clients hire you.

It's not solely about your website, your presence on LinkedIn or your flashy YouTube channel or Instagram account. People tend to gravitate towards "safe bets,". IF Barry at Company X has already worked with you and had a positive experience, make it a point to extract every possible referral from him.

When it comes to cold channel new business, we often discuss the 20% rule, recognizing that approximately 80% of business is typically retained by incumbent agencies or referred companies. So, why willingly position yourself on the outskirts of this equation?

Being introduced to a potential new client eliminates the "cold" label attached to your name. Instead, you become the team that the client "doesn't know personally, but comes highly recommended." This shift in perception can have an enormous impact on how you are regarded and increase your chances of securing new business.

It's worth stepping out of your comfort zone and asking current or former clients for referrals. Unless you can proudly say, "I just asked for a referral," it's a sign that you're not actively hitting this valuable route often enough.

Take action today and prioritise the acquisition of referrals. Unlock the potential that lies within these recommendations and watch your business thrive.

The Importance of Efficiency

In today's business landscape, the concept of "time and motion" studies may seem outdated and rarely mentioned. However, the lessons I learned from those practices during my lengthy career have proven to be invaluable. While these studies primarily aimed to identify the most efficient methods for task completion, their principles still hold relevance, especially when it comes to sustaining your business.

Take a moment to reflect on the single activity that keeps your business alive. Is it maintaining an unchanged client base for the past decade? Is it continuously acquiring new clients due to your focus on project-based work without any retainers? Or perhaps it's indulging in reading blogs because they're undeniably captivating (you’re welcome).

The truth is, many of the tasks we engage in daily may not significantly impact our success; they are simply activities we enjoy (and we’ve become experts at rationalising to justify their continuation).

"Networking" is a classic example of turning something enjoyable into a seemingly legitimate business pursuit. However, any diversion from activities that genuinely contribute to your business will inevitably hinder your progress.

One could argue that engaging in "fun" activities benefits the company by promoting mental well-being, and that's a valid point to consider. Yet, it's essential to be honest with yourself. Have fun, but don't deceive yourself into thinking that it directly advances your business objectives. Instead, view such activities as a means to earn brownie points that allow you to indulge in the next enjoyable endeavor.

Now, it's time to shift your focus from reading blogs and dive into real work. Concentrate on tasks that truly drive your business forward and make a tangible difference.

Good luck and have fun (but not too much).

Thinking outside the chicken box

Imagine if you visited KFC and instead of receiving their signature fried chicken they served you a pyramid of asparagus, claiming they were "thinking outside the box." Or picture picking up your car after an M.O.T. and service only to discover that the mechanics had replaced the engine with a cauliflower. Would you applaud their creativity and vision? Of course not - you'd simply ask for what you came for. And now I really fancy 12 hot wings. Damn.

Before I delved into the realm of new business development (yes, I'm throwing in a blatant keyword) I encountered some challenges in my career when referring to creative teams as a "service department." Let me tell you, they did not appreciate that one bit (and I LOVED that).

From the perspective of marketing and sales managers, design serves a purpose. You can't just place a blank white box on the shelves of Lidl and expect customers to be enticed; it needs to be adorned with vibrant shapes or pictures of smiling children gleefully devouring sugar-coated objects.

Once, I requested a straightforward glowing icon resembling an on/off switch for a computer. But before I knew it, a "mood board" had surfaced, and the creative department vanished for an entire day to "conceptualise." Thankfully, I managed to find a friend of a friend who swiftly crafted exactly what I needed in just 20 minutes for a reasonable fee of £75.

Let's not forget (and this message is directed to you, creative folks) that while people value your thoughts and ideas, they also have specific objectives in mind. Therefore, it's crucial to collaborate with them to bring their vision to life, rather than imposing your own preferences onto their "bland" requirements.

Expert Advice vs Ego

When my dad needed to have his flat roof rebuilt to improve rain drainage he had a particular vision in mind (as most handyman dads do). To explore his options, he called several local builders in for estimates.

The first builder presented a solution that didn't align with my dad's initial plan, and as a result, he was ignored.

Surprisingly, the second builder proposed the exact same solution as the first, leading to a similar response from my dad - disapproval and dismissal.

The third and fourth builders - without any knowledge of the previous suggestions - coincidentally echoed the same solutions, which, unsurprisingly, failed to win my dad's favour.

However, the fifth builder finally presented the solution my dad had been hoping for all along, and he decided to move forward with them.

Now, it would certainly add more drama to my story if I could tell you that the roof had dramatically caved in, but alas, that would be a fabrication (at least for now - who knows what the future might bring!)

I have often emphasised the perils of disregarding expert advice, but this situation takes it to another level. It's akin to seeking expert guidance, but only accepting someone as a "true" expert when their viewpoint aligns with our non-expert expectations.

Imagine if four doctors warned you that taking a blue tablet would have fatal consequences (despite your love for the colour blue). Would you still choose to take it if a fifth doctor assured you that they also adore the colour blue and that you would be perfectly fine?

In conclusion, avoid flat roofs (if possible), exercise caution when it comes to taking unfamiliar medication, and perhaps most importantly, refrain from seeking validation solely from experts who confirm our preconceived notions.

Remember: making informed decisions involves striking a balance between expert advice and open-mindedness.

Good luck when the storms arrive.

Removing the dung

As you can imagine, I spend a considerable amount of time browsing agency websites each week. It's not just because I enjoy seeing the impressive work done by creative minds; I'm also (let's be honest) on the lookout for those who are doing a dreadful job of representing themselves. Who knows, there might be an opportunity for us to swoop in and save them from their own misguided efforts.

During these browsing excursions, I come across an abundance of BS, hyperbole, and criminally wasted space. It baffles me why someone would choose to pass on showcasing a killer case study and instead bombard me with irrelevant details like their high school achievements, their encounter with CFO "Dean," the year they were established, or the thought process behind their office building selection. It's mind-numbing.

But one of the most common instances of BS I encounter is the kind of statements that were undoubtedly written while standing proudly atop a mountain, chest out, gazing heroically into the sun. However, upon closer inspection, they turn out to be nothing more than utter guff.

Take, for example, the classic gem: "We will only take on a client if we believe we have the knowledge and expertise to help them." Yeah, right. So you're telling me that if Client X shows up with a bag of gold, you're going to turn them away because you suddenly doubt your own expertise? Give me a break.

We're supposed to read such statements and think, "Wow, these guys have integrity!" but all we do is blow coffee out our noses and roll our eyes (which, by the way, is not as easy as it sounds).

Naturally, I couldn't resist sharing this statement with my colleague during a Skype session (yeah, we can be a pair of total bitches). His response hit the nail on the head: "It's such a BS line. Easy to claim, impossible to disprove, and unlikely to be true."

Wise words, my friend. Wise words.

So, let's cut to the chase and stop saying silly things. We see right through the facade, and all those heroic statements are just taking up valuable space that could be used to impress us with your actual work and the tangible outcomes attached to it.

PLEASE, let the results speak for themselves.

Ultimate Insurance for Growth and Success

During a recent conversation with an industry colleague, I came across an interesting perspective referring to New Business Development as 'insurance.'

This analogy not only sets the right tone but also aligns our mindset with the concept. In our lives, insurance is typically an investment we hope we never have to rely on. I insure my car, but I'd much rather keep it in pristine condition than find myself exclaiming, "Thank goodness I insured it!" (because that would likely mean it's been involved in a collision with a colossal SUV during the school run).

When it comes to holiday or home insurance, the ideal scenario is to consistently pay into it without ever needing to file a claim. Similarly, in the realm of new business, it serves as an insurance policy against the sudden silence of a non-ringing phone or the absence of email inquiries flooding your inbox.

Maintaining a thriving business revolves around growth and survival. Embracing New Business 'insurance' is an investment that doesn't provide an absolute guarantee, but it always (yes, always!) delivers unexpected benefits to a company. By engaging in new business activities, you'll connect with companies you would never encounter otherwise, seize project opportunities that can lead to long-term client relationships, and ping on the radars of prospects who would have never noticed you otherwise.

Don't hesitate! Sign up today or (at the very least, reach out for a conversation that could transform your business).