Outbound lead generation for B2B
Outbound lead generation only works when four things are right
You choose the buyers and contact them first. Here is when that pays off, and when inbound is the better choice.
The short answer
Outbound or inbound: which one do you need?
Inbound waits for buyers to find you through content, search or ads. Outbound goes to them first, with a message to a company you picked. Inbound brings people already looking. Outbound reaches people who were not, so it takes more convincing, but you decide who hears from you.
Outbound lead generation suits you when you can name your possible buyers, one deal is worth a conversation and you cannot wait for search traffic to build. Inbound is the better choice when buyers already search for what you sell, or when your price cannot carry personal outreach. Many companies end up doing both.
If you go outbound, four things decide it: who you contact, why you write now, what you say and how you follow up. A fine email still fails with someone who cannot buy, and a good list still fails with a message that could go to anyone. We run all four on one channel, email, because one channel done properly gets more care per company than three done in a hurry.
The problem
How outbound usually goes wrong
The usual way
- The list comes from a broad filter, so good emails reach people who could never buy.
- The message could go to anyone, with no reason for writing today.
- New mailboxes start at full volume, and the emails land in spam.
- A reply sits for days or gets an automatic answer, and the one warm prospect goes cold.
With Ace
Ace DigitalThis is cold email, done one person at a time. No mass blast, no single template for your whole list.
- We build your list of real buyers
- We write to each person, one by one
- We warm up every inbox first
- A real person reads every reply
Step by step
How it works
- 01
We build your list of real buyers
We start with companies and people who actually match what you sell. Every email address gets verified before we ever write to them.
- 02
We write to each person, one by one
Every email opens with something true about that one company. When there's nothing real to say, we skip it.
- 03
We warm up every inbox first
New mailboxes spend weeks warming up before they send anything to a prospect, and we only raise the volume while bounces and complaints stay low.
- 04
A real person reads every reply
When someone replies with interest, we flag it and get the meeting on your calendar. Nothing here runs on autopilot, and when a lead asks us to stop writing, that's the last email they ever get from us.
Your options
Inbound compared with outbound
Neither one wins every time. It comes down to how soon you need conversations.
| Question | Inbound (content and ads) | Outbound with Ace |
|---|---|---|
| Who moves first | Inbound (content and ads)The buyer, by searching or clicking | Outbound with AceWe do, with companies you agreed to |
| Buyer's interest | Inbound (content and ads)Higher, since they were already looking | Outbound with AceLower at first, so the email has to earn the reply |
| When it starts | Inbound (content and ads)Ads start quickly, and content can take many months | Outbound with AceAfter the list is built and the mailboxes are warmed up |
| When you stop | Inbound (content and ads)Ads end with the budget, and good content keeps working | Outbound with AceThe emails end too, and you keep the conversations already open |
| Best when | Inbound (content and ads)Buyers search for what you sell | Outbound with AceBuyers are easy to name and seldom search for it |
Example
A first email when nobody is searching for you yet
Subject: your warehouse module
Hi Leah, saw Quillmere Software launched a warehouse module last month, while most of your site still talks to retail buyers.
Warehouse managers are unlikely to search for you yet. We find operations leads at companies that fit and write to each one about the module, so you can test that market now.
Is outbound worth a short conversation for this launch?
Asier Mugica, founder of Ace DigitalWho’s behind it
You talk to me from the first call
I’m Asier Mugica. On the call I’ll tell you plainly whether any of our services fits.
Fit
Going outbound makes sense if
- You can name the kinds of companies and job titles that buy from you.
- One deal is worth several sales conversations.
- Your pipeline depends on referrals or ads, and you want a source you control.
- You have something worth telling buyers now.
Outbound with us is a poor fit if
- Buyers already find you and your calendar is full.
- You sell a low-priced product to a broad audience.
- You want phone, social and email all running together.
- You need conversations before the mailboxes can be ready.
Pricing
Booked sales meetings
Ace Digital$2,900setup
$1,200/momanagement
Domains, mailboxes and tools are included.
What's included
- Separate domains and mailboxes, warmed up for weeks
- A verified list of decision-makers
- Every email written for one company
- A two-email sequence
- Every reply read by a real person
- Meetings straight into your calendar
Is outbound better than inbound?
Neither is better everywhere. Outbound suits a defined set of buyers and a sale worth a conversation. Inbound suits buyers who already search for the solution. If you can write down the companies you want, outbound is worth a look.
Why do you stay on email and skip phone and social?
Each extra channel needs its own list work, writing and reply handling, so adding one would spread the same hours thinner.
How much follow-up do you do?
One follow-up email. It is a two-email sequence, so a person hears from us twice at most, and anyone who asks us to stop hears nothing more.
Should I do outbound prospecting myself or use an outbound agency?
Do it yourself if you have the hours, because done one company at a time it is slow work. An agency makes sense once your hours are worth more on calls with buyers.
Not sure outbound is right for you?
Spend 30 minutes with us on your buyers and your offer. You will get a straight answer, even if that answer is to keep your money in inbound.
Book a 30-minute call