Outbound sales
A proactive commercial approach in which the company contacts prospects without a prior expression of interest: cold calling, prospecting emails, LinkedIn outreach, trade shows. The opposite of inbound, where the prospect initiates contact.
In practice
Outbound remains essential to reach specific segments that content does not naturally touch, or to accelerate growth before inbound matures. Response rates for B2B prospecting emails are 2 to 8 percent depending on targeting quality and message relevance. Personalisation at scale — short messages referencing a specific context of the target — doubles or triples these rates compared with generic mass sends.