45+ Key B2B Cold Calling Statistics [2025]

There are many opinions about the value of cold calling in prospecting.

👇Let’s look at the latest cold calling statistics to cut through the noise and understand its value. 

2025 cold calling stats

Cognism launched its State of Cold Calling report for 2025 based on 204,000+ cold calls and 27,000+ conversations. Here are the key B2B cold calling statistics for the year: 

• On average, connecting with a lead takes three cold call attempts (Cognism’s 2025 State of Cold Calling Report).
• That’s a similar result to an earlier study: It takes two to three touches to connect with a prospect for 42% of top performers and 24% of the rest of the sales professionals (RAIN GroupTop Performance in Sales Prospecting Benchmark Report).
• The success rate for having a conversation from a cold call is 65.6% (Cognisms’s 2025 State of Cold Calling Report).
• You have a 26.85% chance of successfully reaching a prospect on a callback. (Cognism’s 2025 State of Cold Calling Report).
• The average duration of a cold call in 2025 is 93 seconds. (Cognism’s 2025 State of Cold Calling Report.)

How popular is cold calling?

Is cold calling losing the popularity contest to other outreach methods?

With the help of We Have a Meeting (WHAM) and research from others within the industry, we turned to the research to answer this question.

Based on the most recent data, cold calling remains a primary channel for reaching decision-makers. Here are the stats:

• 51% of leads come from cold calling (Orum, The State of Sales Development).
• WHAM saw more competition in cold calling due to competitors also using the same outreach methods. (Cognism’s 2025 State of Cold Calling Report)
• This makes sense, considering over 80% of sales directors say the phone is essential to outbound leads. (Orum, The State of Sales Development)
• The average cold call time has increased from 83 to 93 seconds. (Cognism’s 2025 State of Cold Calling Report).

Success rates: What the data tells us 

Cold calling is a popular outbound method for a reason. When done correctly, sales reps can close more sales. Here are the most important cold calling statistics you need to know to achieve success:

• The average cold calling success rate is 2.3%. (Cognism’s 2025 State of Cold Calling Report).

• 32% of prospects answer a call from companies they haven’t yet spoken with. (RAIN GroupTop Performance in Sales Prospecting Benchmark Report).
• 82% of buyers accept meetings at least occasionally with sellers who reach out to them. (RAIN GroupTop Performance in Sales Prospecting Benchmark Report).
• The optimum number of call attempts is three. By the third call, 93% of conversations occur (Cognism’s 2025 State of Cold Calling Report).
• Over 98% of conversations have occurred by the fifth call, making additional calls ineffective. (Cognism’s 2025 State of Cold Calling Report).
• Teams using Cognism saw a success rate of 6.7% for cold calls that led to booked meetings, well above the industry average (Cognism’s 2025 State of Cold Calling Report).

Regional variations in cold calling success 

WHAM’s outbound lead gen efforts span the globe. So who better to analyse for cold calling success rates and conversations?

Here’s what we learned fromtheir cold-calling efforts. 

• Cold calling success rates vary significantly by region. (Cognism’s 2025 State of Cold Calling Report.)
• In UK markets, there is an 8% success rate. (Cognism’s 2025 State of Cold Calling Report.)
• In European markets, the success rate is 6%. (Cognism’s 2025 State of Cold Calling Report.)
• There’s a 6% success rate in US markets. (Cognism’s 2025 State of Cold Calling Report.)

While cold calling is pretty straightforward, you’ll need to understand your target’s culture to make a successful call. For example, WHAM found that calls with Scandinavian prospects were shorter and more direct. 

Optimal calling times: When to reach out 

Believe it or not, some days are more effective than others for cold calling. We analysed WHAM’s calls to determine which days you can expect to book a meeting from a cold call. 

Here’s what the cold calling statistics say about the best and worst times to cold call:

• Tuesdays have the highest success rate for booking meetings from cold calls. (Cognism’s 2025 State of Cold Calling Report.)
• Fridays are not good days to try to book a meeting. However, they’re the most productive days for building relationships with prospects. (Cognism’s 2025 State of Cold Calling Report.)
• The best time of day to place a cold call is between 10 and 11 am, followed by the 2 pm to 3 pm time block. (Cognism’s 2025 State of Cold Calling Report.)
• The average length of a cold call drops significantly during a particular hour. To increase your cold call conversation times, do not call between 7 am and 9 am, during the 12 pm lunch hour, or the 5 pm commute. (Cognism’s 2025 State of Cold Calling Report.)

WHAM also found that time zone awareness is crucial for global sales teams. Forgetting about time differences and calling during the wrong times leads to fewer meetings booked.

What makes B2B cold calling difficult?

While cold calling is a preferred outreach method, many sales representatives find it challenging.

Here’s why: 

• 96% of prospects do their research before speaking to an SDR, meaning your sales pitch needs to be tailored to your prospects’ exact needs. (HubSpot 2024 Sales Trend Report)
• Over 20% of sales teams say prospecting is difficult due to failing to stand out. (HubSpot 2024 Sales Trend Report). 
• 71% of reps said the most challenging aspect of cold calling customers is reaching and engaging key stakeholders and decision-makers (Blue Ridge Partners)
• According to 43% of salespeople, getting higher-quality data is their biggest challenge in cold prospecting (RAINGroup Top Performance in Sales Prospecting Benchmark Report). 
• As many as 45% of SDRs say their biggest data challenge is incomplete data (LinkedIn’s Global State of Sales 2022).

The daily volume of prospecting calls

• 30% of sales reps report making 50+ daily dials, 25% report making 30-49 daily dials, and 20% report making 20-39 phone calls daily (The Bridge Group 2021 State of Sales Development Report).
• Sales reps have, on average, 4.4 quality conversations per day (it’s considered a conversation when reps learn at least one piece of qualifying or disqualifying information). That’s a 45% fall since 2014 (The Bridge Group 2021 State of Sales Development Report).

Is cold calling better than cold emailing?

Yes, cold calling is better than cold emailing. Cold calling allows SDRS to build meaningful connections with their prospects more quickly.  

Here’s what the statistics about cold calling say:

• According to our analysis with WHAM, phone-based reps report significantly higher success rates than email-centric reps.
• Phone sales reps report 6.8 quality conversations per day and email-centric only 3.3 (Bridge Group 2021 State of Sales Development Report).

The role of quality data in cold calling  

The correct information, such as knowing who you’re targeting and which number to call before cold calling a prospect, can make the difference between a successful call and a hang-up. 

Here’s why: 

• Calling cell phone numbers increases the chance of a pick-up compared to calling a landline. (Cognism 2025)
• CEOs will likely pick up and respond to a business call  (Cognism’s 2024 State of Cold Calling Report).
• 57% of C-level and VP buyers across industries prefer the phone call, versus directors (51%) and managers (47%) (RAIN GroupTop Performance in Sales Prospecting Benchmark Report).
• 54% of B2B technology buyers prefer being contacted by cold call, compared to 40% of buyers in financial services and 50% of purchasing decision-makers in professional services ((RAIN GroupTop Performance in Sales Prospecting Benchmark Report).).
• Research is crucial. 76% of top performers say they “always” perform research before reaching out to prospects (LinkedIn’s Global State of Sales 2022).

How technology is transforming cold calling 

Like nearly every prospecting method, your sales team can maximise their cold calling efforts with technology and AI. Here are the latest statistics:

• SDRs spend just two hours a day actively selling. (HubSpot 2024 Sales Trend Report)
• Nearly one hour of a sales rep’s day is spent on administrative tasks. 
• AI saves sales reps an average of 2 hours a day. (HubSpot 2024 Sales Trend Report)
• 83% of sales teams incorporating AI into their processes see revenue growth. (Salesforce State of Sales, Sixth Edition)
• Sales reps use AI and conversation analytics to analyse call effectiveness and improve scripts. (Cognism)
• Sales reps also use AI to verify phone numbers before calling a prospect. (Cognism’s 2025 State of Cold Calling Report).
• 47% of sales teams use AI for call coaching. (Salesforce State of Sales, Sixth Edition)

What is the future of cold calling?

• 70% of CSOs are considering or investing in a dedicated sales development team. However, organisations still struggle to design effective sales development programs (Gartner’s Demystifying Sales Development Best Practices for Pipeline Growth).
• 81% of sales teams believe AI will help improve their sales processes. (Salesforce State of Sales, Sixth Edition)

The future of cold calling will rely on the following:

• Personalisation.
• Accurate research.
• Integrating multiple outreach channels.
• A focus on long-term engagement rather than short-term meeting bookings.

Key takeaways

Here are some of the conclusions we draw from the most recent old calling statistics:

• Cold calling is still a valuable and convenient communication channel in B2B sales prospecting, especially regarding time-sensitive conversations like closing deals.
• Prospects are likely to respond to warm calls rather than cold calls, although chances are high that you can connect with a cold call.
• Statistically, fresh and complete contact data improves B2B cold calling performance. 
• Using new cold calling technologies massively improves the quality of conversations sales reps have with prospective buyers.