Outbound Lead Generation

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Outbound lead generation is a method of finding and engaging with potential new customers. The concept behind it is for the salesperson or marketer to initiate the first interaction by sending out a message to potential leads. The purpose is to stimulate and create awareness as well as to generate interest in a product or service, with the aim of building a sales pipeline. The best examples of outbound lead generation are direct mail, direct emails and phone calls (historically known as “cold calls”).


Typically, outbound lead generation methods require more time and effort on behalf of sales and marketing teams, and come with higher associated costs. They are thus synonymous with enterprise sales, where the value of the software is sufficiently high to justify the increased costs of acquisition.

In recent years, there has been some debate about the effectiveness and relevance of outbound lead generation techniques. Many software companies have adopted the HubSpot Inbound Marketing approach as their primary sales and marketing methodology. While outbound is undoubtedly a more “old school” approach, the outbound lead generation method works very effectively if combined with some of today’s more modern tactics and technologies.

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How is Cognism relevant


Cognism is a modern way of supercharging the outbound lead generation process. The key is B2B data.

Cognism Prospector provides up-to-date information on over 400 million business professionals, making it easy for B2B sales and marketing teams to find the decision makers they need to influence. Cognism provides dynamic data drawn from a database of 5.6 billion data points, administered by our patented Revenue AI technology and human experts.

With Cognism’s outbound lead generation solutions, a sales rep has access to a significant amount of additional data about the buyer helping them to better understand who will likely buy, and when they will buy. They can then utilise this information to create lists of leads and reach them with automated email sequences, sent at precisely the right moment in the buyer’s journey.

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Why use Cognism

There are many advantages of using Cognism’s Revenue AI solution to boost your outbound lead generation efforts. AI takes the pain out of outbound lead generation, by giving sales reps the opportunity to easily and instantly search for their ideal customers. By applying AI to their B2B prospecting, sales reps can get all the valuable information they need, from job titles, email addresses, work phone numbers, and more. With big data, this can be done at scale, giving sales teams large lead lists to work with, along with better quality and quantity of leads. The process can be made more accurate through the use of sales triggers - this is where AI prompts sales reps to target prospects at optimal times, such as when they switch jobs or are promoted.

The use of buyer personas can also speed up outbound lead generation. Often, sales reps can spend hours trawling through LinkedIn and clicking through company websites. With buyer personas, Cognism can speed up this process, making outbound lead generation faster and easier. A buyer persona is a semi-fictional representation of your ideal customer, based on real data. AI can take the data, analyse it at speed, and continually update the persona in real-time.

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Cognism Prospector is a GDPR compliant outbound lead generation solution, powered by our patented Revenue AI technology. It provides B2B salespeople with a more efficient way to prospect, producing contact data at scale and streaming new opportunities into the funnel.

Cognism Refresh is a powerful platform for managing all data enrichment needs for outbound lead generation. Cognism’s pioneering Revenue AI seeks out and targets stale data, filling in any missing gaps in your CRM records and providing you with valuable, actionable information.

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Use Cognism’s native interface or integrate our outbound lead generation tools with your preferred CRM, including major providers such as Salesforce, HubSpot, Microsoft Dynamics and Pipedrive.