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Outbound lead generation guides
Straight answers on cold email, LinkedIn outreach and B2B lead generation, from 12 years of running outbound campaigns.
Email Deliverability
Does Open Tracking Really Hurt Cold Email Deliverability?
Gmail and Outlook never mention tracking pixels in their sender rules. Every popular claim graded by its evidence, and the one risk that holds up.
Last updated · 10 min read
LinkedIn Outreach
Does Video in Cold Outreach Work? Where It Helps and Hurts
The big reply-rate claims for personalized video come from the companies that sell video tools, so here is where one recording pays off in B2B outbound and where a clip per prospect costs you.
Last updated · 9 min read
Outsourcing
Done-for-You or Done-with-You Lead Generation? How to Pick
Three ways to buy outbound help, what each one takes from your own team, and the calendar test that should decide before price does.
Last updated · 12 min read
Email Deliverability
Google Workspace vs Microsoft 365 for Cold Email Sending
Both will carry a cold campaign. Here are the official limits, the tenant cap most comparisons skip, the Microsoft rule that was dropped, and the mailbox math on each platform.
Last updated · 8 min read
Outsourcing
GTM Engineering Agency or Outbound Agency? How to Choose
One builds the machine behind your outreach and the other runs the outreach itself, so here are three rules for picking and the case for buying neither yet.
Last updated · 12 min read
Outsourcing
How an Outbound Agency Works With Your Internal Sales Team
Who owns which step, what should arrive with every booked call, who answers the prospect after the booking, and how feedback reaches people outside your company.
Last updated · 10 min read
Outbound Strategy
How Big Is a B2B Buying Committee? Six Studies Compared
Each study counts a different group of people. Here they are side by side, with what each one counted and how many people to plan for.
Last updated · 11 min read
LinkedIn Outreach
How LinkedIn InMail Credits Work and What Each One Costs
What each plan includes, what one credit costs in five currencies, and why you cannot top up when the credits run out.
Last updated · 11 min read
Cold Email
How Long Should a Cold Email Be? 7 Studies Compared
The published answers run from about 20 words to about 120, so here is what each study counted, where they overlap, and how to pick a length for your own list.
Last updated · 8 min read
Cold Email
How Many Follow-Up Emails to Send in a Cold Sequence
Four platform recommendations seem to disagree on the count until you put them in the same unit, and then they point at the same number.
Last updated · 8 min read