You've spent the day making 400 dials, putting in 4 hours of engagement, only to talk to maybe one person. Frustrated, you switch to LinkedIn, carefully crafting personalized messages... only to see a response rate of just 1%.

Sound familiar?

In today's sales landscape, professionals are caught in a perpetual debate: Is LinkedIn truly superior to traditional cold calling? Many believe "Cold calling is the worst way to reach out to people, period," while others lament that "LinkedIn barely ever gave me a useful lead."

But here's the truth: framing this as an either/or question misses the point entirely. The real answer lies in understanding the unique strengths of each channel and weaving them into a strategic, multi-channel cadence that respects your prospect's time and preferences.

In this article, we'll move beyond the dreaded "pitch slap" that turns off potential clients and explore how to build a cohesive outreach strategy where LinkedIn and cold calling work together, not against each other.

The Case for LinkedIn Outreach: The Digital Handshake

The Power of the Platform

With over 1 billion members worldwide, LinkedIn offers a massive pool of potential B2B contacts. It helps you dodge crowded email inboxes and can yield 3x more replies than emails due to the social proof of your profile and mutual connections.

But as many sales professionals have discovered, most people don't like being sold to, especially on LinkedIn. One frustrated user shared: "I know I personally hate any sort of sales pitch on LinkedIn. I just want to chat sales with other comrades here along with sharing experiences instead of getting pitched."

The key insight? LinkedIn isn't primarily a selling platform—it's a relationship-building tool. A+ salesfolks understand this distinction and use it accordingly.

When LinkedIn Works Best

LinkedIn outreach shines when targeting your Ideal Customer Profile (ICP) for B2B sales where decision-makers are active on the platform. But it's not a "spray and pray" tool. Success requires time and consistent interaction.

As one experienced sales professional noted, "I just build awareness and then strike when I know the iron is hot." This patient approach often yields better results than immediate selling.

Effective LinkedIn Outreach Approaches

The most successful LinkedIn strategies utilize four main outreach methods:

1. Direct Messages (DMing): For 1st-degree connections, focus on rapport and value-add conversations.

2. Connection Request Messages: Personalize to boost acceptance rates. Reference shared interests, mutual connections, or relevant content they've engaged with.

3. InMail Messages: This paid feature for reaching 2nd/3rd-degree connections has proven high response rates when kept brief and relevant.

4. Message Requests (Groups/Events): Lead with the shared context to establish credibility immediately.

For maximum effectiveness, optimize your profile as your digital business card, engage consistently with your network's content before DMing, and leverage Sales Navigator to efficiently identify promising leads.

The Case for Cold Calling: Is the Old School Still in Session?

The Unvarnished Truth

Let's be honest: cold calling has brutal statistics. It typically sees a mere 3% success rate, with approximately 1% of answered calls converting to appointments. Only 28% of calls are even considered productive.

The frustration is real, as one sales rep shared: "I'm averaging 400 dials and 4 hours of engagement everyday just to talk to maybe 1 person per day."

Additionally, many people find unsolicited calls intrusive, especially with caller ID and "do not disturb" modes making it harder to reach decision-makers. Prospects know "a good 75% of the time it's someone trying to sell them some shit."

Why It's Not Dead Yet

Despite these challenges, cold calling persists for good reasons:

• Direct & Immediate: It allows for real-time interaction and gaining personal insights into a customer's needs that static platforms can't match.

• It Can Still Work: Despite the low overall success rate, 75% of senior executives have taken meetings based on an unexpected call or email.

• Pitch Practice: Cold calling serves as a valuable training ground for reps to master their pitch through repetition and immediate feedback, making them better at all forms of communication.

To boost your cold calling effectiveness in 2024, research your prospect on LinkedIn before you call. This simple step can increase appointment-setting rates by 16.7%. Be authentic rather than scripted, and consider starting with a "soft intro" before diving into a heavy pitch.

Head-to-Head: LinkedIn vs. Cold Calling by the Numbers

When comparing these approaches by the numbers, we see distinct patterns:

Reach

• LinkedIn: Access to 1 billion members, but limited by weekly connection requests (100/week) and InMail credits (typically 50/month with Sales Navigator).

• Cold Calling: Theoretically unlimited if you have phone numbers, but practically limited by call reluctance, gatekeepers, and low pick-up rates.

Response/Success Rate

• LinkedIn: Can have 3x more replies than email. However, user experience varies widely, from high engagement to a "1% response rate."

• Cold Calling: Very low at ~3% overall success rate, with 1% of answered calls leading to appointments.

Personalization & Warmth

• LinkedIn: High potential. You can reference shared connections, groups, recent activity, and company news to create relevant outreach.

• Cold Calling: Traditionally low ("cold"), but can be significantly warmed up with pre-call research done on LinkedIn.

Effort & Time

• LinkedIn: Often manual and time-consuming. As one user complained, "the DMing process is completely manual," though automation tools can help streamline efforts.

• Cold Calling: Extremely time-intensive. "Averaging 400 dials... just to talk to maybe 1 person per day" is a common experience.

The Real Answer: Building a Powerful Multi-Channel Cadence

The Power of Multiple Channels

The debate over LinkedIn versus cold calling misses a crucial point: the most effective outreach doesn't rely on a single channel. Teams using 4 to 6 channels see the best response rates, for several compelling reasons:

1. Increased Engagement: You're more likely to catch busy decision-makers on their preferred platform.

2. Eliminates Single Points of Failure: If your emails land in spam or your LinkedIn account gets restricted, your entire outreach doesn't grind to a halt.

3. Less Pushy Approach: Following up on different channels feels less like nagging and more like a dedicated, professional effort.

Companies with annual revenue growth exceeding industry averages are twice as likely to use multi-channel approaches, according to sales performance research.

Building Your Multi-Channel Sequence

Here's how to build an effective multi-channel sequence that leverages both LinkedIn and cold calling:

1. Start Simple & Warm-Up: Begin with one channel (e.g., email) and get it right. Warm up your email and LinkedIn accounts to ensure deliverability.

2. Conduct Pre-Outreach Research (The LinkedIn Step): Before any 1st touch, use Sales Navigator to research your prospect. Note their job history, recent posts, and shared connections.

3. Craft Your Messages: Keep them short, personalized, and focused on the prospect's pain points rather than self-promoting posts about your product.

4. Launch Your Sequence: An effective sequence uses channels in a logical order, creating multiple touchpoints without the pitch slap that turns prospects off.

Example A++ Multi-Channel Cadence

• Day 1: Send a personalized email referencing specific insights about their business.

• Day 3: View their LinkedIn profile. Send a personalized connection request referencing a commonality.

• Day 5: If connected, send a follow-up LinkedIn DM. If no connection, try an InMail.

• Day 7: Make a cold call. But now it's a "warm call." Your opening isn't "Hi, I'm a stranger," but "Hi [Name], I sent you a note on LinkedIn the other day regarding [topic]. Just wanted to follow up briefly."

• Day 10: Send a final follow-up email.

• Ongoing: Add the prospect to a LinkedIn Ads audience for passive retargeting.

This approach transforms the cold call from an interruption into a logical next step in an established relationship. The prospect recognizes your name and understands you're making a concerted effort to connect, not just pitch slapping them with a generic sales pitch.

Essential Tools for Your Multi-Channel Stack

To implement this strategy effectively, sales gurus recommend these key tools:

• LinkedIn Sales Navigator: Non-negotiable for serious prospecting and ICP targeting.

• Email Automation: Platforms like QuickMail for structured email sequences.

• Calling Tools: Services like Aircall to manage and track calling campaigns.

• Integration Platform: Zapier connects your tools to create seamless workflows.

From "Versus" to "And": The Real Answer

The question "Is LinkedIn better than cold calling?" misses the point. The real answer is that LinkedIn makes cold calling better.

The most successful sales professionals don't choose one over the other; they use LinkedIn for intelligence gathering and relationship warming, and cold calling for direct, timely, and now informed engagement.

By shifting your mindset from making a cold call to making a strategic call, you move beyond being an interruption and become a valuable, informed resource. You demonstrate respect for the prospect's time by doing your homework first, and you create multiple opportunities for connection rather than betting everything on a single outreach method.

This integrated approach acknowledges what the data clearly shows: prospects require multiple touchpoints before engaging, and they appreciate professional persistence that respects their preferences.

In today's noisy marketplace, the winners aren't those who choose the perfect single channel—they're the ones who orchestrate a thoughtful, multi-channel approach that meets prospects where they are, demonstrates genuine value at every touchpoint, and builds trust over time.

So, is LinkedIn better than cold calling? That's the wrong question. The right question is: How can you use LinkedIn to make your cold calling more effective, and how can you use cold calling to capitalize on the relationships you're building on LinkedIn?

Answer that question, and you'll have truly cracked the code of modern sales outreach.

Frequently Asked Questions

What is better for sales: LinkedIn or cold calling?

Neither channel is inherently "better"; the most effective approach combines them in a multi-channel strategy. Using LinkedIn for research and initial warming makes subsequent cold calls more informed, relevant, and successful. This integrated strategy turns a "cold" call into a "warm," welcome follow-up.

Why is a multi-channel outreach strategy so important?

A multi-channel strategy is crucial because it increases engagement by meeting prospects on their preferred platform. It also provides backup channels if one fails (e.g., emails go to spam) and makes your outreach feel less pushy and more like a dedicated, professional effort. Teams using 4-6 channels often see the best response rates.

How can I make my cold calls more effective?

You can dramatically improve cold call effectiveness by doing pre-call research on LinkedIn. Before dialing, review the prospect's profile to find shared connections, recent activity, or company news. This allows you to open the call with a relevant reference, transforming it from a generic interruption into a personalized conversation.

What are the biggest mistakes sales reps make on LinkedIn?

The most common mistake on LinkedIn is the "pitch slap"—sending a sales pitch immediately after connecting. LinkedIn is primarily a relationship-building platform, not a direct sales tool. Effective use involves engaging with a prospect's content, personalizing connection requests, and focusing on adding value before asking for a meeting.

Is cold calling dead?

No, cold calling is not dead, but it has evolved. While success rates for truly "cold" calls are low, its effectiveness skyrockets when integrated into a multi-channel sequence. It remains a powerful tool for direct, real-time interaction, and data shows 75% of senior executives have taken a meeting from an unexpected call or email.

How do I start building a multi-channel cadence?

Start by mastering one channel, like email, and then layer on others. A simple, effective sequence begins with researching the prospect on LinkedIn, followed by a personalized email. A few days later, send a LinkedIn connection request. If they connect, follow up there; if not, make a "warm" call referencing your previous touchpoints.