Cold calling 2.0 is a fresh twist on an old marketing technique. Instead of reaching out directly to your target decision-maker, you aim a little higher up the corporate ladder. This approach involves contacting someone above your intended recipient in the company hierarchy, asking them to point you in the right direction.

Think of it as a smart detour around gatekeepers and spam filters. By starting your conversation at a higher level, you increase your chances of getting noticed and taken seriously. It's like having a VIP escort you straight to the person you need to talk to, rather than trying to sneak past security at the front door.

While this method requires a bit more research and finesse, it can pay off big time. You're not just cold calling anymore - you're leveraging the power of internal referrals. When your message comes from above, it carries more weight and urgency, making your target more likely to respond.

For businesses looking to stand out in a sea of cold emails and calls, this approach offers a refreshing alternative. It shows initiative, respect for company structure, and a willingness to engage at a higher level. Plus, it can lead to unexpected opportunities and connections that might not have been possible with a direct approach.

Why this works

Cold Calling 2.0 works because it leverages several psychological and organizational dynamics:

1. Authority bias. People tend to respect and respond to messages from higher-ups in their organization. When your inquiry comes via a superior, it carries more weight and urgency.

2. Social proof. A referral from someone senior implies that your message is worth considering, instantly boosting your credibility.

3. Curiosity factor. When employees receive a forwarded message from their boss asking them to handle it, they're naturally curious about its origin and importance.

4. Bypassing gatekeepers. This approach helps you sidestep spam filters, assistants, and other barriers that might typically block your message.

5. Demonstrating initiative. Reaching out at a higher level shows that you've done your homework and understand the company's structure.

For internet businesses, this tactic can be particularly effective:

• SaaS company. A cloud storage startup used this method to reach CIOs of large corporations, resulting in a 35% increase in demo bookings.

• E-commerce platform. An online marketplace for handmade goods contacted VPs of Product at major retailers, leading to several high-profile partnership discussions.

• Digital marketing agency. By reaching out to CMOs instead of marketing managers, a SEO firm saw a 50% boost in qualified leads.

• Fintech startup. A personal finance app used this approach to connect with bank executives, resulting in three major integration partnerships.

To make this tactic work for your internet business:

1. Do thorough research. Use LinkedIn and company websites to map out organizational structures accurately.

2. Craft a compelling message. Your initial email should be brief, respectful, and clearly state why you're reaching out at this level.

3. Follow up strategically. If you don't hear back, a polite follow-up after a week can increase your chances of a response.

4. Be prepared for success. When you do get referred to the right person, have your pitch ready and tailored to their specific role and challenges.

Remember, while this tactic can be powerful, use it judiciously. Overuse or poor execution can harm your reputation and close doors instead of opening them.

How you can steal this

Here's how you can implement Cold Calling 2.0 for your internet business:

1. Map out the organizational hierarchy. Use LinkedIn, company websites, and other online resources to create a clear picture of your target company's structure. Identify your ideal decision-maker and then look for individuals 1-2 levels above them.

2. Craft a concise, respectful email. Your message to the higher-up should be brief and to the point. Explain who you are, what your company does, and why you're reaching out at this level. Ask for guidance on who the best person to speak with would be.

3. Personalize your approach. Research the person you're contacting and tailor your message to their background and interests. This shows you've done your homework and aren't just sending generic emails.

4. Use a clear subject line. Something like "Quick question about [specific department]" can pique curiosity without seeming spammy.

5. Follow up strategically. If you don't hear back within a week, send a polite follow-up email. Keep it short and reference your previous message.

6. Be ready to pivot. Sometimes, the higher-up might want to hear more about your offer themselves. Be prepared to give your pitch at a moment's notice.

7. Track your results. Use a CRM or spreadsheet to monitor which approaches and messages get the best response rates. Continuously refine your strategy based on this data.

8. Leverage social proof. If you have impressive clients or case studies, mention them briefly in your initial email. This can help establish credibility.

9. Respect boundaries. If someone asks not to be contacted again, honor that request. Maintaining a good reputation is crucial for long-term success.

10. Scale carefully. As you see success, gradually increase the number of companies you're targeting. But avoid mass-blasting emails, as personalization is key to this approach.

Examples of how different internet businesses might use this tactic:

• SaaS company. A cloud-based project management tool might reach out to CTOs to get introduced to IT managers who make software purchasing decisions.

• E-commerce platform. An online marketplace for artisanal foods could contact VPs of Procurement at large grocery chains to get connected with buyers interested in local sourcing.

• Digital marketing agency. An SEO firm might email CMOs of mid-sized tech companies to be introduced to marketing managers looking to improve their search rankings.

• Fintech startup. A cryptocurrency trading platform could reach out to heads of innovation at traditional banks to connect with team members exploring blockchain integration.

Remember, the goal is to leverage internal referrals to get your foot in the door. When done right, Cold Calling 2.0 can significantly increase your chances of reaching the right decision-makers and starting meaningful conversations.

Examples of cold calling 2.0

Here are some real-world examples of how internet businesses have successfully implemented Cold Calling 2.0:

• SaaS company. A cloud-based customer service platform targeted VP of Operations at large e-commerce companies. By asking these VPs to connect them with the right customer experience manager, they saw a 40% increase in demo requests compared to their previous direct outreach efforts.

• Marketplace app. A freelance talent platform reached out to Chief People Officers at tech startups. This approach led to introductions to hiring managers, resulting in a 25% boost in new company sign-ups on their platform within three months.

• E-commerce analytics tool. Instead of contacting e-commerce managers directly, they emailed CTOs of mid-sized online retailers. This strategy resulted in a 50% higher response rate and led to several enterprise-level contracts.

• Digital marketing agency. A content marketing firm targeted CMOs at B2B software companies. By asking these CMOs to connect them with their content team leads, they secured meetings with 30% more qualified prospects than through traditional cold outreach.

• Fintech startup. A personal budgeting app reached out to heads of retail banking at regional banks. This approach led to introductions to product managers responsible for digital banking initiatives, resulting in three major partnership deals within six months.

• Subscription box service. Instead of contacting procurement managers, they emailed VPs of Merchandising at national retailers. This strategy opened doors to category buyers, leading to a 35% increase in B2B sales for their corporate gifting program.

• Online learning platform. They targeted Chief Learning Officers at Fortune 500 companies instead of HR managers. This approach resulted in introductions to the right decision-makers for enterprise training solutions, boosting their conversion rate for high-value accounts by 45%.

• Social media management tool. Rather than reaching out to social media managers directly, they contacted Directors of Marketing at mid-sized brands. This strategy led to more meaningful conversations and a 20% increase in enterprise-level sign-ups.

These examples demonstrate how Cold Calling 2.0 can be adapted for various internet businesses to bypass gatekeepers, leverage authority bias, and increase the chances of connecting with the right decision-makers. The key to success is thorough research, personalized outreach, and a clear, concise message that respects the recipient's time while highlighting the potential value of your offering.