The Most Surprising B2B Cold Calling Statistics in 2024

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In recent years, the world of sales has dramatically evolved with the advent of new digital tools. However, one traditional sales method that has stood the test of time is cold calling. While some may view it as an outmoded practice, cold calling remains a critical strategy for a multitude of businesses. In this B2B landscape, understanding the dynamics of cold calling and deciphering meaningful statistics can become your game changer.

This blog post demystifies the realm of B2B cold calling statistics, providing you with illuminating insights to sharpen your marketing strategies and optimize your sales outreach. Are cold calls still relevant? What are the success rates? Let’s dive in and find out.

The Latest B2B Cold Calling Statistics Unveiled

69% of buyers report having accepted a call from new salespeople in the last 12 months.

The power of this statistic – that 69% of buyers report accepting a call from new salespeople in the last 12 months – shines when you consider its relevance to the world of B2B cold calling. With almost 7 out of 10 buyers open to new conversations, it underlines the potential of cold calling as a sales tool, even in a digital-focussed era.

Challenging preconceived notions of cold calling’s extinction and emphasizing its enduring, significant role in sales strategy, this figure rediscovers the vitality of that first sales call, imbibing confidence in salespeople and changing the way business-to-business communication is viewed.

Cold Calling is the 2nd most effective form of initial outreach in B2B sales.

Unraveling the intricacies of B2B sales, one cannot overlook the essence of initial outreach. A vibrant testament to this is the acknowledgment of Cold Calling as the 2nd most potent tool for initial outreach. Embedding this nugget of intelligence into our discussion accentuates the relevance and enduring efficiency of cold calling in shaping sales narratives in the dynamic arena of B2B transactions.

This statistic is like the North Star in the galaxy of B2B sales techniques, guiding strategy towards a method that, despite digital advancements, maintains its significance. So, when mapping out the tricky terrain of B2B sales, the compass of this statistic necessitates a stop at the fortress of Cold Calling. It encourages businesses to revisit, rethink, and possibly reinvent their cold calling tactics – a step onto the ladder of success in the B2B world.

Hence, this statistic doesn’t just adorn our discussion with the ribbon of relevancy but ignites the practicality of traditional methods like Cold Calling. It’s like highlighting a chapter in the sales playbook that could be the turning point of the game itself.

On average, it takes B2B salespeople 18 calls to connect with buyers.

In the digital whirlpool of B2B marketing, this standout figure – 18 calls required on average to connect with potential buyers – captures the persistent spirit and tenacity required for success in the realm of cold calling. The intriguing statistic lifts the veil over the challenging trends that salespeople must arm themselves for when delving into the B2B battleground.

As we skim through the world of B2B cold calling statistics in this blog post, the iconic ’18 calls’ captures potential readers’ attention, not only reflecting the steadfast perseverance required but also the intricate interplay of skills, timing, and strategy. This intricate dance of numbers provides fodder for identifying key improvement areas, fostering empathetic relationships with potential buyers, and thus, ensuring actual conversions.

Only 2% of cold calls actually result in an appointment.

Nestled snugly in the universe of B2B cold calling data, the shimmering gem of information – the 2% appointment conversion rate – waits to be pondered. It possesses a twofold significance. Firstly, it forces one to acknowledge the harsh reality, where 98 out of 100 calls may end up fruitlessly. Simultaneously, it paints an inspiring image of perseverance for the two that are rewarded with an appointment.

This figure helps potential cold callers gird their expectations and strategies accordingly. The small percentage advocates the necessity of developing a compelling pitch and robust follow-up process to maximize success rate. It’s the beacon, warning about the rocky shores ahead while also illuminating a path to potentially lucrative returns, only for those brave, or skilled enough to navigate through.

B2B companies that exceeded revenue targets had two employees dedicated to cold calling for every 10 salespeople.

Drawing upon this compelling fact, we uncover a golden strategy among B2B companies who are outperforming their revenue targets. The secret weapon? A striking balance of two cold calling specialists for every ten salespeople. This power duo works tirelessly behind the scenes, setting the stage for sales transactions by cultivating valuable leads through cold calling.

Every successful sale starts with a successful lead, and these numbers serve to illuminate the pivotal role cold calling plays in preceding and preparing for a high-yield sales transaction. So, for businesses contemplating if cold calling is worth the human resource investment, this statistic shows a clear blueprint to crack the revenue code adopted by outperforming B2B companies.

82% of B2B buyers say they accept meetings when salespeople reach out to them.

In the galaxy of B2B cold calling, the star that shines the brightest is undoubtedly the compelling statistic: ‘82% of B2B buyers say they accept meetings when salespeople reach out to them.’ This illuminates the sales journey, lending credibility to the power of cold calling as a potent avenue for networking and promoting business conversations.

Rather than being a dreaded interval amidst a busy day, it appears meetings initiated by salespeople are welcomed among a substantial majority. Ever questioned the effectiveness of this age-old tactic? This powerful figure serves as thunderous applause from the crowd of B2B buyers themselves, endorsing the efficacy of cold calling and its significant role in the grand theater of sales and marketing.

Cold calling statistics suggest it takes 209 calls on average to make just one appointment.

Weaving a tale of resilience, the staggering figure of ‘209 calls on average to clinch a single appointment’ stands as a testament to the challenging nature of B2B cold calling. Think of those calls as stepping stones, with each dial leading potential salespeople closer to the elusive ‘yes’. It illuminates the endurance necessary for success in this field, underscoring that perseverance is key, not the exception.

In the unpredictable landscape of B2B cold calling, this statistic serves as a lighthouse, guiding marketers to adjust their strategies, realign their expectations, and fortify their patience. It’s the cold, hard truth in numbers, painting a realistic picture of the daily hustle in the arena of B2B cold calling.

It’s stated that an estimated 1% of cold calls ultimately convert into customers.

Delving into the intriguing realm of B2B Cold Calling, an insightful figure jumps out. An estimated 1% of cold calls ultimately evolve into fruitful customer relationships. This number interpolates into a fascinating narrative of sales acumen pushing past the forefront of sheer persistence and patience. This statistic, acting as a yardstick of efficiency for cold callers, echoes far beyond the numbers- inspiring sales strategies and marketing behaviors.

It not only quantifies the level of effort needed to win new customers, but also sharpens the understanding of the success rate of this marketing technique. As such, it holds great significance in the cold calling dialogue, underscoring the constant endeavor to improve techniques and refine communication skills to edge that figure upward.

63% of salespeople say cold calling is what they dislike most about their jobs.

In the realm of Business-to-Business (B2B) cold calling, this striking statistic plays a pivotal role. It unveils a critical truth about the psyche of salespeople; a vast majority, precisely 63%, confess their aversion to cold calling. Diving into this figure adds substance to our understanding of the challenges faced by sales teams, forming the crux around which strategies can be rethought or refined.

It pours light onto the imperatives, therefore, of addressing such issues in order to improve job satisfaction, reduce turnover rates, and ultimately, lead to better productivity, efficiency, and results in the B2B sales processes.

80% of sales require 5 follow-up calls after an initial contact.

In the intricate dance that is B2B cold calling, chancing upon this statistic – 80% of sales necessitating 5 follow-ups after the first touchpoint – is akin to discovering a secret rhythm. A rhythm that could potentially help businesses improve their sales’ schematic. Undeniably, it divulges that persistence, rather than a one-and-done approach, is the true cornerstone in achieving sales conversion.

This revelation tears away the curtain from the sales myth of instant success, elucidating the fact that a string of five follow-up calls could be the magic spell that transforms initial contact into results. Therefore, businesses diving into the great ocean of B2B cold calling, take heed. This figure might be your compass, guiding you in your quest for lofty sales numbers.

Top performers generate more than 2.7 times the amount of sales as average performers when cold calling.

Spotlighting the disparity between top and average performers in the arena of B2B cold calling undeniably draws a compelling picture. It unveils the profound impact of talent, skills and strategies on sales generation, where top performers are seen to outpace their counterparts by more than double.

The magnitude of this statistic serves as a wake-up call for firms to invest in quality talent and robust training programs. Furthermore, it highlights the potential for revenue enhancement that’s anchored in the efficacy of cold calling, thus debunking any dismissive attitudes towards this practice.

92% of all customer interactions happen over the phone.

Peering through the lens of B2B Cold Calling Statistics, one cannot help but acknowledge the profound significance of the statistic indicating ‘92% of all customer interactions happen over the phone.’ This numeric revelation serves as the torch frame, illuminating the undeniable reality that telephone communication keeps an unshakeable grasp on the realm of customer interactions, dwarfing other means of connectivity.

Within the pulsating heart of the B2B industry, the prominence of the humble telephone call continues to thrive robustly. Hence, this statistic emerges as a key ally for businesses crafting their cold-calling strategies and underpins the necessity for mastering this traditional, yet ever-potent method of customer engagement.

78% of decision-makers have taken an appointment or attended an event that came from a cold call.

In the pulsating world of B2B communication, cold calling still boldly holds sway, demonstrating its tenacity as a sales strategy. As captured in the remarkable figure of 78%, an astounding number of decision-makers have added new appointments to their schedule or have graced events, thanks to these unsolicited calls.

Essentially, this figure breathes fresh life into the cold calling discussion; it refines the notion that decision-makers are impervious to such seemingly intrusive calls and emphasizes the potency of cold calling, giving marketers and salespeople a robust reason to persistently ring those phones with unbridled optimism.

The best time to cold call is between 4 and 5 pm, while the worst time is immediately after lunch.

Consider you’re a lion on a hunting expedition in the wild. If you pounce at the right time, your odds of securing a meal increase. Pounce at the wrong time, and you risk going hungry. Similarly, the cold-calling landscape in B2B marketing is a jungle that demands a strategy. One can’t roam aimlessly; timing is critical.

Diving into the ocean of statistics, we find that the golden hour for successful cold calling hovers between 4 and 5 pm. This is the hour when individuals are wrapping up their day, have more free time to engage, and are likely more open to discussing business propositions without feeling interrupted.

On the dark side of this statistic lies the post-lunch slump, the worst time to cold call. Just like a machine needing a reboot after a software update, people after lunch are readjusting their focus back on work. Attempting to pitch your business propositions during this time might risk them falling on inattentive ears.

Exploiting this cadence of human behaviour can help direct your cold calling efforts in a more strategically advantageous way. Knowledge of the right timing makes the difference between a successful hunter thriving in the B2B marketing jungle and an unsuccessful one left starving.


B2B cold calling remains a significant element in the marketing strategies of many businesses. It forms the very essence of proactive business-to-business marketing, providing an opportunity to directly connect with potential clients. The insightful statistics highlighted in this post further underline the fact that cold calling, if executed professionally and persistently, could bear substantial fruits.

It gives a unique outlook on the customer’s needs and ensures your business isn’t just waiting for leads but actively pursuing them. It’s important, however, to note that to fully leverage the potential of this strategy, regular training, updated scripts, and persistence must be part of your cold-calling culture. Remember, successful cold calling is about building relationships, fostering trust, and providing value.


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What is B2B cold calling?

B2B cold calling is a sales strategy where businesses directly call other businesses, typically targeting their decision-makers, to pitch their products or services. The recipient of the call is usually not expecting the call, hence the term "cold."

How effective is B2B cold calling?

The effectiveness of B2B cold calling varies depending on a range of factors like the quality of the leads, the strategy used, and the communication skills of the caller. However, recent statistics show that this approach can still yield conversion rates of around 1-3%.

How can one improve the success rate of B2B cold calling?

Improving the success rate can involve a combination of strategies such as better identifying target audiences, personalizing the calls, improving the value proposition, and providing adequate training to the callers on effective communication.

What are the key performance indicators (KPIs) for B2B cold calling?

Some common KPIs include the number of calls made, the number of successful connections, the number of appointments set, the sales achieved, and the conversion rate (the percentage of calls that result in a sale).

Can B2B cold calling be automated?

Certain elements like dialing, leaving voicemails, and logging call information may be automated using various software. However, the actual conversation typically benefits from a personal touch and is therefore usually done by a human agent.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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