5 Expert Insights For Outbound Success in 2025
Outbound is constantly changing, and staying ahead means adapting to new strategies and tactics. To thrive in 2025, you’ll need smarter approaches, better tools, and a clear understanding of your audience.
In our webinar, Succeeding with Outbound in 2025, industry leaders Mark Colgan, Lucy Obertelli, and Mark Walker shared their expert insights on how to optimise outbound efforts. Here’s what they had to say.
1. Focus on Quality, Not Quantity
The era of blasting emails to thousands of prospects is over. Instead of playing a numbers game, tailor your campaigns to smaller, more defined groups. Mark Colgan explained, “Rather than blasting the same message to 2,000 people, consider creating 20 highly segmented campaigns targeting 100 people each.”
Use triggers and signals, like funding announcements or job changes, to make your outreach timely and relevant. It’s about reaching the right people at the right time with a message that resonates.
2. Outbound Isn't Dead — Bad Outbound Is
When people claim outbound is dead, it’s often because they’re using outdated, ineffective tactics. Lucy explained, “The people saying outbound is dead are often just bad at it.”
Personalisation tricks like referencing someone’s hobbies or favourite team don’t work anymore.
Instead, focus on adding genuine value. Solve a problem, address a challenge, or share something useful.
Mark Walker pointed out, “Good outbound still cuts through—it’s about being relevant and solving problems, not just catching attention.”
3. Use a Multi-Channel Approach
For most audiences, email isn’t enough. To truly connect with your prospects, you need to reach them on multiple platforms. Combine email, social media, and phone calls to create a cohesive experience across touchpoints.
“Email deliverability is a challenge,” Lucy said, “but that doesn’t mean it should be abandoned. Outbound in 2025 requires a multi-touchpoint, multi-channel approach.”
Mark Colgan added, “Consistency is key. Your message should align whether it’s an email subject line or a LinkedIn post.”
4. Get the Fundamentals Right
Even the best tools can’t make up for skipping the fundamentals. Many companies jump straight to flashy tactics, leaving the basics—like refining their ideal client profiles and segmenting audiences—untouched. But the key to successful outbound campaigns lies in precise targeting and clear messaging.
As Mark Colgan says:
"Don’t let your ideal client profiles gather dust. Look at your best recent clients, reverse-engineer who they are, and segment deeply. Precise targeting is the key to timing and relevance."
Focus on the fundamentals: good data and clear messaging before exploring advanced strategies.
5. Leverage AI, but Keep the Human Touch
AI can save time and improve efficiency, but it won’t replace human creativity or connection.
Lucy noted, “AI helps with tasks like research and personalisation, but relevance always beats personalisation.”
Mark Walker agreed, sharing his "Three Cs" for SDRs in 2025: creativity, coordination, and connection. AI can assist with creativity and coordination, but SDRs are still vital for building trust and handling nuanced conversations. Use AI to support your strategy, not as a shortcut.
Final Thoughts
Outbound isn’t dead, but succeeding in 2025 requires adaptation. Focus on delivering value, stay consistent across multiple channels, and use AI to enhance (not replace) your strategy. Get the fundamentals right, and you’ll already be ahead of the curve.
Want to learn more? Watch the full webinar recording here for deeper insights and practical advice.
Or dive straight in and book time with our founder, Mark Walker, to run through an audit on your current approach to building pipeline!