The Brevet Group found that 92% of customer interactions are conducted over the phone. Meanwhile, the RAIN Group found that 82% of decision-makers schedule appointments with sales reps that actively reach out. This suggests that when done right, cold calling can be effective and it all starts with technique. Prospects won’t respond to a generic script – sales reps need to show that they know them and can speak to their pain points. Intent data can be an invaluable resource to sales reps in cultivating this technique, as well as prioritizing list to focus on active prospects.