How To Acquire Clients In 2025

What every business wants is a marketing machine where they can put one dollar in and get two dollars out.

That’s exactly what I build for each of my businesses.

Then I rinse it as fast as I can before everyone else in the industry clocks on and the CAC starts to climb.

Contrary to popular belief, more isn’t better when it comes to marketing channels.

I grew my first agency to £1m ARR before we introduced a second marketing channel, and I advise the founders I coach to do the same.

Today I’m going to show you how to build a distribution machine that will fill your sales calendar throughout 2025.

Picking A Channel

The channel I used to grow my agency from £0 to £1m ARR was cold email.

However, the B2B marketing landscape changes quickly, and cold email is no longer the hidden gem it once was.

The best-performing marketing channel for 90% of B2B companies right now is Telemarketing.

If your business is in the 10% and telemarketing isn’t a good fit, go for LinkedIn Ads.

Building The Machine

So how do you build a cold-calling machine that can consistently deliver as many clients as you desire?

I’ll show you..

1. Get a Cognism license. You’ll want to include diamond-verified contacts. The license is £4,200 per year and the credits are £0.80 per number
   
   _{Note: We tested all the providers, and Cognism has the best data and is also cheaper than the likes of ZoomInfo}

2. When downloading numbers, make sure to select only ‘diamond-verified contacts’ and mobile numbers

3. Create an account on JustCall. You’ll need to buy a local mobile/cell number for each telemarketer you hire. JustCall costs about $100 per month, including credits, depending on which country you are calling

4. Import the data to JustCall and create a campaign. You can also save your script in the settings so it shows up when you are dialing.

5. Write a winning script

   The key to getting results is having a script that grabs people’s attention and is easy for them to say yes to. It might pay to get a professional to write it for you, but if you’re going to have a go yourself, here is an example of a winning script:
   

   _{Hi , this is [telemarketer_name] calling from Growth Yard.}

   _{We don’t know each other, but I was hoping you might be open to giving me 30 seconds of your time?}

   _Sure

   _{Small B2B businesses come to us because they struggle to find a steady stream of new clients. Is that an issue that you have?}

   _{Yeh I guess}

   _{If we could book 10 meetings into your sales calendar every month for around £200 per meeting, is that something you’d be interested in?}

   _Maybe

   _{Would you like to book a call with one of our experts to learn more?}

   _{Sure
   Perfect! What day is best for you?}

   _{If No:}

   _{No problem! Mind if I still send over a link to our pitch deck so you have the info handy if you ever need help finding clients in the future?}

   _Sure

   _{Great, the email address I have for you is , correct?}

   There are a few important parts to a cold-calling script:

   
   - Use their curiosity to get them to agree to hear you out
   - Tell them exactly what you can do for them, and ask if they’d like you to do the same for them
   - Don’t hide your intentions
   - Keep it short, or you’ll lose their attention

6. Set up a meeting link to use specifically for this campaign, so you can track which leads came via the campaign. We use Hubspot, but Calendly will do just fine.

7. Hire a telemarketer

   Cold calling is hard. If you hire someone who hasn’t experienced it, they’ll likely churn very quickly. They will also likely not understand the nuances of how to get results.
   
   If you’re calling English-speaking prospects, we recommend hiring a native English-speaking telemarketer. It makes a big difference.
   
   A decent native-English-speaking telemarketer will set you back around £20 per hour on UpWork or PeoplePerHour.
   
   I recommend starting with 80 hours per month (£1,600).
   
   They should be able to make at least 1,000 dials in 80 hours.

8. Optimise your campaign

   Work closely with your telemarketer to optimise your script until you are achieving between a 0.5% and 1% meeting booking rate. That’s 1 meeting booked per 100-200 dials.
   
   If you make 250+ dials and get no meetings, you might need to tweak the script and/or change the double check you are targeting the right prospects.

9. Scale

   Once you are consistently getting between a 0.5% and 1% meeting booking rate, now it’s a case of scaling the machine to fill your sales calendars.
   
   If you have two BDMs and each of them has 40 available slots per month in their sales calendar, your goal is 80 meetings per month.
   
   If your demo booking rate is 1%, you know you need to make 8,000 dials per month.
   
   That’s 4 telemarketers working full-time.

Costs

So what does the machine cost to run?

I put together two scenarios. One making 1,000 dials per month and another making 8,000 per month:

1,000 dials:
<sub>Cognism - £350/m (paid annually, they don’t offer paid monthly)
Credits - £800
Telemarketer salary: £1,600 (£20/h)
JustCall - £80
Total costs - £2,830

Estimated cost per meeting booked: £283</sub>

8,000 dials:
<sub>Cognism - £350/m (paid annually, they don’t offer paid monthly)
Credits - £3,200 (with higher volumes you can get the cost down to £0.40 per credit)
Telemarketer salaries (x4): £9,600 (When full-time, you can negotiate a better hourly rate)
JustCall - £360
Total costs - £13,510

Estimated cost per meeting booked: £169</sub>

ROI

What ROI should you expect?

That’s simple.

Work out your value per sales call.

If you did 40 sales calls last month and they resulted in 6 clients and £60,000 worth of work, you make £1,500 for every sales call you do.

If your profit margin is 25%, you make £375 profit per sales call.

If it costs you £169 to book a meeting and you make £375 profit from each meeting, you’re turning £1 into £2.21.

That’s a 2.21x ROI.

Now put as much money as you can find into the machine before your competitors figure out that you discovered a money-printing machine.

Alternatives

If you’d prefer to outsource the entire process, you can hire a part-time telemarketer from Growth Yard, including data and software for £1,995 per month, with no minimum term..