The Outreach Fix: Why stop-start outreach doesn’t work

In this Outreach Fix episode, we tackle a growing challenge in B2B sales: inconsistent outreach.

Sopro’s Kit Smith and Rob Harlow explore why the stop-start, campaign-based approach is still common, but no longer effective. Only a small fraction of your audience is ever ready to buy. If you pause activity, you disappear. And when buyers are finally ready, they don’t remember you.

They dig into how buyer behaviour has changed, and why outreach needs to keep up. You’ll hear how to stay relevant over time, balance short-term response with long-term trust, and what always-on outreach really looks like in practice.

What you’ll learn

• Why most of your audience isn’t ready to buy, and what that means for outreach
• How to build visibility and trust before prospects are in-market
• Why ‘natural’ outreach outperforms one-off campaigns
• What intent signals to watch for (and how to act on them)
• How inbound and outbound work better when combined

Key takeaways

• Outreach isn’t a one-off. Most prospects need to see you more than once. Consistency builds awareness and trust, so you’re remembered when the time is right.
• Intent comes in soft signals. Site visits, job changes, and ad views are clues. Use them to guide the next step in your outreach.
• Inbound and outbound go hand in hand. Great outbound brings people to your brand. Great inbound turns that awareness into action.
• Buyers need time, not pressure. You can’t force urgency, but you can be present when the need appears. Always-on outreach makes that possible.