After 10 years of managing marketing teams, I’ve observed marketing evolving from intuition-led efforts to data-driven science. This shift has raised the stakes, making visibility in a competitive market more costly.

Since February, Google and Yahoo’s new spam policy updates have shaken things up for businesses using cold email outreach. The aim is to make inboxes safer and less cluttered.

The last two years were transformative for our team at Belkins as we chose to make a significant investment solely in marketing. For me, stepping into the shoes of a CMO without a previous background in marketing was like a roller-coaster ride.

With a team of 50 members and an ambitious target of generating 400 new deals each month, the pressure was palpable. It felt like a high-stakes gamble, and we went all-in. Yet, we enhanced our outreach by testing, learning, and focusing on key metrics.

Why do so many B2B companies kick off with outbound marketing? The answer’s pretty straightforward: quick results without blowing the budget.