A lot of teams assume that if the work is good, growth will follow.
Sometimes it does. Often it doesn’t.
Quality helps you keep clients. It doesn’t automatically bring new ones. Especially in B2B, where attention is scarce and buyers are busy.
Outbound exists to bridge that gap. It puts good work in front of people who would never find it otherwise. Not by waiting, but by initiating.
That’s why so many solid businesses still rely on cold email. Not because they love it, but because it’s the most direct way to turn quality into conversations.
If you’ve ever felt like your offer deserved more attention than it was getting, you’re not alone.
Interested how others here deal with that gap.