Outbound Prospecting Agency in Peru: Activating Both Direct Channels with CRP Radios

CRP Radios had traditionally relied on agency channels to sell advertising, but as the market evolved, they needed to become more proactive in commercial growth. Lead generation and B2B sales became crucial for expanding their sales pipeline and reaching new business opportunities. Leveraging our expertise in generating qualified b2b leads, we supported the growth of their sales pipeline and ensured a steady flow of high-quality prospects. The company wanted to reach new segments, but targeting smaller advertisers using traditional sales methods was difficult. Different methods and other methods for reaching prospects were needed to overcome these challenges. A comprehensive lead generation strategy became essential to effectively reach and convert new prospects.

Introduction to Outbound Prospecting

Outbound prospecting is a foundational element of any high-performing sales team’s strategy, empowering businesses to proactively connect with potential customers and generate new business opportunities. By implementing a robust outbound prospecting strategy, sales teams can systematically identify and target high quality leads, ensuring a steady flow of prospects into the sales pipeline. This process involves more than just reaching out—it requires crafting personalized messages, leveraging cutting edge tools, and continuously refining the sales process to maximize results. Outbound prospecting enables teams to drive revenue, close more deals, and accelerate business growth by engaging with prospects who may not yet be aware of their solutions. With the right strategy and tools in place, businesses can transform outbound prospecting into a reliable engine for generating leads, nurturing relationships, and achieving their sales goals.

The Challenge

CRP Radios depended heavily on the agency channel to access strategic accounts — agencies that managed holistic marketing strategies and often dictated which media partners their clients worked with. CRP wanted to shift from that dependency and become more proactive in their commercial growth. Additionally, they aimed to approach not just agencies, but also their end clients directly, using messaging that positioned CRP as a collaborative partner. They also needed to reach smaller advertisers in provinces — a segment difficult to target using traditional sales methods.

Understanding the Target Market

A successful outbound prospecting strategy begins with a deep understanding of the target market. Identifying your ideal customer profile—considering factors like industry, company size, revenue, and decision-maker job titles—enables businesses to focus their marketing efforts and sales pipeline on the most promising prospects. By analyzing the target audience, companies can create personalized messages that resonate with potential customers, increasing the likelihood of generating high quality leads. This targeted approach not only streamlines prospecting efforts but also ensures that resources are invested in the right market segments, driving business growth and maximizing sales opportunities. Ultimately, a well-defined target market empowers businesses to create more effective strategies, connect with the right prospects, and achieve their sales and marketing goals.

Siete's Outbound Prospecting Strategy Solution

We designed a dual-channel outbound strategy: one focused on strategic agency accounts and their clients, and another targeting direct advertisers — especially in provinces. This approach is built on outbound marketing and outbound lead generation as the foundation for driving predictable B2B sales growth. As part of this, we developed and implemented a targeted lead generation strategy to maximize opportunities and nurture potential customers.

Our team (SDR, Copywriter, Delivery Manager, cold caller) created tailored messaging for each segment. The cold caller supported sales outreach by conducting outbound calls to generate leads and set up meetings, while a dedicated sales development rep and the sales team played a key role in executing the strategy and ensuring effective engagement with prospects.

– For agencies and their clients, we framed CRP as a strategic partner that could support joint goals. We ran targeted campaigns and leveraged cold outreach, cold email, and cold email outreach to reach decision makers and generate more qualified leads.

– For direct clients, we identified companies either investing in competing media or already in radio but not with CRP. We utilized new tools and optimized processes to acquire high-quality B2B leads and attract new clients.

Cold Calling Techniques

Cold calling remains a cornerstone of outbound prospecting, offering sales teams a direct way to generate leads and uncover new sales opportunities. A cold call is a sales call made without prior contact or appointment, serving as an initial step to initiate new business conversations. To maximize results, it’s essential to use an effective script tailored to the prospect’s needs, conduct thorough research before each call, and have a clear understanding of the product or service being offered. Sales teams should be trained to handle objections with confidence, turning potential rejections into opportunities to build rapport and trust. By focusing on genuine conversations and listening to prospects’ pain points, cold callers can secure more sales meetings and move leads further down the sales funnel. Mastering these cold calling techniques not only increases the chances of closing deals but also helps teams consistently generate leads and grow the business.

Email Outreach Best Practices

Email outreach is a powerful tool in any outbound prospecting toolkit, enabling businesses to reach a wide range of prospects efficiently. To stand out in crowded inboxes, it’s crucial to personalize each message, craft attention-grabbing subject lines, and keep emails concise and relevant. Leveraging cutting edge tools for automation and campaign optimization ensures that the right message reaches the right prospect at the right time, increasing the chances of generating leads and securing positive replies. By tracking campaign performance and refining messaging based on results, businesses can continually improve their email outreach, convert more prospects into qualified leads, and create more sales opportunities.

Content Marketing and Inbound Marketing

Content marketing and inbound marketing are powerful allies to outbound prospecting, working together to attract, engage, and convert more qualified leads. Content marketing centers on creating and sharing valuable resources—such as articles, guides, and case studies—that address the needs and interests of your target audience. This approach not only positions your business as an industry authority but also builds trust with potential customers over time. Inbound marketing takes this a step further by nurturing long term relationships, guiding leads through the buyer’s journey with helpful information and personalized experiences. When integrated with outbound prospecting, these strategies ensure that businesses are not only reaching out to prospects but also drawing them in with compelling content and meaningful engagement. This holistic approach helps businesses generate more leads, foster deeper connections, and create a sustainable pipeline of opportunities.

Building Trust with Prospects

Building trust is at the heart of any effective sales strategy. Sales development reps and marketing teams should focus on providing real value to prospects—whether through educational content, personalized advice, or ongoing support. Establishing long term relationships, rather than just aiming for quick wins, creates a foundation of trust that leads to more sales opportunities and sustainable business growth. Content marketing and other marketing strategies can further demonstrate a company’s expertise and commitment to helping customers achieve their goals. By consistently delivering value and building trust, businesses can nurture prospects through the sales process, turning initial conversations into lasting partnerships.

The results were clear:

• We generated 25+ qualified meetings per month.
• CRP reconnected with key agency-influenced accounts and opened conversations in provincial markets.

This approach resulted in better conversions and higher engagement with prospects. Meetings and performance reviews with the SalesHive team were conducted on a weekly basis to ensure ongoing improvement.

Best Practices for Sales Development

Achieving success in sales development requires a structured sales process, clear objectives, and the right tools. Sales teams should be equipped with effective outbound prospecting strategies, including both cold calling and email outreach, to consistently generate high quality leads. Lead nurturing is equally important—using personalized messages and targeted marketing efforts to guide prospects through the sales funnel and build lasting relationships. By investing in cutting edge tools and ongoing training, businesses can empower their teams to close more deals, drive revenue, and achieve long-term business growth. Following these best practices ensures that companies not only generate more leads but also convert them into loyal clients, supporting their overall business goals.

Tailored Omnichannel Strategies

A tailored omnichannel strategy is essential for sales teams aiming to maximize the impact of their outbound prospecting efforts. By engaging potential customers across multiple channels—such as email, phone, social media, and content marketing—businesses can meet prospects where they are and deliver personalized messages that resonate. Leveraging data and analytics allows teams to refine their outreach, ensuring that every touchpoint is relevant and timely. This multi-channel approach not only increases the chances of connecting with prospects but also enhances the overall customer experience, leading to more deals and stronger relationships. By creating and implementing a customized omnichannel strategy, businesses can boost the effectiveness of their marketing and prospecting campaigns, drive higher engagement, and achieve better results throughout the sales process.

World-Class Talent and Expertise

The success of any outbound prospecting campaign hinges on the quality and expertise of the team behind it. World-class sales development reps (SDRs) are instrumental in identifying, qualifying, and engaging potential customers, ensuring that only the most promising leads enter the sales pipeline. Investing in the recruitment, training, and ongoing development of SDRs equips businesses with the skills and knowledge needed to execute effective prospecting strategies and campaigns. Additionally, leveraging technology and best practices enables teams to work more efficiently and deliver consistent results. By prioritizing world-class talent and expertise, businesses can generate more qualified leads, optimize their sales development efforts, and build a strong foundation for sustained growth and success in outbound prospecting.

Overcoming Common Challenges

While outbound prospecting offers significant opportunities, sales teams often face challenges such as generating high quality leads, crafting compelling cold email outreach, and navigating complex sales and marketing processes. Overcoming these obstacles requires a strategic approach—starting with the development of targeted campaigns and effective sales scripts that speak directly to the needs of potential customers. Building trust is also crucial, as it lays the groundwork for meaningful relationships and long-term success. Utilizing data and analytics can help teams refine their email outreach and prospecting strategies, ensuring that every interaction is informed and impactful. By addressing these common challenges head-on, businesses can enhance their outbound prospecting efforts, generate more leads, and achieve greater success in their sales and marketing initiatives.

What's Next

CRP Radios now has a proactive outbound system that engages both their traditional agency accounts and direct advertisers — including those outside of Lima. In addition to outbound efforts, adopting an inbound marketing approach and optimizing for search engines can further support CRP Radios' long-term growth and visibility. With greater visibility in strategic conversations and stronger regional reach, their commercial team is positioned to grow influence and share of voice across the country.

Some sales pipeline metrics that speak of our work

Each meeting is an opportunity to create value. We measure not only the frequency, but also the quality of every interaction.