How to Get Clients for Digital Marketing in 2026 with Outsourced Sales

Introduction 

Marketing agencies thrive on a steady stream of new clients – but landing those digital marketing clients is often easier said than done. The year 2026 brings both new opportunities and intense competition. In fact, over 179,000 digital marketing agencies exist worldwide (1) (with 50,000+ in North America alone), all vying for advertising budgets. It’s no surprise that 37% of marketing agencies struggle with lead generation and client acquisition (2). Many firms still rely on passive referrals for new business, but that’s not a scalable strategy. A recent industry report found most agencies depend on referrals and spend just ~7% of revenue on their own marketing/sales, a recipe for unpredictable growth (1). Clearly, if you want to find digital marketing clients consistently in 2026, you need a proactive approach.

So what’s the solution when referrals dry up and inbound marketing alone isn’t filling the pipeline? For an increasing number of B2B agencies, the answer is outsourcing outbound sales. By partnering with specialists to handle prospecting – from cold emails to LinkedIn outreach and calls – agencies can tap into a ready-made engine for growth. This comprehensive guide will show you how to get clients for digital marketing using outsourced outbound sales, with strategies tailored for 2026. We’ll cover why outbound is crucial, how Sales-as-a-Service works, key tactics for reaching marketing clients, and the latest trends (AI personalization, anyone?). Each section includes data-driven insights (with sources) – because as senior sales/marketing leaders, you want the facts behind the strategy. Let’s dive in and turn client acquisition from a challenge into a competitive advantage.

The Client Acquisition Challenge in 2026

Securing new clients for a marketing agency has never been more challenging. The digital agency space is crowded and maturing (1), which means potential clients have abundant options. Historically, about one-third of new agency business comes from referrals (1) – high-trust leads that often close faster. But referrals alone aren’t enough to sustain growth, and they’re not controllable or predictable. As Promethean Research notes, “Passive referrals aren’t a growth strategy.” Agencies that stick to waiting for word-of-mouth risk stagnation. Meanwhile, competition keeps rising: nearly 45% of agencies reported increased competition in 2024 (3), making it harder to stand out.

Adding to the challenge, today’s B2B clients are savvy and cautious. Decision-makers are inundated with similar pitches and have learned to tune out generic outreach. The modern advertising clients you target expect personalization and proof of value. A survey found that around 37% of agencies cite lead generation as their top pain point (2), confirming how widespread the new-client dilemma is. Simply put, many digital and creative agencies excel at delivering services for clients but falter at marketing themselves.

To overcome this, agencies must build an active client acquisition engine. That means doing what we advise our clients to do: invest in sales and marketing for our own business. Before we dive into tactics, it’s important to ask:

What is the best way to acquire new clients?

The best way is to use a multi-channel outbound system supported by strong positioning. Outbound is fastest: personalized emails, targeted LinkedIn outreach, strategic cold calling, and follow-up cadences. This gets you in front of decision-makers now. Combine that with social proof, niche specialization, and consistent content to warm prospects before and after outreach.

Whether you’re wondering “how do agencies get clients beyond referrals?” or looking to scale faster, the status quo won’t cut it. As one industry study revealed, the average agency spends only 7% of revenue on its own sales and marketing (1) – far lower than other B2B industries. Underinvestment in business development, combined with fierce competition, creates a perfect storm. No wonder so many firms feel stuck living project to project without a reliable pipeline of clients for digital marketing services.

The good news: 2026 also offers new solutions. Forward-thinking agencies are embracing outbound sales to reach beyond their personal networks. By proactively contacting target prospects through email, LinkedIn, calls, and content, you can create demand rather than waiting for it. And you don’t have to do it alone – specialized providers now allow you to outsource sales and marketing entirely. Before we explore those tactics, let’s clarify what outsourced outbound sales entails and why it’s emerging as a growth lever for agencies.

What Is Outsourcing Outbound Sales (Sales-as-a-Service)?

Outsourcing outbound sales – often called Sales-as-a-Service – means partnering with an external team to handle your sales development and lead generation activities. Instead of hiring and managing in-house sales development representatives (SDRs) to prospect for new marketing clients, you essentially “rent” an experienced team from a provider like Martal Group. These experts become an extension of your agency, dedicated to finding and engaging potential clients on your behalf. They’ll research prospects (e.g. companies that might need a marketing agency), reach out via multi-channel campaigns, qualify the leads, and set appointments for your team to close. In short, you focus on pitching and closing, while the outsourced team fills the funnel.

This approach has evolved into a multi-billion dollar industry globally (4). The global outsourced sales services market was valued at $2.7 billion in 2024 and is projected to keep growing steadily (4). For B2B sales specifically (which includes agencies selling to businesses), outsourcing has become common practice as companies seek specialist help to accelerate growth. By 2026, outsourcing outbound sales is no longer an experimental idea – it’s a proven strategy used by startups and large enterprises alike to augment their revenue teams.

How does it work? Typically, an outsourced sales engagement involves a dedicated team (or fractional team) assigned to your account. For example, our sales-as-a-service program (5) provides each client with a fractional SDR team plus a manager to run it. We start by aligning on your ideal client profile (e.g. CMOs of tech companies in certain industries), messaging, and goals. Then our team handles everything from building targeted prospect lists to crafting personalized email sequences, reaching out on LinkedIn, making cold calls, and following up persistently. As meetings and opportunities are generated, they are handed off to your agency’s leaders or salespeople to carry forward. Throughout, we use advanced tools (like AI sales engagement platforms, CRM integration, analytics dashboards) to maximize efficiency and transparency.

The benefit is that you get an immediate, professional outbound sales capability without the headaches of hiring, training, and managing it internally. You gain “sales muscles on demand.” And as we’ll discuss next, this model offers compelling advantages in focus, speed, and ROI. It’s no wonder that 79% of businesses that outsource sales/prospecting report they were able to scale and expand more quickly as a result (6). Now, let’s break down the concrete benefits for a marketing agency considering this approach.

Benefits of Outsourcing Outbound Sales for Marketing Agencies

When done right, outsourcing your outbound sales can transform your agency’s growth trajectory. Instead of sporadic new clients, you can build a predictable pipeline of digital marketing clients. Here are the key advantages, each backed by data:

1. Focus on Core Competencies (Let Your Team Do What They Do Best)

Your account executives and strategists should spend their time closing deals and serving clients, not grinding through prospect lists. Yet research shows that inside sales reps spend only 33% of their time actively selling, and up to 40% is eaten up by searching for leads or administrative tasks (7). That’s a huge amount of non-billable, non-productive time. By outsourcing lead generation, you free up your internal team to focus on high-value activities – pitching, proposal calls, creative strategy – instead of cold outreach.

For example, if your VP of Business Development currently has to send cold emails at night or your consultants are asked to prospect between projects, something will suffer. Offloading the prospecting increases productivity and morale. Your team can concentrate on delivering results for existing clients and closing warm prospects, while the outsourced SDR team keeps a steady drumbeat of new leads coming in. As the saying goes: do what you do best, outsource the rest. This focus not only improves internal efficiency but also ensures no leads slip through the cracks when your staff gets busy with client work. It’s a win-win that directly addresses how marketing agencies get clients more effectively – by letting each role operate at its highest and best use.

2. Faster Scaling and Market Expansion

If you’re aiming to grow aggressively, building an in-house outbound engine can be a bottleneck. Hiring and ramping new sales reps often takes months. In contrast, a quality outsourced sales team can deploy in weeks, plugging in an established process. This translates to speed. According to industry research, 79% of companies that outsourced sales said it helped them scale and expand more quickly (6). We’ve seen this with agencies we work with – what would take 6+ months to stand up internally (hiring SDRs, trial-and-error with messaging), an outsourced partner can launch in a fraction of the time.

Furthermore, external teams come with capacity on tap. Need more leads this quarter? They can add additional SDRs or increase outreach volume immediately. Want to target a new vertical or geographic market? A seasoned provider likely has experience in it and can pivot fast. For a digital agency, this agility means you can seize growth opportunities without being limited by your small sales team’s bandwidth. As one analysis put it, outsourcing gives you “sales executives on demand” (8). The faster time-to-market can be a decisive advantage – for instance, reaching out to potential advertising clients before your competitors do. In short, outsourcing outbound sales is like strapping a turbocharger to your business development engine. You’ll achieve in weeks what might otherwise take quarters.

3. Cost Savings and Higher ROI

At first glance, hiring an outside firm might seem like an added expense. But when you break down the true cost of in-house sales development, outsourcing is often more cost-effective. Consider everything involved in recruiting and maintaining SDRs: salaries (plus benefits and taxes), recruiting fees, training time (it can take 3–6 months for a new rep to hit stride (5)), management overhead, and tools/data subscriptions. These costs add up significantly. Not to mention the risk of turnover – SDR roles often see 30–40% annual churn (9), and each replacement cycle drains resources.

By contrast, outsourced SDR solutions can deliver cost savings up to 65% while ramping 3× faster than in-house teams (10). You pay a set fee that bundles the team, the technology, and the management – essentially you’re only paying for productive outreach time and outcomes, not the inefficiencies. For many agencies, especially those in high-cost cities or with limited HR capacity, this means a lower cost per lead and better ROI on sales efforts. One white paper noted an outsourced lead generation department can bring 43% better results than an in-house one (9) in terms of leads generated, partly because of the expertise and efficiency gains.

Think of it this way: for the cost of one full-time senior salesperson, you could get an entire outsourced sales team working for you, often generating 2–3X the meetings you’d get otherwise. Additionally, you avoid the hidden costs of downtime – with outsourcing, if a rep is sick or leaves, the provider covers it and maintains continuity. Our clients also appreciate that we handle the tool stack (sales engagement platform, data licenses, etc.), which can easily run thousands of dollars per month if you assemble it yourself. All told, when weighing how to get clients for your marketing agency within a budget, outsourcing often delivers more leads for the dollar – and you can reinvest those savings into other growth areas.

4. Access to Expertise, Technology and Data

Outsourcing outbound sales doesn’t just add bodies to send emails – it plugs your agency into a wealth of specialized expertise and tools that you might not otherwise have. Sales development is our core business, so we invest heavily in staying at the cutting edge. When you partner with a firm like Martal, you immediately gain:

• Experienced talent: Seasoned SDRs who have prospected in many industries (including searching for marketing and creative agency clients) and know what messaging resonates. Also, strategic managers who know how to optimize outbound campaigns and navigate tricky objections. This means higher-quality outreach from day one.
  
• Advanced technology stack: Top providers come equipped with premium tools – from AI-driven sales engagement platforms to verified contact databases, intent data sources, dialer systems, and analytics dashboards. For instance, Martal’s team leverages a proprietary AI sales platform that personalizes and times outreach optimally (8). Many small agencies could not afford or manage these tools on their own. Through outsourcing, you essentially rent a state-of-the-art sales tech stack as part of the service.
  
• Data-driven approach: Expert outbound teams use data to continually refine targeting and messaging. They integrate multiple data sources (e.g. LinkedIn Navigator, ZoomInfo, website visitor intel) to build targeted prospect lists and detect buying signals. In fact, companies leveraging diverse data and intent signals achieve 5–8× higher ROI on lead generation than those using static lists (11). That’s the power of a data-driven prospecting approach – something an outsourced partner provides out of the box.
  
• Best practices and playbooks: Rather than reinventing the wheel, you benefit from proven outreach cadences and scripts developed across campaigns. The partner has tested what subject lines get opens, how many touches to include, how to warm up cold leads effectively. For example, we know that combining channels (email + LinkedIn + calls) can boost engagement by 50% (8), so we implement an omnichannel outreach strategy for you from the start. All this expertise leads to higher conversion rates from cold prospect to warm opportunity.
  

In short, outsourcing outbound sales gives your agency enterprise-grade sales capabilities without having to build them in-house. You gain a team that is already expert in how creative agencies find clients and the tools to execute at scale. This levels the playing field, allowing a smaller agency to compete with much larger firms in terms of sales outreach. It’s like having a specialized SWAT team focused on your new business conquest.

5. Continuous Pipeline and Persistent Follow-Up

One often overlooked benefit of outsourcing is consistency. New client development in agencies is notoriously feast-or-famine – when you’re busy with client work, prospecting falls by the wayside, and then your pipeline dries up next quarter. An outsourced team ensures prospecting happens day in, day out, even when your internal team is swamped. That keeps your pipeline momentum steady. You won’t experience the “roller coaster” of too many leads then none, which plagues agencies that only do biz dev in their downtime.

Persistence is another strength. Professional SDR teams understand that it takes multiple touches to break through to busy decision-makers. In fact, 80% of sales require five or more follow-ups, yet most reps stop after 4 attempts (7). Outsourced outbound sales reps are trained (and incentivized) to follow up rigorously – they will politely persist with calls, emails, and messages until they either connect or exhaust a carefully planned cadence. This disciplined follow-up dramatically increases contact rates and meeting setting. For example, data shows it often takes 3–6 call attempts to connect with a prospect, but most salespeople give up after just one (13). Those who persist outperform competitors significantly, turning more cold calls into conversations.

When you outsource, you essentially guarantee that every prospect will get the proper level of attention and persistence. The SDRs aren’t juggling other responsibilities, so their focus is on moving leads from cold to warm through consistent touches. Over time, this systematic approach yields a continuous pipeline – new appointments being booked each week – rather than sporadic bursts. And because the process is ongoing, you can forecast growth more reliably. As an agency leader, there are few things more valuable than a dependable pipeline of potential clients for your marketing agency. It smooths out revenue, allows you to plan hiring, and ultimately fuels stable growth.

By now, the advantages of outsourcing outbound sales should be clear: it lets you work smarter, not harder to get marketing clients. You leverage external specialists to amplify your reach, while your core team focuses on closing and delivery. The result is a leaner, faster, and more effective business development operation. Next, let’s discuss specific outbound sales strategies and how to apply them (whether in-house or through a partner) to land more clients in 2026.

Key Outbound Sales Strategies to Get More Marketing Clients

If you’re wondering which outreach methods actually work to get clients for digital marketing services, this section is for you. 

Successful outreach in 2026 requires a multi-channel, personalized approach. Simply blasting a generic email to a list won’t cut it – you need to thoughtfully engage prospects across several touchpoints. Below we break down the core outbound strategies and best practices for each, tailored to helping a marketing/advertising agency connect with decision-makers (like CEOs, CMOs, or VPs of Marketing at target companies). Use these tactics yourself, or ensure your outsourced team is deploying them on your behalf.

1. Cold Email Outreach – Personalized and Value-Driven

Email remains the workhorse of B2B prospecting – and for good reason. 73% of B2B buyers say email is their preferred way to be contacted by sellers (21). Decision-makers check their inbox constantly, and a well-crafted message can earn a response even from a busy CMO. In fact, 75% of businesses report good to excellent ROI from email prospecting (21), making it a high-impact channel for agencies seeking clients. The key is to cut through the noise with personalization and clear value.

Here’s how to excel at cold email in 2026:

• Highly personalize the content: Gone are the days of templated blast emails. Reference the prospect’s industry, mention a specific pain point or goal (e.g. “noticed your team is hiring for SEO – we helped a similar company double their organic traffic”), and if possible, use triggers like a recent news event. Studies show open and reply rates skyrocket when emails feel uniquely relevant to the recipient. It pays off – 72% of B2B buyers engage only with outreach that’s tailored to their industry or role (8).
  
• Focus on value and insight: Your email should not be a sales pitch about how great your agency is. Instead, lead with a problem you can solve or an insight. For example, “Hi, I noticed your competitor’s ads are everywhere on LinkedIn – we have a playbook for catching up fast.” Offering a quick audit, a case study, or an invite to a free strategy call can entice the prospect. Show that you understand their challenges in digital marketing and have helped similar clients.
  
• Keep it short and conversational: A busy exec will glance at your email for 5 seconds tops. Use 3-5 brief sentences or bullet points. Write in a friendly, helpful tone (second person “you”), not formal corporate speak. A clear subject line that piques interest (e.g. “Idea to boost [Prospect Company]’s PPC ROI”) helps ensure it gets opened. Remember, about 64% of buyers say the subject line heavily influences opening an email (21).
  
• Use sequences and follow-ups: Rarely will one email do the trick. Plan an email sequence (automated via a tool) of 4-6 touches over a few weeks, varying your approach. The first might share a quick insight, the second could offer a relevant case study, the third might simply bump the thread (“Just floating this to top of your inbox”), etc. Persist gently – since we know multiple contacts are often needed. Our data shows agencies get much better results when they send a series of value-add emails versus one lonely attempt.
  

By doing cold email right, you demonstrate your marketing savvy while prospecting. Every touch is a chance to showcase your expertise. It’s scalable, too – one skilled SDR can manage hundreds of tailored emails per week with the right tools. And if you outsource, ensure your partner has strong copywriters who understand agency services. When executed properly, cold email can consistently generate discovery calls and RFP requests from clients for digital marketing services who might never have found you otherwise.

2. LinkedIn Outreach and Social Selling

When it comes to reaching B2B decision-makers, LinkedIn is the undisputed powerhouse. Consider that 50% of B2B buyers rely on LinkedIn when making purchase decisions (20), and 75% of B2B buyers use social media to research options (14). If your agency isn’t actively leveraging LinkedIn, you’re missing a huge channel for client acquisition. The goal is to use LinkedIn both as a direct outreach platform and a thought leadership hub to attract advertising clients and other prospects. 

How can I leverage LinkedIn to get clients for digital marketing?

Use LinkedIn in three ways:

1. Direct outreach: Connect with CMOs, founders, and VPs using personalized messages.
2. Thought leadership: Post insights, frameworks, case studies, and industry experiments weekly.
3. Engagement: Comment intelligently on your prospects’ posts to get noticed organically.
   LinkedIn works best when messages, content, and profile positioning all reinforce your value.

Here are the best practices:

• Optimize your profiles: Both your agency’s LinkedIn page and the profiles of key team members (principals, sales leads) should clearly communicate who you help and the results you achieve. Use a client-focused headline (e.g. “We help SaaS companies get 3x ROI on digital marketing spend”) rather than a generic title. Add case studies or media in the Featured section. Prospects will judge your credibility by a quick profile glance.
  
• Proactive connection and messaging: Build a targeted list of potential clients using LinkedIn Sales Navigator or similar (filter by role, industry, company size, etc.). Start by sending a personalized connection request – mention a common group, a recent post of theirs, or simply that you admire their company. Once connected, send a brief, friendly message not selling outright, but perhaps sharing a useful resource or asking a question. For example, “Thanks for connecting – noticed you’re expanding into video marketing. We recently published a short guide on video ROI; happy to send if of interest.” This warms them up for a later conversation.
  
• Leverage LinkedIn Lead Gen Service: Our LinkedIn lead generation service at Martal is specifically designed to systematically engage prospects on the platform. It involves a mix of connection outreach, message sequences, and content interactions to nurture relationships. Whether in-house or outsourced, treat LinkedIn outreach with a cadence just like email. Data shows multi-channel is powerful – teams using coordinated sequences of calls, emails and LinkedIn see 37% higher conversion rates (12) than single-channel efforts. So include LinkedIn touches in your overall campaign.
  
• Social selling and content: Position yourself as an expert by sharing valuable content regularly. This can be quick tips, mini case studies, client testimonials (with permission), or industry commentary. Encourage your team to engage (like and comment) on target prospects’ posts as well – be on their radar in a helpful way. According to LinkedIn’s own research, 78% of salespeople engaged in social selling outperform those who don’t (15). For a marketing agency, this is doubly true – if you demonstrate marketing savvy through your LinkedIn activity, potential clients will naturally trust you more.
  
• Groups and InMail: Join LinkedIn Groups relevant to your niche (e.g. “CMO Network” or industry-specific marketing groups) and contribute to discussions. This can surface new contacts. LinkedIn InMail (premium messaging to those you’re not connected with) can work for targeted outreach, but use it sparingly and very personally – otherwise it feels like spam.

The bottom line: LinkedIn lead generation is a must for agencies in 2026. It’s often the first place prospects vet you, and a channel where you can engage in a less formal way than email. Many marketing agencies have landed flagship clients through a well-timed LinkedIn message or by impressing a CEO with insightful posts. Given that half of buyers use LinkedIn to evaluate vendors (20), mastering this platform can directly answer the question “how do creative agencies find clients today?” – they go where the clients are (on social networks) and build real connections.

3. Strategic Cold Calling (Yes, Cold Calls Still Work!)

Cold calling might sound old-school in the digital age, but in B2B it remains shockingly effective when done right. Over 50% of B2B sales leads still originate from a phone call (16), and high-growth companies haven’t abandoned the phone – 55% of high-growth organizations use cold calling as a primary prospecting method (17). The phone is personal and direct, which, if you reach someone, gives you a chance to convey passion and establish rapport much faster than an email thread. For marketing agencies, a well-placed call to a CEO or CMO can lead to an exploratory meeting that emails were not achieving. Here’s how to make cold calling work in 2026:

• Call the right targets at the right time: Use data to prioritize call lists – for example, companies that have engaged with your content, opened your emails, or fit an ideal profile. Also, certain times of day/week tend to have higher connect rates. Studies find mid-morning (10–11 AM) and late afternoon (4–5 PM), Tuesday to Thursday are optimal for cold calls in many industries (16). Use a local caller ID if possible (there are tools for this) to increase the chance of pick-up, since 90% of buyers won’t answer unknown numbers (this stat reminds us to leave compelling voicemails too) (21).
  
• Open strong with relevance: You have about 15 seconds before a prospect decides to hang up or listen. Don’t start with a generic “Hi I’m John from XYZ Agency, how are you today?” Instead, open with something that ties to them: “Hi [Name], I noticed your company [something recent or relevant]… We helped a similar firm achieve [result]. I have an idea for [specific benefit]. Mind if I share quickly?” This shows immediately it’s not a random telemarketing script but a potentially valuable call.
  
• Use a conversational, problem-solving tone: The goal of a cold call is not to close a sale, but to start a conversation or secure a meeting. Be personable, listen, and adapt. Ask a question early (“I saw you launched a new product – are you looking to scale up marketing for it?”) to engage them. If you detect pain points (e.g. “we’re struggling with lead gen in a new market”), empathize and offer a brief preview of how you’ve solved that for other clients.
  
• Handle the brush-off: Many will reflexively say “we’re all set” or “not interested” before they’ve even heard you out. Have a polite, non-pushy response ready, like “I understand – one quick thing before I go: [insert a surprising fact or question].” For instance, “Totally get it. Just curious, are you happy with your current cost per lead? We often find agencies like yours overpay by 30% (3). If you are all set, no worries – figured I’d ask.” This sometimes opens the door to a real discussion.
  
• Voicemail and call-back strategy: If you reach voicemail (which will happen a lot), leave a brief message that mentions a specific value point and that you’ll follow up by email. Don’t try to explain everything in voicemail; the goal is to pique interest (“We have an idea to increase [Prospect Company]’s web conversions – I’ll email you the details.”). Also, don’t hesitate to call again another time/day – persistence pays, as mentioned. Our team finds it often takes several attempts; those who stick to it get significantly more connects.
  

Remember, companies that abandoned cold calling saw 42% less growth (17) – it’s a cautionary tale that the phone still matters in sales. When combined with modern techniques (using LinkedIn and email to warm up the prospect before calling, for example), cold calling becomes even more powerful. If you or your outsourced partner include calls in the cadence, you’ll reach some prospects that never respond to email. And even if they don’t answer, they’ll now recognize your name from the voicemail and subsequent email, which builds familiarity. Don’t fear the cold call – embrace it as a differentiator (many agencies don’t call, so those that do stand out). As long as you approach it as a helpful consultant, not a hard seller, you may find C-level execs appreciating the human touch in an era of impersonal automated messages.

4. B2B Appointment Setting and Follow-Up Sequences

All the outreach in the world is pointless if it doesn’t translate into actual sales meetings (discovery calls, demos, strategy sessions – however you do it). That’s why appointment setting is often treated as a distinct function. The idea is to relentlessly qualify prospects and convert initial interest into scheduled meetings on your calendar. Whether you outsource to a B2B appointment setting service or handle in-house, pay close attention to this “last mile” of the outbound process. Here’s how to maximize set appointments:

• Strike while the iron is hot: When a prospect shows interest – say they reply to an email or engage on LinkedIn – respond immediately. Ideally within minutes, certainly within the hour. Quick follow-up dramatically increases booking rates. Use a friendly, concise reply suggesting a specific day/time for a call (or use a calendar link). For example: “Great to hear you’re open to chat. How about a 30-minute call Tuesday at 10 AM? I’ll send an invite.” The speed signals professionalism and enthusiasm. Statistics show contacting a lead within an hour can make you 7x more likely to qualify them compared to waiting even 24 hours (3).
  
• Leverage multi-channel follow-ups: If a prospect goes quiet after initial interest, don’t give up. Use multiple channels to nudge them. A common sequence might be: send an email follow-up (“Attaching that case study we discussed…”), then a couple days later a LinkedIn message (“Sent you an email – just making sure it didn’t hit spam”), then perhaps a phone call. Each touch should be polite and provide additional value or context, not simply “just following up.” Remember the earlier stat: most sales require 5+ follow-ups (7). Being professionally persistent (without being annoying) is a hallmark of good appointment setting.
  
• Have a clear meeting value prop: To get prospects to commit time on their calendar, clearly articulate what they’ll get out of the call. Instead of a generic “free consultation,” frame it around their needs: “a 30-minute audit of your current ad campaigns” or “brainstorming session on improving your lead funnel – based on what we’ve seen work in your industry.” This makes the meeting enticing. Also, involve the right people – mention that a strategist or VP from your side will join to share insights, which elevates the perceived value.
  
• Use calendar tools and reminders: Tools like Calendly can simplify scheduling by letting prospects pick a convenient slot. Once booked, send a confirmation with an agenda and maybe a calendar invite immediately. Closer to the date, send a short reminder (automated or manual) to reduce no-shows. Little touches like “Really looking forward to our discussion tomorrow – I’ve prepared some ideas on how you can boost [prospect’s goal]” can increase show rates and set a positive tone.
  
• Qualify, but don’t over-qualify: When setting the meeting, do ensure the prospect is a fit (right budget, right need) with a few gentle questions up front, so you don’t waste either party’s time. However, avoid turning the scheduling call into a full discovery interrogation – save that for the actual meeting. The objective is to lower friction to get the meeting, then let your sales process take over.
  

One benefit of outsourcing inside sales is that dedicated SDRs excel at this appointment setting dance. They know how to handle objections like “I’m too busy” (“Of course – even 20 minutes could yield some quick wins for you, but happy to schedule when convenient”) or gatekeepers in front of an executi`ve. They keep prospects warm and systematically follow up until the meeting is secured. Our approach, for example, includes persistent but polite outreach until an appointment is confirmed or the prospect clearly declines. We treat each contact with professional courtesy, recognizing that even “not now” can turn into “yes” in the future with the right nurturing.

The metric to watch is your conversion from initial conversation to booked meeting. If many leads express interest but don’t end up on the calendar, there’s a follow-up or positioning issue to fix. With strong appointment setting practices, you ensure all your outbound effort translates into actual sales conversations – which is where you can truly shine and win new business. In summary, great outbound is not just about generating leads; it’s about shepherding those leads all the way to a conversation with your agency.

5. Nurture and Content to Support Outbound (Inbound-Outbound Synergy)

While outbound is proactive, it works best hand-in-hand with a bit of inbound marketing and nurturing. Think of outbound as planting seeds and inbound/content as the sunlight and water that help those seeds grow. As a marketing agency, you likely have some content (blogs, whitepapers, webinars) – leverage these to warm up cold prospects over time. Here’s how to integrate the two for maximum effect:

• Share content in your outreach: We touched on this under email and LinkedIn – providing a useful blog post link or a short PDF in your messages can demonstrate credibility. If you have a case study relevant to the prospect’s industry, that’s gold. For example, after a cold call or initial email, you might send a follow-up like, “As promised, here’s the case study on how we helped a fintech company increase lead flow 150%. Looking forward to discussing if similar strategies could work for you.” This educates the prospect and keeps them interested before the meeting.
  
• Retarget engaged prospects: If you have a list of prospects you’re emailing, consider adding them to a LinkedIn retargeting ad audience or an email newsletter. Often, a prospect might not respond to direct outreach but will click on an informative article you promoted, or remember your agency from seeing a social post. Over 47% of B2B buyers consume 3–5 pieces of content before engaging a sales rep (20), so giving them content to consume increases your chances of conversion down the line. We’ve seen leads go silent, then sign up for a webinar we hosted, and eventually become clients – because our content kept nurturing them.
  
• Marketing automation for drips: Use a light marketing automation sequence to drip educational content to colder leads over a few months. For instance, someone who said “reach out next quarter” can be put on a monthly email list where you send tips/trends. That way your agency stays on their radar until they’re ready to talk. When you do circle back, they’ll recognize your name and have a positive impression because you’ve been giving value not just asking “Are you ready to buy yet?”. Alignment between your sales outreach and marketing content is key – commonly called smarketing alignment. Companies with strong sales and marketing alignment achieve significantly higher win rates and client retention (3), since prospects get a cohesive experience.
  
• Leverage referrals and references: As part of nurturing, don’t overlook the power of referrals (which we noted earlier are high-converting). An outbound sequence can include asking a prospect if they know someone who might benefit, or contacting people who were referred by others. Social proof is potent: e.g. “Our mutual connection Jane at TechCorp suggested I reach out – she thought you might be interested in how we doubled her campaign ROI.” That kind of intro can turn a cold outbound into a warm lead immediately. Encourage happy clients to refer and have a process to follow up on those referrals promptly.

How important is social proof, case studies or testimonials to getting clients?

Extremely important. Social proof is often the deciding factor for new clients. Most buyers require case studies demonstrating results similar to their own goals. Even one strong testimonial or before-and-after metric can dramatically increase response rates and trust. Share social proof everywhere: website, outreach emails, LinkedIn posts, pitch decks.

In essence, think of outbound and inbound as two sides of the same coin. Outbound generates interest and traffic; inbound (content/nurture) reinforces credibility and keeps prospects interested. By combining them, you create a surround-sound effect in the market – your target prospects see your agency in their inbox, on social media, in search results (SEO), maybe at events or webinars, all delivering a consistent message. This integrated approach is how the most savvy agencies get clients for marketing services today. You not only find the client through outbound, you educate and woo them through content. By the time they hop on a call, they might say “I’ve actually read a lot of your posts and really like your approach” – a perfect setup for a sale.

Having covered the tactical side of outbound lead generation, let’s step back and look at the bigger picture trends shaping outbound sales, and how to choose the right partner if you decide to outsource this function. Staying ahead of these trends (like AI and data privacy) will ensure your efforts continue to pay off through 2026 and beyond.

Outbound Sales Trends for 2026: AI, Personalization, and Beyond

The B2B sales landscape is evolving rapidly, and outbound strategies are no exception. As we approach 2026, several trends are changing how agencies should conduct prospecting. Being aware of these trends can give you a competitive edge in client acquisition. Let’s highlight a few key ones:

• AI-Powered Prospecting: Artificial intelligence is becoming a game-changer in sales development. AI tools can research prospects, write initial email drafts, suggest optimal times to contact, and even analyze phone call sentiment. Sales teams using AI are seeing impressive results – one study found that teams leveraging AI achieve 50% more leads and appointments (20). In our own experience, AI can take over tedious tasks (like data entry, email follow-ups) and free human reps to focus on strategy and relationship-building. It’s important to note that AI doesn’t replace the human touch, but it augments it. In fact, a combination of AI and human effort is best: for example, using an AI tool to identify which prospects show intent (visiting certain webpages, etc.), then having your SDR prioritize those for personal outreach. As an agency, adopting AI in your sales process signals to clients that you’re innovative – and it tangibly boosts your efficiency. Martal Group embraces this fully; in 2025 we saw that sales teams using AI tools were 3.7× more likely to exceed quota (18). Expect that trend to deepen in 2026.
  
• Extreme Personalization: Generic outreach is dead. With inboxes overflowing, only highly tailored messages break through. We’ve already discussed personalization techniques – this will become even more sophisticated. Think custom landing pages for each prospect you contact, video messages recorded for a specific company, or dynamic content in emails that changes based on the recipient’s LinkedIn profile. The bar is rising because buyers know what a mail-merge template looks like. The effort is worth it: by now, three-quarters of B2B buyers expect the same personalized experience they get as consumers (20). And if you don’t provide it, they disengage. For agencies, this means training your team (or ensuring your partner does) to deeply research each high-value prospect. Leverage LinkedIn insights, recent news, their company’s marketing outputs – use any clue to customize your approach. It can be as simple as referencing a prospect’s recent quote in a press release, which shows you did your homework. Personalization at scale will separate the winners from losers in outbound sales.
  
• Omnichannel and Multi-Touch Campaigns: The days of relying on a single channel are over. The best outbound strategies orchestrate multiple channels seamlessly – we’ve discussed email, LinkedIn, calls, content, maybe even direct mail or SMS in some cases. It’s about meeting prospects where they are and with varied touchpoints. An omnichannel marketing approach can boost engagement by 50% or more (8). In 2026, expect new channels to emerge (for instance, messaging apps or community platforms) as viable for outbound prospecting. Also, ensure consistent messaging across channels – prospects should feel like each touch is part of one coherent conversation. Using a centralized sales engagement tool helps keep track of it all.
  
• Data Privacy and Compliance: On the flip side of more data and outreach is the growing concern over privacy. Regulations like GDPR, CCPA, and others globally affect how you can collect and contact leads. By 2026, it’s likely even more regions will tighten laws on cold emailing and calling. Agencies must stay compliant – for example, always include easy opt-outs in emails, only contact business emails (not personal) in strict regions, and honor do-not-call lists. If outsourcing, choose a partner that is very rigorous about compliance. It’s both ethical and practical, as getting blacklisted or fined would obviously derail your client acquisition. The good news is many prospects willingly trade their info for good content (whitepapers, etc.), so having a strong inbound funnel can feed your outbound in a compliant way (you’ll have opt-in leads to pursue).
  
• Integration of Sales and Marketing (Smarketing): The line between sales and marketing continues to blur. Outbound teams are using content and marketing automation (as we detailed), and marketing teams are increasingly held to lead generation KPIs traditionally assigned to sales. In progressive companies, there is a unified Revenue team. As a marketing agency, you’re in a unique position – you understand marketing deeply, which can actually give you an edge in outbound sales compared to product companies. Use that! Align your outreach with your own marketing efforts (as we described under nurture). Internally, break any silos between whoever handles your marketing and whoever does sales – they should collaborate daily. Companies that achieve tight alignment see substantial improvement: one stat showed strongly aligned orgs grow revenue 24% faster (3). In pitching clients, you can also highlight that you practice what you preach by aligning sales and marketing – it’s a subtle credibility booster.

In sum, staying ahead in outbound sales means embracing new tech like AI, doubling down on personalization, and maintaining a modern, compliant approach. We at Martal are continuously updating our tactics to reflect these trends – for example, we’ve incorporated AI analytics to prioritize leads and begun using personalized video intros in some campaigns with great success. The 2026 landscape will reward agencies who are nimble and tech-savvy in their client acquisition methods. Now, let’s turn to a critical decision: if you’re considering outsourcing your outbound sales (as many agencies are), how do you choose the right partner?

Choosing the Right Outsourced Sales Partner for Your Agency

Outsourcing outbound sales can yield tremendous benefits (as we’ve covered), but your success heavily depends on which partner you choose. Not all Sales-as-a-Service providers are equal. Marketing agency leaders – VPs of Sales/Marketing, CEOs, partners – should vet potential vendors carefully to ensure they’ll represent your brand well and deliver ROI. Here are the key factors and questions to consider when selecting an outsourced sales partner:

1. Experience in Your Industry: Look for a provider with a track record in the B2B space and, ideally, experience acquiring clients for agencies or service businesses. Selling agency services (which are often consultative, high-ticket sales) is different from product sales. A partner who has helped “companies like yours” is more likely to ramp up faster. Ask for case studies or references from other agencies or similar professional services firms. An expert partner can often bring industry-specific insights – for example, knowing that 84% of B2B sales begin with a referral in some industries (19), they might build referral outreach into your plan. That kind of nuance comes from experience.
   
2. Quality of Team: You want seasoned salespeople, not junior telemarketers reading scripts. In initial calls, assess the caliber of the individuals who would work on your account. Do they speak your language (marketing lingo)? Are they articulate and strategic? The firm should ideally assign a dedicated team to you, including an SDR (or a few) and a manager who oversees strategy and reporting. Inquire about their hiring/training process. For instance, at Martal Group we pride ourselves on hiring SDRs with 5-10+ years’ experience and providing ongoing training in the latest sales techniques. That’s why outsourced teams like ours often ramp 3× faster and can act as a knowledgeable extension of your company (10).
   
3. Process and Transparency: A good partner will outline a clear process for how they’ll generate and nurture leads for you. They should provide a tailored campaign plan – including target persona definitions, messaging angles, and multi-touch cadence specifics – for your approval. Importantly, ensure they offer regular reporting and communication. You should expect weekly or bi-weekly updates, with data on outreach activity, lead progression, scheduled meetings, etc. Ask if you’ll have access to their CRM or dashboard to see real-time results. Avoid any partner that seems to operate in a black box or is vague about metrics. You’re entrusting them with your brand reputation in front of prospects, so transparency is non-negotiable.
   
4. Technology and Tools: Inquire about what tools they use and how they integrate with your systems. Do they have a robust CRM? How do they source data – is it reputable and up-to-date? Do they use any AI or advanced dialing/email tools to improve performance? A cutting-edge partner will readily discuss their tech stack. For example, if they are intent-data providers or use LinkedIn automation carefully, it shows sophistication. On the flip side, ensure they adhere to ethical practices (no spam blasts that could hurt your domain). The ideal partner uses technology to your advantage while safeguarding your brand’s sender reputation and compliance.
   
5. Cultural Fit and Communication: This is a bit subjective, but trust your instincts. Your outsourced SDR team will be representing “we” (your agency) in communications, often using an email address on your domain. It’s crucial that their style meshes with your company culture and values. Are they professional yet personable in manner? Do they understand the consultative tone needed for agency sales (which is more about educating than hard-selling)? During initial talks, note if they ask thoughtful questions about your USP and clients – good sign – versus just promising X number of meetings – red flag if that’s all they focus on. You want a partner who cares about quality of leads and long-term relationships, not just quick wins.
   
6. Results and Guarantees: Finally, discuss what success looks like and how they measure it. While no reputable firm can guarantee a specific number of clients (since closing is ultimately on you), they should commit to activity levels and interim KPIs like meetings set. Some may offer performance-based elements or trial periods. Understand their contract terms and flexibility – for instance, is it a month-to-month program or a 6-12 month commitment? Setting the right expectations is key. A strong partner will be realistic yet confident, perhaps citing that 79% of businesses using outsourced sales saw faster growth (6) and backing it up with how they plan to make you part of that statistic.

Choosing well can lead to a long-term partnership that fuels your agency’s growth for years. Many of our clients see us as an “embedded sales team” that stays with them as they scale. On the other hand, choosing poorly could result in wasted budget or even reputation damage if the vendor uses bad practices. So take the evaluation seriously – it’s worth the time upfront. If possible, speak to a couple of their past/current clients to hear firsthand. The right partner will happily accommodate that and any other due diligence.

With that in mind, it’s also important to look ahead at what will drive client acquisition in the near future:

What helps you get clients for digital marketing in 2026?

In 2026, the biggest driver is highly personalized outreach powered by AI-enhanced targeting. Buyers expect relevance, proof of ROI, and insight-driven communication. What works best is:

• Messaging tailored to the prospect’s industry, goals, and pain points
• Consistent omnichannel outreach
• Leveraging intent data, LinkedIn engagement, and well-timed follow-ups
• Demonstrating ROI with case studies and benchmarks

Ultimately, outsourcing outbound sales is a powerful strategy for how to get clients for a marketing agency, but it must be executed with the right people and approach. Now that we’ve covered everything from strategy to partner selection, let’s address a few frequently asked questions on this topic to solidify your understanding and next steps.

Conclusion

As we’ve explored, outsourcing outbound sales can be a transformative strategy to get more clients for your marketing agency. It allows you to accelerate growth, tap expert resources, and keep your team focused on what they do best. In the dynamic 2026 business climate, agencies that proactively build their client base will outpace those relying solely on referrals or luck. Whether you choose to partner with a provider or ramp up your internal efforts, the key is to take strategic action. Don’t let prospecting fall to the back burner – treat it as a core function of your agency’s success.

Ready to fill your sales pipeline with qualified leads and scale your agency’s revenue? We can help. At Martal Group, we specialize in Sales-as-a-Service for B2B companies – including digital marketing agencies – and have a proven system to generate appointments with your ideal clients. Our team will function as your own SDR department, delivering vetted opportunities straight to you. Let us do the heavy lifting of cold outreach, follow-ups, and lead nurturing, while you focus on closing sales deals and serving new clients. 

Contact us for a free consultation to discuss how our outbound sales solutions can fuel your agency’s growth. Together, we’ll create a tailored plan to win you more business in 2026 and beyond. Don’t leave your growth to chance – partner with experts who can make it happen. Let’s talk and start accelerating your agency’s client acquisition today!

References

1. Promethean Research
2. Sembly.ai
3. MarketingProfs
4. Activated Scale
5. Martal Group – SDR Manager
6. TTEC
7. Spotio
8. Martal Group – B2B Prospecting
9. The Bridge Group
10. Martal Group – Outsourced SDRs
11. Uplead
12. Resimpli
13. LinkedIn
14. LinkedIn – B2B Buyer Behavior Report
15. Qwilr
16. Cognism
17. VoiceSpin
18. Gartner Sales Survey
19. Harvard Business Review
20. Trinity 42
21. MediaPost