Not all leads are "cold", but they also might not be ready to buy. While I think speed to lead is important, what you say can make or break your chances.

When I think of "soft inbound", the triggers that come to mind are typically related to marketing.

The prospect either attended an event, they downloaded an ebook... heck maybe they comment on a social post from you or the company.

These folks didn't ask to be engaged, but they're engaging with your brand.

So... how do you prospect them?

Simple: Start a conversation

1. You start with the observation.

"Hey, saw you were checking out our State of Outbound report."

1. Tie the observation back to an insight/problem.

"Usually, folks are looking for ways to improve their reply rates."

1. Ask a question