The Next Era of Outbound Prospecting │ Barbara Weaver

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Barbara Weaver Smith, founder of The Whale Hunters, to challenge one of sales’ most sacred habits: cold email.

Together, they explore why AI is accelerating the decline of outbound email, what replaces it in complex B2B selling, and how sales teams can adapt by leaning back into reputation, community, and high value human outreach.

Email Is Dead: The Future of Cold Prospecting (00:50)

Barbara lays out her “email is dead” hypothesis for cold prospecting. She argues that sellers are using AI to write more outreach, while buyers are using AI to filter and screen it, so cold emails are increasingly blocked or ignored. As companies tighten external email access and move communication into internal platforms, even one to one personalized emails will lose viability. Her takeaway is that teams need to shift now toward human first channels, like referrals, face to face connection, and LinkedIn based engagement, with KPIs reflecting real conversations over email volume.

Build Authority and Community on LinkedIn (09:11)

Barbara argues that as cold email loses effectiveness, authority becomes the new access point. Companies can post smart content, but in large account selling, individual reps also need a visible point of view. She encourages sellers to show up on LinkedIn like trusted experts, not broadcasters, joining real conversations, commenting thoughtfully, and becoming familiar to the people they want to meet.

From there, she shifts to community as the future of prospecting. Instead of chasing strangers, reps should nurture circles of buyers who care about the same industry issues. Pick a topic you genuinely want to learn and talk about, stay informed, and participate consistently. Over time, that presence builds trust, warms relationships, and creates opportunities that cold outreach cannot.

Multi Touch Prospecting and the Culture Shift Beyond Email (19:51)

Barbara says leaders need to reset how teams prospect now that cold email is losing power. The shift starts by replacing an email first mindset with a consistent multi touch sequence. Email can still be one touch, but only as part of a broader rhythm that includes personal video, phone, voicemail, LinkedIn engagement, and marketing supported content.

She reminds sales leaders that meeting someone new takes time. Even top reps need 9 to 10 meaningful touches, and newer reps may need 12 to 15. That only works if every touch is purposeful and clearly tied to who the buyer is. No generic AI spam. Hyper personalization has to be real, not automated flattery.

Her point is simple. The future is not fewer touches. It is better touches, spread across channels, with patience and precision.

Listen to the full conversation with Barbara Weaver Smith and discover how to stay ahead of the shift by building authority, creating community, and leading with high value human outreach in a world where cold email no longer opens doors.