AJ Cassata: Does Cold Email Lead Generation Still Work in 2025?
- Martin Piskoric
- 3 days ago
- 4 min read
If you’ve ever tried to grow a business without a big ad budget, you know the pain: you put out content, you tweak your website, you pray the algorithm blesses you — and the pipeline still feels dry. For many first-generation entrepreneurs, solo consultants, and scrappy B2B founders, expensive funnels or giant social followings simply aren’t an option.
That’s exactly the group AJ Cassata has been serving for more than a decade. As the co-founder of Revenue Boost, AJ has run 600–700 outbound campaigns and helped over 400 B2B companies get clients without ads. His message on the 21st Century Entrepreneurship podcast is refreshingly simple: you don’t need to be famous to grow. You need conversations — and you can start them today.
Or as he puts it:
“Outbound is starting conversations with your target market at scale.”
For founders who come from overlooked backgrounds, who juggle day jobs, or who don’t have generational networks to lean on, this is empowering. Cold email lead generation isn’t glamorous, but it is reliable — and it still fills pipelines in 2025.
Let’s break down AJ’s approach in a way that any entrepreneur can use, no matter where you’re starting from.
What Exactly Is Cold Email Lead Generation?
Cold email lead generation means reaching out directly to the people you’d most like to work with — not waiting for them to stumble onto your content. Instead of building a funnel with 20 moving pieces, you:
Build a targeted list
Send personalized messages
Follow up to start real conversations
It’s a channel built on intention, not luck. And as AJ explains, it often produces higher-quality leads than inbound.
“You can build a list of your most ideal companies and just speak to them.”
For a first-generation founder or someone who doesn’t want to dance for the algorithm, this is a lifeline.
Why Cold Email Still Works in 2025
Three reasons:
1. You control the audience
No fighting over keywords. No paying Meta €5–€20 per click.You decide who gets your message.
2. It’s affordable
With list-building tools like Instantly, Apollo, or LinkedIn Sales Navigator, you can source thousands of ideal contacts without burning cash.
3. It’s fast
Inbound takes months. Ads take testing.Cold outreach can have you on calls this week.
And importantly — this approach levels the playing field. Whether you grew up with access to resources or you’re building your business from a small Croatian town with 130 slippery steps outside your door… outbound doesn’t care. It works for people who work it.
AJ’s Repeatable Revenue Method (Step-by-Step)
Step 1: Identify (Build Your List)
Cold email lead generation begins with specificity. Most founders skip this and blast generic messages — that’s why they fail.
AJ recommends choosing one ICP (ideal customer profile), not five.
For example:
“Marketing directors at mid-sized eCommerce brands”
“Operations managers at 50–200 employee logistics companies”
“Dental practices with 3 to 10 chairs”
Then you narrow further: industry, company size, geography, revenue, job titles.
Tools to help:
Each can generate verified emails so you don’t have to spend years building an audience.
Reader Reflection:What would your hyper-specific ICP look like? Who is the “one type of buyer” you’d talk to if you had to choose?
Step 2: Message (Start the Conversation)
Your email isn’t a sales pitch — it’s an invitation.
AJ stresses that cold email works best when it feels like a 1:1 human conversation, not a newsletter. Short, simple, and personal.
For example:
A question about a problem you solve
A quick insight tailored to their industry
A soft call to action: “Worth a chat?”
Avoid selling in the first email.
Avoid links.
Avoid paragraphs.
You’re not closing the deal — you’re opening the door.
Step 3: Follow Up (Daily and Fast)
Speed-to-lead matters more than ever. Research from Harvard, Gartner, and InsideSales shows that replying within the first hour (ideally 5 minutes) dramatically increases conversion rates.
AJ’s perspective: “You’re not trying to close the deal over cold email… you’re just trying to move them to the next step.”
Following up daily — and fast — signals professionalism and keeps momentum alive.
Tools for Easy Cold Email Lead Generation
Instantly AI (list building, email warmup, automated campaigns)
Clay.com (advanced list enrichment)
Apollo (huge database, solid filters)
Mailwarm / Warmup Inbox (deliverability)
AJ emphasizes a crucial point:
Do NOT send cold emails from tools like HubSpot, Pipedrive, or Mailchimp. They’ll destroy deliverability.
FAQ: Common Questions Entrepreneurs Ask
“Is cold email legal?”
Yes, when you send business-relevant messages, include opt-outs, and follow GDPR/PECR/CAN-SPAM guidelines.
“What open rates should I expect?”
30–60% if your list is targeted and your domain is warmed.
“How many emails should I send?”
Most small B2B founders thrive with 30–200/day per inbox.
“What about AI?”
AI helps personalize at scale, but human tone still wins.
Key Takeaways
Cold email lead generation is still one of the most cost-effective channels for B2B founders in 2025.
Success depends on targeting, not volume.
Short, human messages outperform long sequences.
Fast follow-up dramatically improves conversions.
Tools like Instantly simplify everything — no tech skills required.
Most importantly: you do not need a massive audience, a famous brand, or a big ad budget. You need courage to start a conversation.
Conclusion + Call to Action
If you’re tired of waiting for leads and ready to take control of your pipeline, try AJ’s three-step method this week. Build a list of 150 dream clients, write a simple message, and send the first 20 emails.
Your first reply will remind you: the world opens when you knock.
If you enjoyed this breakdown, share it with someone who’s trying to grow their business without burning money on ads.
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