Cold email open rates are at 2%. Organic reach on LinkedIn is compounding. The math has changed.
Everyone's inbox is a wasteland. Mine is. Yours is.
The average B2B founder gets 40-60 unsolicited outreach messages per day. Open rates on cold email sit around 2-4%. Reply rates are below 1%.
And yet — most B2B companies are still running 2019 outbound playbooks.
Cold email worked when inboxes were quieter and spam filters were dumber. It doesn't work now.
What does work: being the person who already answered the question before someone needed to ask it.
LinkedIn organic reach is compounding for founders who post with a real point of view. YouTube watch time on B2B content doubled last year. Newsletter open rates for niche audiences are sitting at 40-60%.
Running ScaleWithContent since 2023, I've watched founder after founder make the same transition.
They start skeptical. "I don't have time to make content." Then they publish 30 videos consistently and one of them hits 80,000 views. A $180k contract comes from a DM that starts with "I've been watching your stuff for months."
No cold email would have done that.
If you're a B2B founder, your content is your sales team. The videos, posts, and essays you publish are doing outreach to thousands of potential clients while you sleep.
The question isn't whether content works. It's whether you're willing to be consistent long enough to find out.