Cold Calling: Still Alive in the Baltics

Introduction

While Western Europe may have declared cold calling obsolete, the Baltic region didn’t get that memo.

In Lithuania, Latvia, and Estonia, the phone remains one of the most effective — and underused — channels for B2B sales and lead generation.

At GrowTech, our data from regional campaigns shows that teams combining calls with email and LinkedIn outreach achieve up to 2.5x more booked meetings than single-channel teams. Cold calling isn’t dead. It’s simply evolved.

1. Why cold calling still works in the Baltics

The Baltics are relationship-driven markets. Decision-makers here still value direct, personal communication — especially in traditional sectors.

A well-timed phone call cuts through the digital clutter, creates trust, and opens the door for more meaningful conversations.

Cold calling works best when:

• Targeting logistics, manufacturing, finance, or construction sectors.
• Selling to SMBs and mid-market companies with limited digital presence.
• Supported by warm-up actions — an intro email or a LinkedIn connection before dialing.

In short, cold calling in the Baltics succeeds because it respects human preference over automation. People here still like talking to people.

2. How cold calling has changed

Old-school dialing is gone. What works now is strategic calling—backed by research, timing, and data.

The best Lithuanian and Estonian sales teams use calls as part of a multi-channel rhythm:

1. Initial LinkedIn profile visit.
2. Short intro email.
3. Follow-up call referencing the email.
4. Summary email or case study right after the call.

This sequence feels organic, not intrusive and it builds momentum across platforms.

When you show that you’ve done your homework, cold calls stop feeling cold.

3. Cold call success checklist

1. Research the person, not just the company.

Know what they care about, not just what their company sells. Use LinkedIn and local directories to understand their role and priorities.

2. Reference something current.

Mention a local event, company milestone, or industry update. A simple reference like “I saw your team at TechFusion Week” instantly personalizes the call.

3. Start soft.

Skip the aggressive openers. Begin with curiosity:

“Hey, just wanted to ask if you’re open to improving [specific outcome]…”

This approach feels conversational, not scripted — and it keeps people on the line longer.

4. Always follow up.

Send a short recap email the same day, summarizing what was discussed and suggesting next steps.

This reinforces credibility and keeps the lead warm.

4. Baltic buyer psychology

The Baltic sales environment still rewards consistency and presence.

While emails and ads can be ignored, a polite phone conversation signals seriousness.

In smaller markets like Lithuania, buyers often remember voices and names — meaning one good call can build awareness that lasts months.

It’s not unusual for deals to close weeks later because the first impression was human, not automated.

Regional nuance:

• Lithuania: Decision-makers expect efficiency — get to the point fast.

‍

• Latvia: Relationships matter — warmth and tone outperform scripts.

‍

• Estonia: Logical framing wins — emphasize technology and measurable outcomes.

‍

Understanding these subtleties turns your call from an interruption into a welcomed discussion.

5. How to build a scalable cold calling process

Cold calling scales best when it’s systemized, not improvised.

GrowTech recommends this three-layer structure for Baltic teams:

1. Preparation Layer

• Build segmented lists by industry and title.
• Record key talking points for each vertical.
• Time your calls during mid-mornings (09:30–11:30) or mid-afternoons (14:00–16:00).

2. Execution Layer

• Use call software integrated with CRM and email tools.
• Track connection rates, conversation duration, and sentiment.
• Record sample calls for training and optimization.

3. Optimization Layer

• Analyze the top 20% of successful calls weekly.
• Identify which openings or objections perform best.
• Update scripts based on new insights every two weeks.

Within one month, most teams can increase connect rates by 30–50% using this feedback loop.

6. Combining Calls, Email, and LinkedIn for maximum ROI

Cold calling on its own is powerful, but it becomes unstoppable when integrated with other channels.

A typical GrowTech-tested Baltic sequence looks like this:

1. Send a personalized email introducing value.
2. Follow up with a LinkedIn connection or comment.
3. Call referencing that email (“Just following up on the note I sent this week…”).
4. Send a recap email the same day with a calendar link.

This multi-touch motion raises response rates and keeps your brand top of mind across platforms.

To sum up

• Cold calling still works in Lithuania, Latvia, and Estonia — it’s evolved, not disappeared.
• It performs best in logistics, finance, and traditional B2B sectors.
• Personal research and warm intros improve connection rates dramatically.
• The best results come from combining phone + email + LinkedIn.