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> direct outreach to key customers

are you talking about b2b?

I don't know what you have in mind. Sounds like you are suggesting companies should start calling me or knocking on my door instead of puting ads on google search results. That doesn't sound great.

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Yeah, edited my comment. Agreed that direct outreach is ineffective if you aren't b2b.

If you're selling commercial products for a mass market, I think doing things like sponsored content might be more effective.

If I'm selling products to businesses or a few customers, it's better to do outreach by attending industry events, talks etc... I think the cold approach still works.

It’s all of the above for B2B. The cold call and email definitely makes some money - that’s why people do it. Ideally, they already know who you are when they get the cold call.

How about giving out free samples in the supermarket? Going to a conference and talking with people? Busking at the farmer's market?

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