The best content does more than just show up in organic search. In fact, that's the bare minimum. The content that builds audiences and gets readers to convert into customers does so because it delivers value. When you create content that potential customers send to their peers, that's where you really win.

That's why we created Nooks Insights, actionable advice for Sales Development Leaders with real data from thousands of users just like them. With Nooks Insights, we were able to provide content for our audience that they couldn't get anywhere else. We saw these articles go viral on social media, we saw a huge spike in traffic and we heard quotes from the article on webinars and at speeches at conferences.

Why was it so valuable? Because users only know how they use your product. If you can provide them with information that gives them insights to data from the entire user base, you connect them to a community. If you turn that data into ways that they can get better, you really seperate yourself from the competitoin.

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Here's a summary of our most popular article which was republished yearly from 2023 - 2025: 

Nooks analyzed nearly three million cold calls to test one of sales’ most common myths: that people no longer answer their cell phones. The data told a different story. Mobile calls had a 45 percent higher connect rate and resulted in 18 percent more meetings than non-mobile calls. In other words, sellers who prioritize mobile numbers are reaching more prospects and booking more conversations.

The research also showed that results vary by role. Finance, Marketing, HR, and Sales professionals are far more likely to answer on mobile, while IT, Security, and Support respond best to a mix of mobile and office lines. Some roles, like IT and Support, answer frequently but convert to meetings 35 percent below average, whereas Sales leaders book meetings 23 percent more often when they do pick up.

The takeaway is clear: mobile calling isn’t dead, it’s thriving. Teams that invest in accurate mobile data, refine their targeting by persona, and use AI-powered dialers like Nooks are seeing the strongest performance and highest return from their outbound efforts.

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Here's our second article: "How much does referencing relevant customers or partners increase conversion rates?"

Nooks analyzed how adding a clear reason for outreach and using social proof impacts conversion rates. Mentioning a specific reason for reaching out—like a new executive joining, a past champion changing jobs, or a prospect engaging with a competitor—increases the likelihood of booking a meeting by 2.3 times. These targeted reasons create relevance and curiosity, helping reps keep prospects engaged long enough to earn the next step.

But when objections arise, such as “Do you work with companies like ours?” or “Do you have customers our size?”, social proof becomes the deciding factor. Having specific customer examples ready increases the chance of overcoming objections and booking a meeting by 1.8 times. This works because people trust the behavior of their peers—when they hear that similar companies have succeeded with your product, they’re more open to learning more. Testimonials, case studies, and references all help turn uncertainty into interest.

With Nooks, sellers can use Persona Intelligence and Battle Cards to make this easy. By tagging customer accounts by industry or employee count and linking to case studies or success stories, reps can instantly tailor their responses to each prospect. A simple example might sound like, “Yes, we work with Company X—they’re similar in size to you, and we helped them increase pipeline by 58 percent.” Memorize a few of these, and you’ll see objections fade and your conversion rates climb.

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Our third article: "How does your reason for reaching out affect conversion rates?"

Early in outbound, many reps rely on pitching their company or product to spark interest—leading with funding stats or founder backgrounds. After hundreds of calls with little success, most evolve to using surface-level personalization like congratulating a promotion or referencing a recent post. While this shows some effort, prospects can sense it’s just a setup for a pitch, which rarely adds enough value to earn a meeting.

Nooks analyzed over five million cold calls to understand what actually drives meaningful conversations. The data showed that mentioning a specific, relevant reason for reaching out increases the connect-to-meeting rate by 2.3 times. Effective reasons include re-engaging closed lost accounts, referencing a competitor conversation, noting new executives or champions who changed jobs, highlighting headcount growth, or following up on previous discussions. These triggers signal relevance and familiarity, making prospects more willing to engage.

When reps tie their outreach to a clear reason, they demonstrate awareness and intent—not just a pitch. A simple example might sound like, “Hi, I saw your company recently added a new VP of Sales from Acme Corp—they were big on improving outbound efficiency. Have you noticed similar priorities in your new role?” This kind of outreach shows context and curiosity, turning routine dials into real conversations. The takeaway: outbound success isn’t about the number of calls made, it’s about making every one count.

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And finally, we partnered with Devin Reed, the creator of Gong Labs.

Cold calling isn’t dead, but it has changed. After analyzing more than five million calls, Nooks found that top-performing reps don’t rely on guesswork—they use data to understand what works. The research revealed three key behaviors that consistently lead to more booked meetings: asking open-ended questions, referencing specific pain points, and timing the meeting request precisely when a prospect shows interest.

Reps who open with an open-ended question have a 310 percent higher chance of booking a meeting. Instead of yes-or-no openers like “Did I catch you at a bad time?”, successful sellers ask questions that invite conversation—such as “How are you currently handling X?” or “What’s been your biggest challenge with Y?” These questions keep prospects engaged, build rapport, and create space for more relevant pitches.

The data also shows that mentioning a clear pain point early in the conversation increases success by 6.3 times, while asking for the meeting immediately after a prospect expresses interest boosts results by 11.8 times. The most effective reps identify pain before pitching solutions and act quickly when they sense momentum. In 2025, the best cold callers are those who listen closely, adapt fast, and use real-time data to turn conversations into meetings.

Read full article.

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The work I did with Nooks is proof that when content delivers real value, it doesn’t just get clicks, it builds a following. We turned raw sales data into insights that sales leaders couldn’t find anywhere else. The result? Articles that were quoted on webinars, shared across LinkedIn, and republished for years. Every piece connected Nooks’ product to measurable outcomes and positioned the brand as an authority in the sales tech space.

That’s what I do best: turn your company’s data, product knowledge, and customer success into content that gets attention and conversions. If you’re ready to elevate your content strategy, whether it’s writing, positioning, or campaign execution, let’s talk. I help startups and B2B brands turn what they know into stories people want to share.

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