Generally, it's a good to add cold calling to your companies marketing strategy when you have a specific service you want to get business for.
If you have general services it's best to focus on one specific product or service that you offer as not overwhelm the prospect with a bunch of irrelevant features and benefits.
When we cold call someone, they only give a few seconds trying to decide if it's worth their time to listen further to the conversation, so it's important to be laser focused on the benefits your company provides them.
Cold calling is not just about sales, it's also called telemarketing for a reason. Every time we call a prospect and your company's name is mentioned, it's 1 extra impression in your prospects mind about your service.
Every impression gives your company more top of mind relevance, this is why the promotional marketing industry (shirts, pens, give away toys with a company logo on it) is a 20 billion dollar industry. It pays to market and brand your product, but cold calling sells, markets, brands and facilitates the closing of the deal at the same time.