Do cold sales voicemails actually work?
The short answer: yes. But most reps treat voicemail as a failure state, the thing that happens when a call doesn't connect. Flip that framing. Voicemail is an alternative outreach path, and the reps who treat it as one consistently outperform those who hang up and move on.
According to InsideSales research, scripted voicemails can increase callback rates by up to 22%, and well-crafted voicemails can improve response rates from 3% to 22%. Research also suggests each additional voicemail attempt increases callback probability by roughly 10%, meaning a systematic sequence compounds your chances rather than wasting them.
The 30-second rule still applies: keep every voicemail under 30 seconds. Going longer wastes the prospect's time or overwhelms them with information they didn't ask for. And shortening your voicemail doesn't mean talking faster, cramming 60 seconds of content into 30 seconds makes you sound frantic and buries the details that matter.
Your goal isn't to sell. It's to earn a callback or a follow-up conversation. Voicemail works best when it's paired with a same-day email using the same subject line you reference in the message. That pairing is what turns a voicemail into a coordinated touchpoint rather than a one-off attempt, and we'll cover how to build that into a full cadence later in this article.
Sales voicemail best practices
Good sales prospecting starts before you dial. The five tips below are the mechanics of a voicemail that actually earns a callback. Each one maps to a specific failure mode that kills response rates, and together, they form the foundation of any effective sales voicemail scripts approach.
1. Use a personable and relaxed tone
You may have the perfect script that hits every key detail in under 30 seconds. But if your delivery is stiff and robotic, the prospect checks out the moment you start speaking. A phony, overenthusiastic tone is just as bad, you'll sound like every other generic rep trying to win their attention.
Speak as if the prospect is sitting right across from you. Avoid being too monotone, but don't go overboard with unnatural excitement. The more natural and human you sound, the more the prospect believes you genuinely want to start a meaningful business relationship.
Your voicemails should sound like you're talking to an old acquaintance: respectful and helpful without being loud or obnoxious.
Key points to keep in mind:
Leave voicemails that are less than 23 seconds.
Do not add a pitch.
Refer to the email in the call-to-action (CTA).
One more thing most reps miss: many prospects read voicemail transcriptions rather than listening to the audio. Write your script so it reads clearly as text. Avoid filler words, spell out numbers, and keep sentences short.
2. Provide context to personalize your message
When you leave a voicemail, your message is one of many in a prospect's mailbox. If it sounds like the others, don't expect a callback.
Make your voicemail unique by providing context at the beginning. Tell the prospect how you found them, or mention a specific detail about their business. This requires research before the call, study their website and social media profiles, then select one or two details to reference.
ZoomInfo's GTM Context Graph surfaces verified firmographic, technographic, and contact data. GTM Workspace's AI agents, or any tool you connect via API, can pull those details automatically before you dial, so you're not spending 20 minutes manually researching every prospect before a call block.
Sales voicemail example: researching for company details
Your voicemail should point toward an email you send immediately after the call. The best way to get the prospect to open your email is to give them a reason to look for it in the first place.
This doesn't happen by pitching them. Instead, do a bit of research and send something that resonates specifically with them. For example:
"Hey Jeff, this is Dave, with ZoomInfo. I saw that you manage the team that hunts down ERP projects on the East Coast. I came across a company right in your backyard who is looking to migrate their ERP system, and it looks like a home run for what you guys are doing there. Grace Taylor is their VP of Network Infrastructure and the person you should be talking to.
I'm shooting you over an email right now with some of the details. Feel free to reply there if it hits the mark. Thanks, Jeff."
This voicemail can help land a meeting with a hard-to-reach sales leader who has possibly ignored emails before. A quick glance at the prospect's LinkedIn profile revealed his territory and job description, an ideal amount of information to leave a targeted voicemail that references a real, specific project.
When you take the time to understand the prospect's individual responsibilities and job functions, your message is less likely to fall on deaf ears.
3. Offer a clear value proposition
Your initial reason for calling is to initiate a sale. But a voicemail isn't the time to sell your product. What you're really trying to do is secure a follow-up conversation. A solid understanding of B2B sales appointment setting best practices can help you structure your ask and close the loop faster.
Instead of product specifics, provide a clear set of value propositions that demonstrates how you can help. Consider these two examples:
"We offer the #1 marketing automation software in the industry, and believe our tool is a perfect fit for your business."
"Based on the work we've done with similar companies, our service can improve your click-through rates by 150%, generate 200% more qualified leads, and boost your overall revenue by 10% within 6 months."
One tells the prospect how great your product is. The other provides specific business applications and success metrics. The second is the hook that catches a prospect's interest and makes them eager to learn more.
Voicemail script example: using known company details
Here's an example using a recent, real-time scoop.
"Hey Gabe, this is Dave with ZoomInfo. We've been working with companies like [Competitor A] and [Competitor B] to drive pipeline growth and help make sure the team is in front of decision-makers.
It looks like Arconic is doing some work around Cyber Security and Threat Detection. Shannon Smith is the manager of Global Security, so she's the person to talk to."
4. Identify and reference competitors
When it comes to voicemail response rates, the smallest details can make a big impact. That includes everything from the length of your voicemail, to the time and day you leave it, to the number of times you say a prospect's name. There are many competing opinions and best practices, but the fact is: you must determine what works best for you and your prospects.
ZoomInfo's org chart data makes this easy, surface employee names and reporting structures before you dial so you can reference a real stakeholder by name.
Voicemail script example: uncovering competitor details
If you can't uncover something specific about the prospect (and you're feeling brave), you can still rely on specifics found on the prospect's competitors. This works especially well for companies in competitive markets:
"Hey Brad, this is Dave with ZoomInfo. I was on the website for [Competitor A] and it looks like they have T-Mobile as a customer, and I imagine that you guys play in the same space. In case you want to take a shot at T-Mobile as well, I'm going to drop you an email with part of an org chart where I can unveil who's in charge of big data over there, complete with a direct-dial phone number, an email address, and the other technologies they're utilizing.
I'll use the subject line 'T-Mobile Org Chart.' Feel free to respond there and I can shed some more light.
Again, Dave with ZoomInfo, looking forward to your reply."
Voicemail script example: finding similar details
If there are no standout competitors, you can modify this approach by swapping out a few words:
"Hey Sara, this is Dave with ZoomInfo. Hey, I was on your [Company Name] website and saw that you guys are working with AWS and RackSpace.
Coincidentally, they are both clients of ours and we help them connect with decision-makers at their target accounts by providing them with direct contact information. I am going to shoot you over an email with some data on CIOs right in your backyard there in Houston, so keep an eye out for my email titled 'CIOs in Houston' and get back to me there if it hits the mark.
Again, Dave with ZoomInfo, looking forward to hearing back from you."
Sara was a territory sales rep who did not have the authority to make a decision on our product. But after seeing the kind of verified contact and account data ZoomInfo provides, she forwarded the email to her boss, who called to learn more. For more on how sales intelligence fits into this workflow, the linked resource covers the full picture.
5. Create a sense of urgency
Sometimes a prospect plans to follow up but forgets as soon as other tasks get in the way. You can't avoid this entirely. But you can make it less likely by adding urgency to your voicemails.
Mention a timeframe when you ask the prospect to follow up. Vague, noncommittal directions like "call me back when you get the chance" make your offer sound unimportant. Instead, tell them to call you back by a specific date or time.
If the prospect shows interest, they'll make a point to follow up within the time constraint you've created. Or try presenting the prospect with a time-sensitive offer, something like "I can provide you with a significant discount or free trial if we get the ball rolling by a certain date." This tactic isn't a good fit for every business or product, but it's worth considering.
Tip: repeat your contact information
The point of leaving a voicemail is to get a response, so make it easy for prospects to follow up. State your number slowly and repeat it twice, most prospects need two passes to write it down without replaying the message. Repeat important contact information like your phone number and company name so the person you're calling has time to capture what they need.
Sales voicemail scripts for every outreach stage
The scripts below are organized by scenario so you can navigate directly to the situation you're in. GTM Workspace surfaces the account context, recent news, org chart, tech stack, so you can populate these details in seconds rather than spending 20 minutes on manual research before each call.
First-touch cold call voicemail
Use this script on your first outreach attempt when you've done account research but have no prior relationship with the prospect. The goal is to demonstrate that you've done your homework and give them a reason to look for your follow-up email.
[~20 seconds]
"Hey [First Name], this is [Your Name] with ZoomInfo. I was looking at [Company Name] and noticed you're working on [specific initiative or project]. We've been helping companies like [Similar Company] tackle exactly that, and I think there's something worth a quick conversation.
I'm sending you an email right now with the subject line '[Subject Line].' Take a look and reply there if it resonates. Again, [Your Name] at ZoomInfo, talk soon."
Follow-up voicemail after no response
Use this script on your second or third attempt when you've already left a voicemail or sent an email with no response. Reference the prior outreach to show persistence without being pushy.
[~22 seconds]
"Hey [First Name], [Your Name] again from ZoomInfo. I reached out last week about [specific detail or project] and wanted to follow up. I know timing matters, so I'll keep this short: I'm sending another email with the subject line '[Subject Line]', same thread as before. If this isn't the right time, just let me know and I'll circle back in a few months.
Again, [Your Name] at ZoomInfo, [phone number, stated slowly]. Looking forward to connecting."
Competitor-intelligence voicemail
Use this script when you've identified a competitor relationship or a competitive dynamic you can reference. Works well for companies in crowded markets where competitive positioning is a daily reality.
[~25 seconds]
"Hey [First Name], this is [Your Name] with ZoomInfo. I was on [Competitor A]'s website and noticed they list [Prospect's Company] as a customer, or at least a company in your exact space. We've been helping teams like yours get in front of the decision-makers at accounts like T-Mobile, and I think we can do the same for you.
I'm dropping you an email with the subject line '[Subject Line]' with some org chart data on [Target Account]. Reply there if it's worth a look.
Again, [Your Name] at ZoomInfo, [phone number, stated slowly]."
Callback-optimized voicemail
Use this script when your primary goal is to generate a callback rather than drive an email open. Lead with a specific, time-sensitive value hook and make the CTA impossible to ignore.
[~18 seconds]
"Hey [First Name], [Your Name] at ZoomInfo. Quick one: I have data on three decision-makers at [Target Account] who are actively evaluating solutions in your space right now. I want to get that in front of you before the window closes.
Look for my email with the subject line '[Subject Line]', or call me back directly at [phone number, stated slowly]. I'll repeat that: [phone number]. Talk soon."
Common voicemail mistakes that kill your callback rate
Even reps with strong scripts lose callbacks to avoidable execution errors. Here are the six most common mistakes, and what to do instead:
Voicemail runs over 30 seconds. According to InsideSales/XANT research, the optimal voicemail length is 18-30 seconds. Going longer risks the prospect deleting before your CTA lands, and many voicemail services cut off messages at the 30-second mark. Time yourself: record on your phone, aim for 18-25 seconds, and cut anything that isn't the personalized hook, value proposition, or CTA.
Phone number delivered too fast. If the prospect has to replay your message twice just to catch your number, they won't. State your number slowly and repeat it twice, most people need two passes to write it down without rewinding.
Pitching the product instead of earning the callback. The voicemail is not a close. It's a reason to open your email and take the next step. The moment you start listing features or pricing, you've lost the prospect's attention and telegraphed that you haven't done your homework.
Generic opening with no personalization. "Hi, this is [Name] from [Company], I'd love to connect about your [category] needs" sounds like every other rep in the prospect's inbox. Prospects delete these immediately. Open with something specific: a project, a competitor relationship, a named stakeholder, anything that signals you actually looked at their business.
Vague CTA ("call me back when you get a chance"). A vague CTA makes your offer sound optional. Give the prospect a specific time window, name the email subject line you're sending immediately after, and give them a concrete reason to act. "Look for my email titled '[Subject Line]' by end of day Thursday" is a CTA. "Call me back whenever" is not.
Ignoring voicemail transcription. Many prospects read the transcript rather than listening to the audio. Filler words ("um," "like," "you know"), run-on sentences, and numbers written as digits all read poorly as text. Write your script so it scans cleanly as a transcript: short sentences, spelled-out numbers, no filler.
How voicemail fits into your multi-channel outreach cadence
Voicemail alone rarely drives callbacks. The reps who see the highest response rates treat voicemail as one node in a coordinated sequence, not a standalone tactic.
The core pairing is simple: a voicemail and a same-day email using the same subject line you referenced in the message. When a prospect hears your voicemail and then sees an email with the exact subject line you mentioned, the two touchpoints reinforce each other. The email gives them something to act on without having to call you back; the voicemail gives them context before they open the email.
Here's a sample 5-touch sequence showing where voicemail fits:
Day 1: Cold call + voicemail + same-day email (same subject line as referenced in voicemail)
Day 3: LinkedIn connection request
Day 5: Follow-up email referencing the voicemail and Day 1 email
Day 7: Second voicemail (follow-up script, referencing prior outreach)
Day 10: Final email with explicit opt-out offer ("If now isn't the right time, just let me know and I'll follow up in Q3.")
Research suggests each additional voicemail attempt in a sequence increases callback probability by roughly 10%. That means a rep who leaves two voicemails in a structured sequence is meaningfully more likely to get a callback than one who leaves a single message and moves on.
ZoomInfo's GTM Workspace lets you build and execute these multi-touch sequences from a single workspace, so the email that follows your voicemail goes out automatically with the right subject line and contact data already populated.
How ZoomInfo helps you leave better voicemails
ZoomInfo is an all-in-one AI GTM Platform built on three capabilities that directly improve outbound effectiveness: a comprehensive B2B data layer, the GTM Context Graph intelligence layer, and universal access through GTM Workspace and APIs.
The data layer is where it starts. ZoomInfo gives SDRs access to 500M contacts, 120M direct-dial phone numbers, and 200M+ verified business emails, the raw material for personalized voicemails that reference real people and real projects. Accurate contact data means you're not burning call blocks on disconnected numbers or leaving voicemails for people who left the company two years ago. Seismic's sales team saved 11.5 hours per week per rep after deploying ZoomInfo, time that went directly back into high-quality outreach.
The GTM Context Graph processes 1.5B+ data points daily, fusing contact data with CRM signals, intent data, and conversation intelligence so you know not just who to call but why they're likely to pick up right now. This is the intelligence that makes Tip 2, personalization, scalable. You don't have to manually research every prospect before a call block. The Context Graph surfaces the account detail that makes your voicemail sound like you did.
GTM Workspace is the seller-facing front-end that brings this data and intelligence into a single workspace. AI agents in Workspace can draft the follow-up email that pairs with your voicemail, surface the org chart detail you reference in your script, and flag which accounts are showing intent signals right now. Thomson Reuters achieved 40% more closed-won deals and 115% average monthly quota attainment using ZoomInfo, outcomes that trace back to reps spending less time on manual research and more time on conversations that convert.
See how ZoomInfo's data and intelligence platform works, request a demo to walk through the voicemail and outreach workflow with your team.
Key takeaways for better sales voicemails
Voicemail remains a core part of the B2B outbound workflow, and the reps who treat it as a craft, not an afterthought, consistently outperform those who wing it. For a broader look at how voicemail fits into the full calling workflow, the B2B cold calling guide covers best practices for every stage of the outreach process.
The fundamentals are straightforward: keep it under 30 seconds, open with something specific, state a clear value proposition tied to an outcome, and end with a CTA that references your follow-up email subject line. Repeat your phone number slowly, twice. Write your script so it reads cleanly as a transcription. And treat voicemail as one node in a multi-touch sequence, not a one-off attempt.
The reps who get callbacks aren't the ones with the best voices. They're the ones who show up prepared, stay systematic, and make it easy for the prospect to respond.
Frequently asked questions about sales voicemails
How do you leave the best sales voicemail?
The best sales voicemail keeps it under 30 seconds, opens with a personalized detail about the prospect's business, and states one specific value proposition tied to an outcome, not a product feature. End with a clear CTA: name the email subject line you're sending immediately after, give a time window for follow-up, and repeat your phone number slowly twice. Many prospects read the voicemail transcription rather than listening to the audio, so write your script so it reads cleanly as text. For the full context on where voicemail fits in a sales prospecting workflow, the linked guide covers the broader outreach framework.
Should salespeople leave voicemails?
Yes. According to InsideSales research, scripted voicemails can increase callback rates by up to 22%. Voicemail is not a failure state, it's an alternative outreach path. Each additional voicemail attempt in a sequence increases callback probability by roughly 10%, so persistence compounds across a structured cadence. Voicemail works best when paired with a same-day email using the same subject line you referenced in the message.
How long should a sales voicemail be?
The optimal length is 18-30 seconds. Going longer risks the prospect deleting before your CTA, and many voicemail services cut off messages after 30 seconds. Time yourself during practice: record on your phone, aim for 18-25 seconds, and cut anything that isn't the personalized hook, value proposition, or CTA. For the full outreach framework that voicemail fits into, the cold calling best practices guide covers every stage of the process.
What should you say in a cold call voicemail to get a callback?
Lead with a specific detail about the prospect's business: a recent company news item, a named competitor they work with, or a project you identified through research. State one concrete value proposition tied to an outcome, not a feature. End with a specific CTA: name the email subject line you're sending immediately after, give a time window for follow-up, and repeat your phone number slowly twice. The goal is not to sell, it's to earn the callback. Seismic's outbound team is a strong example of what structured, data-driven outreach produces: 11.5 hours per week saved per rep and 39% of pipeline generated from ZoomInfo signals.
Should you text a prospect after leaving a voicemail?
Texting after a voicemail can increase response rates, especially for prospects who prefer asynchronous communication. Keep the text under 160 characters, reference the voicemail you just left, and include the same email subject line so all three touchpoints feel coordinated. Not all prospects welcome unsolicited texts, use this tactic selectively based on the prospect's communication preferences and your company's compliance guidelines. For the full playbook on cold texting prospects, the linked guide covers best practices and compliance considerations.