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In addition to the landing page and the wording of ads as mentioned above, try and understand the pain point of your B2B customer and what will they potentially type on Google to solve their pain point i.e find a company like yours as a solution.
Once you understand their pain point and what...
I would say cold calling is hard but it could be because I don't enjoy it :) Also, I am personally not very pushy salezy type, so it can be hard to gain that trust from a new client. This is one reason I offer my service free for the 1st month - once they experience my skills and see the value...