What do you do when you need to get to a person or a company?
It used to be that when you needed to get through to somebody you didn't already know you had to pick up the phone and persuade that skeptical receptionist/gatekeeper. Remember the movie "Wall Street," when Bud Fox called Gordon Gekko for 30 days straight, each time trying to charm Gekko's secretary to put him through?
Gatekeepers can be pretty tough (besides, when Bud Fox did get through the gatekeeper to Gekko, he lost everything and almost wound up in jail. But we digress).
Cold calling is not dead -- but it is on life support. Sure, the cold call still has its place but, fortunately, we now have some other tools in our arsenal that make cold calls a lot warmer. Today, that means using LinkedIn (and sometimes Facebook and Google) to try to get to someone. And going in warm is almost always better than going in cold.