When Cold Emails Don’t Have to Be Cold

Sarah Sink
Jul 14
3 min read

There’s a difference between cold outreach and cold emails. Cold outreach is part of the job. Cold emails? The kind that drop into an inbox with no context, no relevance, and a six-paragraph pitch about “state-of-the-art capabilities”? Those are just noise.

The good news is: you don’t have to sound like that.

As CDMO business development professionals, we’re often coached to always be closing. But sometimes the smartest move is to not pitch at all, especially when your prospect has no reason to care yet.

Instead, consider this: What if your next “cold” email wasn’t really cold at all?

1. Celebrate the Win, Then Stop Talking

Let’s say a biotech just announced positive Phase 1 results. Most BD folks see that and immediately fire off a message with a calendar link and a brochure. But here’s a better approach:

“Congratulations on the Phase 1 data! Big win for the team and great to see progress in [indication]. Wishing you continued momentum as you head toward Phase 2.”

That’s it. No pitch. No ask. No attachment. Just a real human note acknowledging their success.

It’s the difference between someone sending you flowers and someone handing you flowers with a business card tucked in the bouquet.

I talked about this a bit in "Triage, Don’t Ghost", where the idea was to stay human even in rejection. That same energy applies here: you don’t need an agenda to show up meaningfully.

Sometimes those messages go unanswered. But sometimes, you get a response like, “Thank you! Actually, we’re just starting to think about tech transfer for this asset. Would love to connect.”

2. Meet Them Where They Are (Not Where You Wish They Were)

A pitch too early is like proposing on the second date. A pitch too late and you’ve missed the window.

Your job is to meet potential clients at the right place, right time, and that requires research.

Before reaching out, ask:

Are they in preclinical and likely still weighing formulation strategies?
Did they just raise a Series A or B, suggesting an inflection point for CMC planning?
Are they entering Phase 2 and facing DP tech transfer or site readiness decisions?

Look at their pipeline. Read their press releases. See what’s public in conference decks.

Then tailor your email to that reality. For example:

“I saw your team recently presented preclinical data on [asset]... Congrats on the progress! If you’re starting to evaluate DP development options ahead of IND, I'd be happy to be a resource.”

Even if they don’t reply right away, they’ll remember that you showed up informed, not with a pitch, but with perspective.

3. Don’t Talk About Yourself. At All.

There’s a time to talk capabilities, but a first-touch cold email isn’t it. You’re trying to spark interest, not give them homework.

Avoid the dreaded “We have 250,000 sq ft of…” paragraph unless they ask.

Instead, focus on what they’re likely dealing with:

“Looks like your team is advancing a bispecific antibody, and timelines can get tricky with raw materials. If that’s something you're navigating, I’d be happy to share some non-proprietary insights.”
“We’ve seen early-stage teams get surprised by what’s needed to prep for GMP DP in Phase 1. If helpful, I can share a simple checklist that others have found useful.”

It’s like showing up to a dinner party with a bottle of wine instead of a presentation.

4. Offer Something Helpful With No Strings Attached

Want to stand out in a sea of “can we grab 15 minutes” emails? Offer something of real value and don’t ask for anything in return.

This could be:

A relevant whitepaper or article (not your capabilities deck)
A quick summary of common tech transfer pitfalls for pre-Phase 2 programs
A checklist, timeline, or infographic that simplifies what they’re likely dealing with

“I pulled together a short resource for early-stage teams preparing for their first tech transfer. Happy to share—no strings attached.”

There’s a reason people remember helpful people. Especially the ones who don’t immediately follow up with “Did you get a chance to review the PDF?”

5. Know When to Be Quiet

Not every message needs a follow-up. If the sponsor didn’t open your congratulatory email or your quick resource note, let it lie. Respecting silence is part of the game.

They’ll remember that you showed up thoughtfully, and they won’t remember you as the person who emailed five times asking, “Just floating this to the top of your inbox.”

In BD, the soft touch often builds the strongest long-term equity.

Final Thought: People Work With People They Trust

Warm connections don’t always start with a meeting. Sometimes they start with a simple email that makes the other person feel seen, respected, and not sold to.

If you’ve done your homework, you’ve earned the right to send the note.

Just make sure it sounds like it’s from a person, not a pitchbot.