Cold email “doesn't work” for some companies. For Alex Hormozi, it's his single best channel. Both groups are right.
Hormozi tested this himself: when he stopped posting video content, his ads cratered. Same ads. Same audience. Same spend. The videos weren't running ads — they were creating the brand context that made the ads work.
Cold email fails in isolation. It succeeds when paired with brand recognition, social proof, and a follow-up motion. The channel didn't fail. The system around the channel was missing.
Most B2B companies are buying point solutions and getting point-solution outputs. The right approach is a sequenced cocktail of small agencies, each best-in-class at one thing, orchestrated to compound.
