Cold outbound leads lack the built-in trust that referral or inbound leads carry — they haven't heard of your company before the LinkedIn outreach that prompted them to book. A warm-up video bridges that gap by delivering a structured company introduction and education experience immediately after a prospect books a call, before they ever speak with a salesperson.
The video is triggered post-booking: once a prospect schedules, they are redirected to the video as part of the confirmation flow.
Pema recommends a six-pillar script outline for the video:
The video should be educational in tone, not promotional. Prospects should feel informed, not sold to, by the end.
| Option | Description | Cost |
|---|---|---|
| In-house | Client creates video using their own resources and Pema's script | No additional fee |
| Outsourced to Pema | Pema creates slides and edits the final video | Additional fee applies |
Marketing agencies and companies with existing video production resources are well-suited to produce this in-house. Pema provides the script outline and examples from previous clients to guide production regardless of which path is chosen.
The warm-up video is paired with other pre-call touch points managed by Pema's sales assistants:
Together, these touch points help push show rates from the cold-outreach baseline of 60–70% toward Pema's internal benchmark of 80–90%.
During the [1] / [2] engagement kickoff, Pema recommended the warm-up video as a standard component of their outbound process. Asymmetric elected to produce the video in-house, with Pema supplying the script and example videos from prior clients. See [3] for full context.