How do you convert cold leads?

I research the lead by looking at previous correspondence, if any. I research the company they work for, their role, and what are their current/future projects and initiatives where we see applicable value. Then I tailor my messaging to speak directly to them about the above mentioned. I also follow up that messaging with a phone call. I am pretty persistent and will continue attempts to make contact once a week for a few months. I also look for shared connections. Name dropping is a great way to make a prospect feel a little more comfortable connecting with you.