B2B lead generation through targeted email campaigns
I research who you should be talking to, build and qualify the list, write the outreach and nurture emails, and test them until the replies come from people sales wants to meet.
For B2B companies and service businesses that need more qualified conversations than referrals bring.
We need more leads.
We need more of the right conversations.
A short list of the right people beats a long list of the wrong ones.This usually fits when
- Referrals have slowed, and the sales team has too few conversations each week.
- Leads arrive, and sales says most of them were never going to buy.
- You tried a bought list or a mass email tool, and the replies were complaints.
- A new market, offer or event season is coming, and you need a list of the right companies.
- Interested leads go cold because nobody follows up after the first reply.
How a campaign is built
Define who to reach
We agree the companies and people worth contacting: industry, region, size, buyer role, and the situation that makes them likely to need you.
Research and build the list
I source and enrich prospects with tools such as LinkedIn Sales Navigator, Apollo and Snov, and your CRM, then segment them by industry, region and persona.
Qualify
Scoring and qualification rules, agreed with sales, decide who gets outreach, who needs nurturing and who should be dropped.
Write the outreach
Short, specific emails for each segment, personalised where it changes the reply, and follow-ups that add something new each time.
Test and adjust
Subject lines, messages and landing pages are A/B tested. Sales feedback and pipeline data change the targeting while the campaign runs.
Hand off and nurture
Interested replies reach sales with context in the CRM. People who are not ready yet move into a nurture sequence instead of being forgotten.
Does cold email still work?
It works when the list is small and right, and the message is written for that list. It stops working when a large, loosely targeted list receives the same template. Most of the problems people describe, from emails landing in spam to low replies and unqualified leads, start with the list and the targeting, so that is where the work starts too.
Deliverability is part of the setup: sending domains and authentication, sensible volumes, and lists kept clean of bounces and of people who asked not to be contacted.
Lists you are allowed to use
I do not buy or sell email lists. Bought lists bring high bounce rates and damage your sending reputation, and nobody can tell you how the people on them were collected. Lists are built from researched sources for your campaign and hold only the details the campaign needs. Every message says who is writing and offers a clear way to opt out, every opt-out is honoured, and the data stays yours.
The emails after the first reply
Many interested leads are not ready to buy this month. A nurture sequence keeps them informed with useful emails until they are, and segmentation keeps those emails relevant. These are sales emails with a commercial goal. Thought-leadership newsletters under your own name belong to Personal Branding or Ghostwriting.
Where I have done this work
From 2023 to 2025 I worked at ExpoHotels across lead generation, data analysis, pricing and email marketing roles. I built and segmented prospect lists by industry, region and buyer persona, scored and qualified leads, A/B tested outreach emails and landing pages, and refined targeting with sales feedback and pipeline analysis. These results were recorded during that work.
- qualified lead database
- +70%
- email opens
- +25%
- email click-through rate
- +18%
- direct bookings
- +20%
- AMK LLCTargeted B2B, B2B2C and B2C email campaigns with A/B testing, alongside lead-generation campaigns.
Questions before hiring
Is cold email legal?
The rules differ by country and depend on how the data was collected, so the legal answer for your markets comes from your legal adviser, and I ask for it before launch. What I can promise is how I work: no bought lists, contacts researched for a clear business reason, a named sender and a working opt-out in every message, and every opt-out honoured.
Will my emails go to spam?
Spam usually comes from poor lists, high volume and missing authentication. The setup covers sending domains, authentication, volume and list hygiene, and replies and bounces are watched from the first day.
Do you guarantee a number of leads or meetings?
No. We agree targets and measures before launch and I report against them, but replies depend on your market and your offer as much as on the campaign.
Which tools do you use?
Tools such as LinkedIn Sales Navigator, Apollo and Snov for prospecting and enrichment, together with your CRM and email platform. If you already have tools, we use those.
Who owns the lists and the data?
You do. Lists, sequences and results stay in your systems.