This B2B data case study explains how Readysalted used targeted business contact data supplied by Results Driven Marketing across five email marketing campaigns.
The Newcastle-based digital agency has confirmed winning three new clients from the campaigns, with further warm opportunities in its pipeline worth up to £50,000.
RD Marketing worked with Readysalted to define the right audience by industry sector, company size, location and decision-maker job role before supplying the data.
The requirement: reaching the right organisations and decision-makers
Readysalted wanted to reach businesses that matched the profile of organisations most likely to require its web development and digital services.
The requirement was not simply to purchase a broad list of companies.
Instead, the audience needed to be refined around several criteria:
- Industry sector
- Company size
- Geographic location
- Relevant decision-maker job roles
This allowed each campaign to focus on businesses that were more closely aligned with Readysalted’s commercial objectives.
Readysalted Managing Director Simon Honeywood described the process as more consultative than simply ordering a database.
“What made the difference was that it felt like a conversation rather than an order form. We didn’t just ask for ‘law firms in England’ and get a spreadsheet back.”
The solution: consultative B2B data selection
Results Driven Marketing worked with Readysalted to translate its target customer profile into a practical data selection.
The process involved discussing the sectors Readysalted wanted to approach, the size and location of suitable organisations and the people within those businesses most likely to be relevant.
This included selecting businesses by:
- Industry sector
- Organisation size
- Geographic area
- Relevant job role
- Decision-maker seniority
RD Marketing then supplied targeted B2B contact data matching those requirements.
The objective was to provide a defined prospect audience rather than a large, generic list.
How Readysalted used the data
Readysalted used the supplied data across five email marketing campaigns.
The campaigns included cold outreach, brand awareness and nurture activity.
Selected prospects were also followed up by telephone.
RD Marketing’s role was audience selection and data supply. Readysalted created and ran the email campaigns and handled the subsequent sales activity.
This distinction is important when considering the results.
The data provided the targeted audience, while Readysalted’s messaging, offer and follow-up activity contributed to converting opportunities into new business.
The results: 3 new clients won
Readysalted has confirmed that the campaigns have contributed to three new client wins.
The agency also has additional warm opportunities that originated from the campaigns.
Some of these relate to potential projects extending into 2027.
Readysalted estimates the current potential pipeline value at up to £50,000.
The pipeline figure represents prospective business rather than confirmed revenue.
Readysalted advises that a typical website project is worth approximately £14,000, although the individual values of the three clients secured from these campaigns have not been disclosed.
Results at a glance
| Metric | Result |
|---|---|
| Email campaigns run | 5 |
| New clients won | 3 |
| Additional opportunities | Multiple warm leads |
| Potential pipeline value | Up to £50,000 |
| Typical website project value | Around £14,000 |
| Follow-up activity | Email marketing and selected telemarketing |
| Targeting | Sector, company size, location and job role |
Why good B2B data mattered
Readysalted invests significant time in creating targeted marketing campaigns.
That includes developing campaign ideas, producing content and tailoring messages around specific audiences.
However, even a strong campaign can struggle if the underlying data is poor.
Simon explained:
“It’s such a time saver having decent data. We spend hours and days creating a niche campaign. In the past we would put all this effort into some great marketing work, only to see it fail with poor data. That can be soul destroying. Now we can see much stronger results and it helps quantify the campaign work we are doing.”
For Readysalted, the benefit was not simply having access to contact details.
The value came from combining good-quality data with careful audience selection.
Why the targeting process mattered
The campaigns were not based on broad, generic lists.
Instead, RD Marketing worked with Readysalted to identify the types of organisations most likely to be relevant.
Industry targeting
Different campaigns could focus on specific sectors rather than contacting unrelated businesses.
This allowed Readysalted to create more relevant marketing messages for each audience.
Company size targeting
Organisation size was used to help identify businesses more closely aligned with Readysalted’s target customer profile.
This helped reduce the amount of outreach directed towards unsuitable companies.
Geographic targeting
Location could also be used to narrow the audience where appropriate.
This gave Readysalted greater control over the markets included in each campaign.
Decision-maker targeting
The selection process also considered the people within those organisations who were most likely to influence or make purchasing decisions.
Depending on the campaign, this could involve senior contacts in marketing, digital, technology, operations or general management.
More than simply ordering a spreadsheet
One of the most important parts of the relationship was the consultation before the data was supplied.
Simon explained:
“What made the difference was that it felt like a conversation rather than an order form. We didn’t just ask for ‘law firms in England’ and get a spreadsheet back.”
That reflects the way RD Marketing approaches B2B data selection.
A broad request is often only the starting point.
Before supplying data, it can be useful to consider:
- Which industries are most relevant?
- What size of business is suitable?
- Does geography matter?
- Which job roles should be targeted?
- What level of seniority is appropriate?
- How many contacts should be selected within each organisation?
- What is the campaign trying to achieve?
Working through these questions can help create a more focused prospect audience.
From cold contacts to genuine sales opportunities
The five campaigns were designed to do more than generate immediate responses.
They also helped move cold contacts into brand awareness and nurture activity.
Readysalted reported that the campaigns led to pitches for projects that would normally sit outside its existing outreach activity.
Some of those opportunities have now converted into new clients.
Others remain active within the pipeline.
This demonstrates how B2B outreach can support a longer sales journey.
A cold prospect may not require a new website or digital project immediately.
However, creating awareness can help position a supplier when a future requirement develops.
Data accuracy guarantees
Results Driven Marketing supplies B2B data with published accuracy guarantees covering key contact fields.
These currently include:
| Data field | Accuracy guarantee |
|---|---|
| Postal address | 98% |
| Telephone number | 95% |
| Contact name | 95% |
| Email address | 95% |
Where data falls outside the applicable guarantee, RD Marketing offers a like-for-like replacement or pro-rata refund in accordance with its terms.
These guarantees relate to the accuracy of the supplied data.
They do not guarantee email delivery, campaign engagement, sales or future revenue.
What this B2B data case study demonstrates
The Readysalted project demonstrates how careful audience selection can support a company running its own outbound marketing campaigns.
The process connected:
- Industry targeting
- Organisation size
- Geographic targeting
- Relevant decision-maker roles
- Email marketing
- Telephone follow-up
- New customer acquisition
- Future pipeline opportunities
The three new clients and potential £50,000 pipeline relate specifically to Readysalted’s own campaigns.
They should not be treated as a forecast of results for another business.
Summary
Readysalted worked with Results Driven Marketing to create carefully selected B2B audiences for its outbound marketing campaigns.
Rather than purchasing generic business lists, the agency worked with RD Marketing to define prospects by industry, company size, location and decision-maker job role.
Readysalted then used the data across five email marketing campaigns, supported by selective telephone follow-up.
Those campaigns have contributed to:
- Three new clients
- Multiple warm opportunities
- A potential pipeline worth up to £50,000
- New pitches and conversations outside Readysalted’s normal outreach
For Readysalted, the benefit has been both commercial and practical.
Better data has helped the agency put more confidence behind the niche campaigns it spends significant time developing.
About Readysalted
Readysalted is a Newcastle-based digital agency providing web development, software development and digital consultancy services.
The agency works with organisations looking to improve websites, digital platforms and software systems.
Website: https://www.readysalted.co.uk/
About Results Driven Marketing
Results Driven Marketing, also known as RD Marketing, supplies UK B2B data and lead generation services.
We help businesses identify and reach relevant organisations and decision-makers using targeting criteria such as:
- Industry
- Location
- Employee numbers
- Turnover
- Job role
- Seniority
Our services include B2B email data, telemarketing data, direct mail data and wider lead generation support.
Looking for targeted B2B data?
If your business wants to reach specific industries, company sizes, locations or decision-maker roles, speak to Results Driven Marketing about your target audience.
- Explore our UK B2B data services: https://rdmarketing.co.uk/buy-data/
- Email marketing data: https://rdmarketing.co.uk/buy-data/email-lists/
- Telemarketing data: https://rdmarketing.co.uk/buy-data/telemarketing-data/
- Direct mail data: https://rdmarketing.co.uk/buy-data/direct-mailing-data/
- LinkedIn lead generation: https://rdmarketing.co.uk/data-services/linkedin-automation/
Contact Results Driven Marketing to discuss your next B2B campaign.