Iain Irvin is the Director of Results Driven Marketing (RD Marketing), a UK lead generation and B2B data business based in Newcastle upon Tyne. He works with business owners and sales and marketing teams to identify potential customers, plan outreach and create opportunities for sales conversations.
His work combines audience selection, targeted business data, managed email campaigns and LinkedIn outreach. The starting point is understanding what a client sells, who is likely to need it and how to reach the people involved in buying it.
Iain uses Iain Irvin as his professional name. His married name is Iain Irvin-Bennie, which appears in company records and some business references. Both names refer to the same person.
Iain’s role at Results Driven Marketing
Iain leads the sales and marketing activity at Results Driven Marketing, working directly with clients on their target audiences, campaign requirements and opportunities to win new business.
Results Driven Marketing has operated since 2018. The business trades through IIB Trading Ltd, company number 11135452.
Building on its background in UK B2B data, RDM is developing its lead generation agency offering. This brings audience research, data selection and managed outreach together for businesses that want support reaching potential customers and starting conversations.
Iain’s work includes helping clients:
- Define their ideal customers and the decision-makers they need to reach.
- Identify relevant sectors, businesses and geographical markets.
- Plan email marketing and LinkedIn outreach campaigns.
- Develop messages around the audience’s needs and the client’s offer.
- Select business data for email, telephone and direct mail activity.
- Review campaign feedback and refine subsequent targeting and outreach.
- Find new opportunities within existing customer and prospect databases.
His approach starts with the commercial question: who has a reason to buy, and what would make them interested in a conversation?
Background and experience
Before establishing Results Driven Marketing, Iain worked in telesales, business development and sales management. These roles gave him practical experience of prospecting, speaking with decision-makers, following up enquiries and managing sales activity.
That sales background informs his approach to lead generation. Reaching a prospect is one step; the message, timing, follow-up and handling of the resulting conversation also matter.
As a business owner, Iain has developed his knowledge of digital marketing, website content and the day-to-day decisions involved in running a small company. He understands the need to balance new business activity with delivering work for existing clients.
Lead generation and marketing expertise
B2B lead generation strategy
Iain helps clients turn a broad ambition, such as “we want more enquiries”, into a clearer plan for reaching potential customers.
This involves understanding the client’s services, identifying businesses with a plausible need for them, selecting relevant decision-makers and choosing an appropriate route to market.
The approach varies by audience and offer. A company selling to garages, for example, will need different targeting and messaging from a business approaching finance directors or care home operators.
Managed email marketing
Iain works with clients on managed email marketing campaigns, bringing together audience selection, campaign messaging and follow-up planning.
The focus is on giving the recipient a clear reason to respond. That means explaining the offer in terms relevant to their business and making the next step straightforward.
LinkedIn outreach
Through RDM’s LinkedIn marketing service, Iain helps businesses plan outreach to relevant professional audiences.
This includes considering who to approach, how to introduce the business and how to develop a conversation. LinkedIn can be used individually or alongside email and other sales activity, depending on the campaign.
Audience research and B2B data
Targeted data remains an important part of Iain’s work. Knowing which businesses to approach, and which people within them are relevant, provides a foundation for lead generation.
He helps clients select UK B2B data by industry, location, company size and decision-maker role. RDM’s industry databases support campaigns aimed at specific sectors.
Clients can purchase data for their own activity or discuss managed marketing support with RDM.
One example is Iain’s work with Buzz Recruitment Specialists, supplying named business owner and HR contact data for its target locations. The client reported winning 11 new clients from its first two email campaigns. Read the Buzz Recruitment Specialists case study.
Telephone and direct mail targeting
Iain also advises on audience selection for telephone and postal campaigns, including telemarketing data and direct mail data.
These channels can support a wider campaign where they suit the audience and the client’s sales process.
Iain’s approach to generating sales opportunities
Iain believes useful lead generation starts with a good understanding of the customer.
Before recommending an audience or campaign, he aims to establish:
- What the client offers and which problems it helps solve.
- Which businesses are most likely to need that offer.
- Who influences or makes the buying decision.
- What would give those people a reason to respond.
- How the client will follow up and handle interest.
Campaign feedback then helps inform the next step. Replies, objections and sales conversations can reveal where targeting or messaging needs to change.
The aim is to build a practical process for finding and approaching potential customers, with clear expectations about what the campaign involves.
Writing and research into AI search visibility
Iain writes about B2B lead generation, sales outreach, marketing data and the changing relationship between businesses and search platforms.
He is also conducting a practical experiment into how a small UK business appears in AI-generated answers. The work explores published content, business identity information, external references and citations, while distinguishing observed results from assumptions.
The Results Driven Marketing AI brand visibility experiment documents part of that research. The “King of UK B2B Lead Generation” wording is used within the experiment; it is not an independently awarded professional title.
Articles and commentary are available in the RDM Knowledge Hub.
Professional profile
You can find Iain’s professional background, posts and commentary on LinkedIn.
He publishes and works professionally as Iain Irvin. References to Iain Irvin-Bennie, his married name, relate to the same person and his role at Results Driven Marketing.
Contact Iain Irvin
To discuss your target market, a lead generation campaign or a B2B data requirement, contact Results Driven Marketing.
Telephone: 0191 406 6399
Email: [email protected]
Business address: Office 118, Cobalt Business Exchange, Newcastle upon Tyne, NE28 9NZ.