What Are Examples of Good B2B Campaigns That Actually Work

What are examples of good B2B campaigns that actually work—and why do they matter? If you’ve ever launched a marketing campaign using purchased data and seen poor results, you’re not alone. Many SME decision-makers in the UK face the same challenge: they have a great product or service but struggle to turn cold data into warm leads.

That’s where learning from proven B2B campaigns can save you time, budget, and stress.

In this guide, we’ll walk you through real-world examples of B2B campaigns that delivered results—using accurate data, smart segmentation, and simple but effective messaging. From email sequences to integrated phone outreach and creative direct mail, we’ll show you what worked, how it was done, and how you can apply similar strategies.

If you’re tired of guesswork and want to build campaigns that perform, these examples will give you practical, proven ideas to run with.

Why Examining Successful B2B Campaigns Matters

What are examples of good B2B campaigns without the fluff? The best way to build confidence in your own marketing is to learn from campaigns that have already delivered.

Real-World Results > Theoretical Advice

• Templates and strategies are everywhere—but what about actual results?

• Real examples provide context: industry, list type, objective, and outcome

Learn What Works (and Avoid What Doesn’t)

• By seeing how others succeed, you can adapt, avoid common pitfalls, and reduce risk

• Successful campaigns often share repeatable elements: good data, clear targeting, multi-touch structure

Campaigns Tailored to SMEs

• Many examples in this post come from UK SMEs using email, phone, or post—so they’re practical, budget-conscious, and relevant to your goals

• You don’t need a big agency budget to build campaigns that deliver leads

Now let’s dive into the first real example: a targeted email sequence using fresh, segmented B2B data.

Campaign Example 1 – Targeted Email Sequence with Fresh Data

What are examples of good B2B campaigns that use email effectively? This first example is all about getting results from a clean, segmented email list.

Objective & Audience

• Reach decision-makers in a specific sector (e.g. construction SMEs or legal firms)

• Use purchased B2B data filtered by job title, company size, and region

• Drive traffic to a landing page or encourage direct replies for a demo or quote

Campaign Structure

• 4-email sequence spaced over 10 days:

  • Email 1: Quick intro and value statement

  • Email 2: Case study or testimonial

  • Email 3: Benefits list and offer

  • Email 4: Final reminder with clear CTA

• Personalisation added for job role and sector

Results & Takeaways

• Open rate: 32%

• Reply rate: 8.4%

• The list quality (fresh, relevant contacts) made a huge difference in performance

• The sequence felt human—no spammy tone, just value-focused and direct

Using accurate, up-to-date data is what unlocked results here. Let’s move on to a campaign that combined email and phone outreach.

Campaign Example 2 – Integrated Phone & Email Campaign

What are examples of good B2B campaigns that combine channels? This integrated campaign shows how using email and phone together can dramatically boost engagement.

Strategy Overview

• Target mid-sized firms in the South East with job roles like Sales Director, Marketing Manager, or MD

• Start with an introductory email to warm them up

• Follow with a call 2–3 days later referencing the email

Tactics Used

• Custom email sent using clean, segmented data with accurate phone numbers

• Voicemail drop for unanswered calls, followed by a short, friendly email

• Emails included a clear, no-pressure CTA like “Worth a quick chat?” or “Reply if this sounds useful”

Outcome

• Email open rate: 38%

• Call connection rate: 22%

• Meetings booked: 14 from 150 contacts

• The follow-up synergy made the call feel familiar, not cold

This example shows that when your data is accurate across email and phone—and your messaging is consistent—conversion rates jump. Next, we’ll explore a tactile approach using direct mail.

Campaign Example 3 – Personalised Direct Mail Tactile Touch

What are examples of good B2B campaigns that stand out? This example takes a physical approach—ideal for targeting high-value decision-makers with something memorable.

Approach

• Target a small list of key prospects (e.g. 50–100 managing directors)

• Use postal data enriched with job titles, sectors, and company size

• Send a tangible item—like a branded notepad or card—paired with a personalised message

Execution

• Direct mail sent first with a short, benefit-led message and a call-to-action (e.g. visit a landing page or book a call)

• Follow-up email 2–3 days later referencing the item they received

• Optional QR code or short URL for easy tracking

Impact

• 24% of recipients visited the landing page

• 10% responded to the follow-up email

• High recall rate—prospects were more open during follow-up calls

This tactile approach works best with clean postal data and a clear message. It’s costlier, but when targeting high-value accounts, it often pays off. Let’s now explore what these successful campaigns have in common.

Shared Traits of These Winning Campaigns

When we look at what are examples of good B2B campaigns, some clear patterns emerge. It’s not just about creativity—it’s about doing the basics well and consistently.

1. Accurate, Targeted B2B Data

• Every campaign used clean, segmented data

• Role-based targeting (e.g. Sales Director, MD) increased relevance and response

• Outdated or misaligned data kills performance before it starts

2. Personalised and Relevant Messaging

• Campaigns referenced the prospect’s role, sector, or region

• Messaging focused on value and outcomes—not sales hype

• Even minor personalisation (like “Helping recruitment firms in Manchester”) boosted results

3. Multi-Channel Touchpoints

• Email alone worked—but pairing it with calls or post drove stronger results

• Mixing channels built familiarity and improved engagement

• Timing between steps was planned, not random

4. Clear, Simple CTAs

• Every campaign had a trackable, low-barrier call-to-action

• “Worth a quick chat?” or “See how it works here” outperformed big asks like “Book a demo now”

5. Compliance and Respect for Preferences

• Unsubscribe options were always clear

• Suppression lists and CTPS checks were used for phone outreach

• GDPR was treated as a foundation, not an afterthought

Next, we’ll show how you can apply these traits to your own outreach—without needing a massive team or budget.

How You Can Apply These Examples in Your Campaigns

What are examples of good B2B campaigns is only useful if you take action. Here’s how you can replicate success with your own data and outreach.

Audit Your Data Quality

• Check bounce rates, invalid contacts, and role accuracy in your current lists

• Invest in clean, updated B2B data that matches your target sectors and decision-makers

• Don’t waste time with outdated or incomplete lists

Design a Multi-Touch Sequence

• Plan an email sequence with multiple messages spaced over 1–2 weeks

• Combine emails with calls or even direct mail for high-value prospects

• Tailor messaging by role, sector, and campaign goal

Measure and Iterate

• Use clear CTAs and track opens, replies, calls booked, or clicks

• Analyse which messages or channels perform best

• Refine your approach based on real response data, not assumptions

Respect Compliance and Preferences

• Always include opt-out options and manage suppression lists diligently

• Screen phone numbers against CTPS and other registers

• Keep your campaigns GDPR-compliant to avoid penalties and protect your brand

By applying these steps, you can build campaigns that actually work and deliver strong ROI for your business.

Why Choose Results Driven Marketing

At Results Driven Marketing, we understand the challenges UK SMEs face when running B2B campaigns. We provide not just data, but strategic support to help you execute campaigns that deliver.

• Accurate, up-to-date data tailored for your target sectors and decision-makers

• Guidance on campaign design based on proven case studies and best practices

• Multi-channel support including email, phone, and direct mail data

• Compliance focus with GDPR-friendly licensing and suppression management

• Human, friendly support from real experts, not automated responses

Whether you want help selecting the right data, planning your outreach, or ensuring compliance, we’re here to support your success every step of the way.

Contact us or explore our email lists to get started with data and expertise that work.

Final Thoughts – Learn From What Works

What are examples of good B2B campaigns? They’re campaigns that combine accurate data, relevant messaging, multiple touchpoints, and respect for prospects’ preferences.

By studying real-world successes, you can:

• Reduce guesswork and costly mistakes

• Tailor your outreach to resonate with decision-makers

• Improve response rates and ROI without a huge budget

Remember, small UK businesses don’t need to reinvent the wheel—they just need to follow proven patterns and apply them thoughtfully.

If you want practical help designing your next campaign or advice on sourcing the right data, we’d love to assist.

Contact us or browse our email lists today.

Results Driven Marketing
Helping UK SMEs go from bad data to more customers and profits
📍 Newcastle | 📞 0191 406 6399 | 🌐 rdmarketing.co.uk