B2B Lead Generation : Mastering Cold Emails that actually works!


B2B lead generation marketing has evolved significantly in the digital age, with a plethora of strategies available to businesses looking to connect with potential clients.

One effective approach that stands out is cold email outreach. In this guide, we will delve deep into the world of B2B lead generation marketing using cold emails, exploring its benefits, strategies, best practices, and how to optimize your efforts for success.

B2B lead generation marketing is the first step in any kind of sales form. One of the best practices for generating b2b lead generation marketing is cold-emailing. It is an invaluable marketing tool to target leads at a low cost.

Emails sent without prior information and permission to the prospects are cold emails. This is like the cold calling process where we send cold emails instead of calls.

On average, an employee gets more than 100 emails per day. The number can be twice or thrice for the top-level executives. Globally, every day hundreds of millions of emails are floating across the cyberspace.

Now, most of you might get a doubt whether this b2b lead generation marketing cold emails sales strategy is workable or not?

My answer is “Yes. It works”. But spam emails, Don't work. Both are different.

Sending an email to countless addresses is spamming! Most of the time without knowing the deliverability rate or status of the email.

You should do the best of the machine learning system to get through the spam and hit their inbox. You should perform some research to know the status of the prospect on their need. The capability to onboard and whether their email is working.

Majority of the top marketers get their major lead generation through cold emailing. Most of the small businesses leverage on cold emailing to grow their business. It is effective to boost sales, scalability, affordability and gives higher ROI.

Benefits of B2B Lead Generation Marketing

Cold emails serve as a powerful tool in the B2B lead generation arsenal. When done right, they offer several distinct advantages. First and foremost, cold emails allow you to directly reach out to your target audience, ensuring your message reaches decision-makers who are genuinely interested in your product or service.

This focused outreach significantly improves your chances of generating high-quality leads that are more likely to convert.

Here's are 5 steps to grow your business. Designed around the idea to leverage the benefits of cold emailing to generate leads.

1. Lead Quality should be high.

Before the Cold e-mail Campaign, you need to have a list of prospects, and the quality of each lead. Ergo, avoid emailing to addresses that might bounce before even hitting their inbox.

Protip: Find out the bounce rate of any email automation tools like Intandemly. These tools send, track and calculate the bounce rate, for each email sent.

To make the process faster, target a specific list of prospects. Filter by Industry vertical, location and prospect title. Use platforms like LinkedIn, Twitter, Crunch Base etc, to get prospect data.

Finally, make sure your leads are good quality and you are sending to live emails.

2. Hyper-personalized Subject Line

To get a high open-rate, consider personalising each email to the prospect.

Avoid phrasing an email like a marketing advertisement. This email could be the first point of contact with a lot of people. Spend a lot of efforts on creating a good first impression.

The opening rate depends on the subject line as it is the only visible text to the recipient. The best way to write a subject line is to include their name, company name. A recent accomplishment is also a good way to create a connection with the recipient.

There are some effective subject lines which have shown success in the past. The ground rules for an effective subject line are:

  1. Be short and concise.
  2. Be Honest with your offerings.
  3. Ask questions.
  4. Create curiosity.
  5. Write a Personalized subject line.

Some of the examples that work well for you are:

“Hey [name], sales for [company]”
“Want leads for [company]”

Don't make fake promises in the subject line to grab the prospect's attention. If you can't keep the promise, it will hurt your company's reputation.

3. Provide a Strong Call-to-action:

Only sending an email to the prospect doesn't help much. Until we ask them for a specific action to perform after viewing our text. At first, you should have a specific goal for each outbound cold email you send.

Let the prospects be aware of a call to action. It could be calling you, attending a webinar, or replying through email, or meeting over for a cup of coffee.

You should be able to drive the prospects to take a specific CTA.

This is possible with hyper-personalized emails. With each part explaining why they should follow through, and click on CTA.

It is very important to include a strong CTA that allows prospects to call you back. You want to get them interested and close the deal.

4. Avoid using Templates:

You can't expect positive results by sending the same email to thousands of prospects. It creates a negative impression on your company. The templates are by now immediately recognize.

But, sending a personalized email to every prospect is time-consuming and not effective.

The sweet spot is to add some personalized fields in your template.
This personalisation is the key to the success of cold email outreach.

Some of the personalized fields include:

  • Adding recipients name
  • Company name,
  • designation,
  • industry vertical.

It allows prospects to feel that you are caring for them, by spending time researching. It gives the impression that you're interested in working with their businesses. Finally, it is worth spending time personalising because the end results are good.

5. Follow-up the prospect:

The acceptance of a sales deal takes place only after several trails to your initial mail. It means you need to send six to seven follow-up emails to close a deal. This is a well-known tactic for every salesperson. In the beginning, even personalised emails get no reply. Most salespeople still get demotivated with zero replies for their personalized email.

But, with a quick follow-up, you'll stand out from your competitors. Most of the salespeople won't follow-up with the prospect.

There are certain guidelines to follow while sending follow-up emails. Such as,
Avoiding followups too quickly.
Robotic lines may hurt the chances of response from prospects.

Leave atleast 3 to 4 days between each follow-up email. You will get appreciation and response when you send the follow-ups on time.

Crafting Effective Cold Emails

A successful B2B lead generation marketing campaign begins with crafting compelling cold emails. The subject line is your first opportunity to capture the recipient's attention, so make it concise and engaging.

Personalization is key – address the recipient by name and mention their company to demonstrate your research. Highlight the value your product or service brings to their specific needs, and include a clear call to action (CTA) that directs them towards the next steps.

Segmentation: The Key to Relevance

Segmentation plays a pivotal role in the success of your cold email campaigns. Divide your target audience into distinct segments based on industry, company size, pain points, and other relevant criteria.

By tailoring your cold emails to address the specific pain points and needs of each segment, you increase the relevance of your message and enhance the likelihood of capturing their interest.

Automating Outreach for Efficiency

Automation tools can significantly streamline your B2B lead generation marketing efforts. These tools enable you to schedule and send personalized cold emails to multiple prospects simultaneously, saving time and effort.

However, striking the right balance between automation and personalization is crucial. Avoid generic, cookie-cutter templates, as they can come across as impersonal and diminish your chances of success.

Building Relationships through Follow-ups

The majority of successful conversions from cold emails result from follow-ups. Sending a series of well-timed follow-up emails allows you to nurture relationships with potential leads and address any concerns or questions they might have.

Persistence is key, but be mindful not to cross the line into spam territory. Craft each follow-up with value-driven content and a gentle reminder of the benefits your solution offers.

Measuring and Optimizing Cold Email Campaigns

To gauge the effectiveness of your B2B lead generation marketing efforts, it's essential to track key metrics such as open rates, click-through rates, and conversion rates. Analyze the data to identify patterns and areas for improvement.

Experiment with different subject lines, messaging approaches, and CTAs to optimize your campaigns over time. A/B testing can provide valuable insights into what resonates best with your audience.

Compliance and Ethical Considerations

When engaging in B2B lead generation marketing through cold emails, it's crucial to adhere to relevant regulations, such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act.

Obtain consent before adding prospects to your email list, provide clear opt-out instructions, and respect their privacy. Ethical practices not only ensure legal compliance but also contribute to building a positive brand reputation.

Case Study: B2B Lead Generation Success

Let's take a look at a real-life example of a company that achieved remarkable results through B2B lead generation marketing using cold emails. [Company Name], a [industry] leader, implemented a targeted cold email campaign that resulted in a [percentage] increase in leads within [timeframe].

By leveraging personalization, value-driven content, and strategic follow-ups, they were able to connect with decision-makers and convert leads into loyal customers.

For more insights on B2B lead generation strategies, check out this comprehensive guide on "21 Proven B2B Lead Generation Strategies & Tactics to Implement in 2023" which explores various techniques to optimize your outreach efforts.


B2B lead generation marketing through cold emails remains a potent strategy for businesses seeking to expand their client base. By understanding the nuances of crafting personalized, compelling messages, segmenting your audience effectively, and employing automation wisely, you can unlock the potential of cold emails as a valuable b2b lead generation marketing tool. Remember, consistent optimization based on data-driven insights will ultimately drive your success in the competitive B2B landscape.