B2B lead generation,
measured in meetings booked.
Outbound email, calls and direct mail to the buyers you can already name, sent within the UK’s marketing rules and reported in replies and meetings booked.
Most businesses can name the companies they would most like to win. Waiting for those buyers to search is slow, and some never will. Outbound reaches them directly, with a plain message from a named person, a reason to reply and a meeting at the end of it.
Lead generation is one of the Growth services, run to the same business goal as the rest of the plan. We research, write and send every campaign from the Norwich office, to buyers wherever you sell.
Fewer names, better conversations.
Every campaign starts with a list built for it: the companies that fit, the person in each who makes the decision, and a reason to write to them now. Each name is checked against the rules on who can be emailed and who can be called before anything is sent.
The sequence that follows is short. A few plain emails over two weeks, a call where the number is clear to ring, and a letter where it suits the buyer. Replies are answered the same working day, and meetings go straight into your diary.
What each campaign covers.
The same parts in every campaign, weighted to the list and the offer. The plan sets out which channels yours uses, and why.
Target lists
Built for each campaign by sector, size and location, with the decision-maker named in each business and every address and number checked.
Outbound sequences
Short, plain emails written for one list and one offer, sent from a named person, with a clear reason for the buyer to reply.
Sending set-up
Separate sending domains and mailboxes, authenticated with SPF, DKIM and DMARC and warmed up before the first send, so the domain you use every day is kept apart.
Calls and appointment setting
Follow-up calls where the number is clear to ring, and every reply answered so the meeting lands in your diary with the background attached.
Direct mail
A printed letter or pack for the accounts that matter most, timed to arrive between the emails.
Landing pages
A page made for the conversation the sequence starts, with the proof a buyer looks for before they agree to meet.
Compliance
Each list checked against PECR and UK GDPR: sole traders and partnerships treated as individuals, numbers screened against TPS and CTPS, and every opt-out kept.
CRM handover
Every reply, meeting and opt-out logged in your CRM, so nothing is lost between the first meeting and the signed contract.
What you see each month.
One report, for the person who signs off the budget, on what the outreach produced: conversations, meetings and the work they lead to. Open rates are left out, because privacy features in mail apps now make them unreliable.
- RepliesEvery reply by list and by offer, with the interested ones counted separately from the rest.
- Meetings bookedThe meetings in your diary, the company and person at each, and how many took place.
- OpportunitiesThe meetings that turned into real opportunities, logged in your CRM.
- New clientsThe clients that started with an outbound message, once they sign.
- What runs againWhich lists and offers booked meetings, and so run again next month.
The first eight weeks.
What happens, and when, from the day a campaign is agreed.
Tell us where you’re goingList.
Weeks one and two.
We agree the audience, the offer and a target number of meetings from your business goal, then build and check the list.
You approve the list before anyone on it is contacted.
Prepare.
Weeks two and three.
Sending domains and mailboxes are set up and warmed, the landing page is built, and the sequence is written.
You see every message exactly as the buyer will, and nothing is sent until you have approved it.
Send.
Weeks four to six.
The sequence goes out in small daily batches. Replies are answered the same working day and meetings are booked into your diary.
Anyone who asks not to be contacted again is removed the same day.
Refine.
Week seven onwards.
Lists, offers and messages that are not booking meetings are changed or stopped, and the ones that are get extended to new names.
The first monthly report shows replies and meetings booked.
Lead generation, in practice.
All Projects
Questions about lead generation.
What do your lead generation services include?
The target list, the outbound sequence, the sending set-up, follow-up calls and direct mail where they suit, a landing page, replies answered and meetings booked, and the monthly report. We manage all of it for you.
Is cold email legal in the UK?
Yes, to companies, within the rules. Under PECR, people at limited companies, LLPs and some government bodies can be emailed without prior consent, as long as the sender is identified and every message gives a working way to opt out. Sole traders and most other partnerships are treated as individuals, so they need consent first. UK GDPR applies wherever a person is named.
Can you call our prospects as well?
Yes, where it suits the list. Every number is screened first against the Telephone Preference Service, the Corporate Telephone Preference Service and anyone who has asked not to be called. Each call says who is calling and shows a number the buyer can ring back.
Whose name do the emails go out under?
Usually yours, or someone senior in your business, because buyers reply to people rather than companies. We write and send every message, and the plan sets out who answers replies and who takes the meetings.
Will outreach affect our own email?
It shouldn’t. Sequences are sent from separate domains and mailboxes set up for outreach, authenticated and warmed up first, so the domain your business emails from every day is kept apart from it.
Where do the lists come from?
They are built for each campaign from company data sources and your own knowledge of the market, then checked name by name. A bought list is never sent to as it arrives.
How many meetings should we expect?
That depends on the size of the list, the strength of the offer and how many buyers in your market need it now. The plan sets a target number of meetings before anything is sent, and the first few weeks of sending show whether it holds.
What is appointment setting?
Turning interest into a meeting: answering the reply, agreeing a time and putting it in your diary with a note on who the buyer is and what they asked. It is part of every campaign we run.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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