5 B2B Outbound Campaigns that Drive Conversions

Outbound marketing is one of the most impactful ways to engage prospects, build relationships, and drive high-value conversions. For B2B businesses, outbound campaigns can fill gaps in inbound strategies and generate a steady flow of opportunities.

But first, why are B2B outbound campaigns so important?

Outbound B2B marketing campaigns are about proactively reaching out to potential business clients through emails, cold calls, or ads to generate interest and leads. Unlike inbound marketing, which focuses on attracting clients with content like creating content or SEO, outbound takes a more direct approach to starting the conversation. 

What’s unique about outbound campaigns is the ability to target specific decision-makers directly, instead of waiting for prospects to come to you.

What are 5 B2B outbound campaigns that work?

1. Cold Email Outreach Campaigns

Cold emails are a staple of B2B marketing, they can open the door to valuable conversations with potential clients. The key lies in personalization and relevance, making your emails resonate with recipients.

Personalized messaging creates trust and demonstrates that you’ve done your homework.

Best Practices:

• Keep subject lines concise, but spark curiosity.
• Use personalization to include the recipient’s name, role, etc. Personalized emails are 26% more likely to be opened.
• Offer a solution to a specific client problem.
• Focus on a clear CTA, like scheduling a call or downloading a resource.

Compelling CTAs for cold emails that drive results:

1. Got 15 minutes to chat about how we can help with [SPECIFIC BENEFIT}?
2. Can you point me to the person who handles [SPECIFIC RESPONSIBILITY]?
3. Mind if I send over a quick case study on how we helped [SIMILAR COMPANY]?
4. Please let me know whether [DAY/TIME] is the easiest for us to connect.
5. Up for a short call next week on  [DAY/TIME]  to see if we’re a fit?
6. Dealing with [SPECIFIC ISSUE]? Happy to share a few ideas that could help.
7. Interested in a free assessment of your [RELEVANT BUSINESS AREA]?
8. Can I send you more info or chat with someone on your team?

2. LinkedIn Outreach Campaigns

As the world’s largest professional network, LinkedIn is an essential platform for B2B engagement. A direct and thoughtful outreach strategy can help you connect with key decision-makers and nurture relationships that convert. LinkedIn drives 80% of B2B social media leads, and leads sourced here convert 3X better than other platforms.

LinkedIn is highly targeted, allowing you to filter prospects by industry, role, and company size.

Best Practices:

• Use LinkedIn Sales Navigator to find high-value prospects and accounts.
• Send personalized connection requests mentioning a shared connection or interest.
• Post regularly to show your expertise and stay visible to your network.
• After connecting, follow up with a short, value-driven message.

3. Account-Based Marketing (ABM) Campaigns

ABM campaigns focus on creating customized strategies for a select list of high-value accounts. By delivering highly relevant content and personalized experiences, ABM increases the likelihood of engagement and conversion. According to ITSMA, 87% of marketers say ABM outperforms other marketing strategies in ROI. 

ABM aligns sales and marketing efforts to prioritize accounts that matter most.

Here’s a good resource for combining GenAI with ABM for the best results.

Best Practices:

• Use CRM or analytic tools to identify your key accounts and stakeholders.
• Combine channels like email, direct mail, and LinkedIn for multichannel engagement.
• Create personalized content, like case studies or blogs, that address specific challenges.
• Track performance metrics like account engagement and pipeline influence.

Here’s a practical sequence for ABM email campaigns:

Email 1: Introduction and Value Proposition

• Subject Line: [Personalized Hook/Benefit]
• Greeting: Hi [First Name],
• Quick intro: Mention yourself and your company.
• Value proposition: Highlight a key benefit or solution relevant to their business.
• CTA: Ask for a meeting or quick chat.
• Sign-off: Best regards, [Your Name].

Email 2: Follow-Up with Added Value

• Subject Line: [Quick Follow-Up]
• Greeting: Hi [First Name],
• Reference previous email: Briefly mention the earlier message.
• Share value: Include a link to a case study, resource, or insight.
• CTA: Ask if they’re open to scheduling a time to talk.
• Sign-off: Best, [Your Name].

Email 3: Personalized Insight/Offer

• Subject Line: [A Quick Idea for [Company Name]]
• Greeting: Hi [First Name],
• Show relevance: Reference a challenge or goal specific to their business.
• Offer insight: Provide a quick idea, approach, or example.
• CTA: Suggest a meeting to discuss further.
• Sign-off: Best regards, [Your Name].

Email 4: Final Check-In

• Subject Line: [Is This a Priority for [Company Name]?]
• Greeting: Hi [First Name],
• Acknowledge time: Mention understanding their busy schedule.
• Check relevance: Ask if the goal or challenge is still a priority.
• CTA: Offer to reconnect if relevant.
• Sign-off: Best, [Your Name].

4. Outbound Calling Campaigns

Cold calling isn’t dead, in-fact, cold calling has evolved with data-driven insights and better targeting, making it a highly effective channel for reaching prospects directly. A well-executed call can create a personal touch that digital channels often need to improve.

Rain Group reports that 82% of buyers accept meetings when sales reps proactively reach out, and 69% of buyers say a relevant call is the most influential outreach method.

Direct conversations enable immediate feedback and the ability to address objections in real-time.

Best Practices:

• Thoroughly research your target contact.
• Start with a warm, professional introduction and lead with how you can solve their problem.
• Ask open-ended questions to keep the conversation engaging and discover pain points.
• Follow up with an email that summarizes your call with next steps.

5. Event and Webinar Outreach Campaigns

Events and webinars give B2B companies a chance to showcase expertise, build trust, and engage with prospects in a meaningful way. Outbound efforts to promote and follow up on these events are critical to maximizing their impact. GoToWebinar found that 73% of B2B marketers rank webinars as one of the best ways to generate high-quality leads.

Live interactions create a sense of immediacy and credibility that enhances audience engagement.

Best Practices:

• Send personalized invites that highlight the event’s unique benefits.
• Use follow-up emails to share recordings, slides, and exclusive offers to keep attendees engaged.
• Use surveys and polls to improve future events and identify sales opportunities.
• Promote your events across multiple channels, including email, LinkedIn, and paid ads.

Orchid Tip: 

Partner with other brands to co-host webinars, expanding your reach and adding credibility. Here’s a solid resource on executing better webinars.

Drive Results

The most successful B2B outbound campaigns are personalized, strategic, and consistently refined. Whether you’re reaching out via email, LinkedIn, or ABM, focus on adding value to your prospects at every step of the journey. By integrating these five outbound campaigns into your marketing efforts, you can engage high-value prospects, generate quality leads, and drive conversions that fuel long-term growth.

Feel free to call on us.