Past Campaign Experience

Case studies and past campaign experience.

Observations and notes from managing cold email accounts at a B2B agency and running in-house campaigns before launching Field B2B.

Note on project context: These examples come from agency and in-house roles before Field B2B launched. They show the research, writing and campaign management that inform how I work with clients today.

Cold Email Standard

2% to 5%

Historical Reply Benchmark

Across past agency campaigns targeting corporate decision-makers (such as Managing Directors, VPs and Heads of HR), positive reply rates generally sat between 2% and 5%. Response rates vary depending on market demand, offer relevance and list quality.

Agency Operations

15+ Retainers

Managed Concurrently

Managed outbound domain setup, target prospect research and plain-text email writing for over 15 client retainers at once in manufacturing, wholesale and professional services.

Infrastructure Standard

Secondary Domains

Separate Sending Domains

Outreach was always sent from dedicated secondary domains with SPF, DKIM and DMARC set up properly. This helps separate outbound activity from everyday business email, though separate sending domains cannot guarantee deliverability or eliminate reputation risk.

Since 2021

Campaign Experience

Multi-Sector

Agency Campaign Experience

Targeted

Account-Level Research

Plain Text

Focused Copywriting

Case Study 01 (Primary Focus) Cold Email Outreach

2.5 Years Agency Role • Multi-Account Retainers

Managing Outbound Email Campaigns Across Concurrent Agency Retainers

Context

During two and a half years at a direct marketing agency, I managed outbound email setup, prospect research and copywriting across 15+ client accounts simultaneously in manufacturing, wholesale and professional services.

Objective

Create a reliable flow of introductory sales calls for each client, using dedicated secondary domains to separate outbound activity from primary business inboxes.

Approach

✓ Short Plain-Text Emails: Replaced long sales pitches with brief, focused notes (usually 50 to 75 words) that pointed out a specific problem common to their role and shared a quick proof point.
✓ Infrastructure Separation: Set up secondary sending domains with standard SPF, DKIM and DMARC authentication to separate outbound volume from primary business mailboxes and help reduce operational risk, though no technical setup can guarantee complete domain immunity.
✓ Clean Plain-Text Delivery: Skipped open tracking pixels and external links on initial emails to make messages look personal and avoid spam filter scrutiny.

Measured Results

Historical Agency Experience

2% to 5% Positive Reply Range

Observed positive reply rate across verified prospect lists with clear commercial offers. Results varied across industries, pricing tiers and offer appeal.

Timeframe

2.5 years managing multi-account agency campaigns and weekly reviews.

Limitations

These observations reflect established agency client offers. Early-stage offers or unvalidated propositions require initial message testing before predictable meeting volume is achieved.

Case Study 02 (Optional Channel) Paid LinkedIn Conversation Ads

1.5 Years In-House Role • $1,500 to $12,000+ Offers

Paid LinkedIn Conversation Ads for High-Ticket Cohort Inquiries

Context

During an 18-month in-house marketing role at an executive training school, I ran outbound campaigns and paid advertising for leadership programs, mini-MBAs and executive masterclasses priced between $1,500 and $12,000 (roughly £1,000 to £10,000 GBP).

Objective

Bring in qualified applicant inquiries and start discussions with corporate HR leaders about team sponsorships, without relying on expensive search ads.

Approach

✓ Interactive In-Ad Conversations: Built branched conversational message flows inside LinkedIn where prospective students could choose their main professional focus (such as strategic finance or executive leadership).
✓ In-Ad Detail Verification: Captured verified direct phone numbers and business emails inside the ad flow, giving course advisors helpful background before picking up the phone.
✓ Corporate Group Cold Outreach: Sent short, plain-text emails to corporate HR directors and senior talent leaders, framing executive education as a practical tool for succession and staff retention.

Campaign Outcomes

Measured Historical Result

$8 to $38 Cost Per Qualified Inquiry

Historical cost per qualified inquiry achieved via paid LinkedIn Conversation Ads in a prior in-house role, where prospects submitted verified contact details and selected their course focus. Advertising media spend was paid directly to LinkedIn by the institution.

Qualitative Campaign Activity

Corporate Group Outreach

Direct cold outreach to corporate talent leaders ran alongside the ad campaign to explore group sponsorships. This was an exploratory campaign activity rather than a measured advertising result.

Timeframe

18 months of continuous campaign management, copy iteration and advisor coordination.

Limitations

The $8 to $38 qualified inquiry cost was achieved specifically via paid LinkedIn Conversation Ads, with media spend paid directly to LinkedIn by the institution. Cold email outreach operates without advertising media spend, but requires careful list verification, tailored copy and manual reply triage.

Case Study 03 Targeted Healthcare

Foundational Project (2021) • 20,000 Verified Contacts

Segmented Outreach Across a 20,000-Contact Healthcare Database

Context

In 2021, I managed an outbound project reaching private clinic owners, practice managers and healthcare administrators about practice management software. Medical operators receive lots of cold sales pitches and quickly tune them out.

Objective

Start relevant commercial conversations with clinic owners and practice managers about practice workflow and software solutions.

Approach

✓ Discipline-Specific Segmentation: Grouped contacts by clinic type (such as chiropractic, physiotherapy and occupational health) so every note spoke directly to the daily routine of that practice.
✓ Straightforward Workflow Inquiries: Replaced hard sales pitches with simple, peer-level questions about clinic scheduling capacity and workflow bottlenecks.

Timeframe

6-month structured outreach cycle across segmented healthcare cohorts.

Limitations

Clinical healthcare operates under distinct scheduling patterns. High-volume segmentation was suitable for this sector, whereas specialized corporate advisory requires smaller, highly researched prospect cohorts.

OUTBOUND COPYWRITING APPROACH

An Adaptable Plain-Text Writing Framework

Rather than relying on rigid templates or exaggerated promises, outreach is kept concise and structured around relevant business context.

01 Context & Role Relevance

Acknowledges the recipient's specific role and industry setting so it is immediately clear the email was written for them, not sent out as a mass promotional broadcast.

02 Shared Operational Friction

Brings up a practical problem or operational headache common to their peer group, showing an understanding of their work before asking for their time.

03 Concrete Observation or Proof

Shares a short, relevant example or observation from similar businesses to keep things practical, grounded and believable.

04 Low-Friction Closing

Ends with a simple, friendly question to see if they are interested, inviting an easy initial conversation rather than demanding an immediate sales call.

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