FROM CONTACT TO REVENUE
HOW TO BUILD A SUCCESSFUL DEMAND GENERATION PROGRAM FROM SCRATCH
As marketers, we’re often tasked with transforming a cold list into sales gold. But how do you engage and convert individuals who’ve had little or no interaction with your business?
There’s no magic bullet. No single tactic will turn a cold lead into a customer overnight. Instead, focus on crafting a strategy that offers prospects a seamless experience while keeping marketing spend efficient. And remember, marketing’s role doesn’t end once a lead is handed off to sales. The ultimate goal is revenue, so aligning marketing and sales ensures that every interaction feels purposeful and drives measurable impact.
With the right B2B demand generation strategy, tools, and mindset, you can build a pipeline that’s not only efficient but inevitable.
This guide breaks down how to get there.
Yours in influence,
Zee Jeremic CEO + Founder MASS Engines
WHO WE ARE: MASS Engines works with multi-national tech companies helping them
Measure marketing ROI
Run demand generation
Increase lead conversions
STRUCTURE YOUR STRATEGY FOR SUCCESS
Demand generation is a process, not a one-time tactic. Begin with a clearly defined audience, structure campaigns around their specific pain points and opportunities, and use the three channels identified below to deliver progressively relevant messaging. An interconnected approach will help your efforts stay efficient and effective as you move cold leads toward conversion.
Most companies can efficiently achieve their B2B demand gen goals with three elements working in concert:
An owned channel that remains king for ROI
Retargeting
Reinforce your message and recapture interest
Digital ads
Precision-targeted to convert your most promising prospects
When used together, a layered approach accelerates engagement and conversion.
It’s time for B2B marketing to assume a more personalized approach
Research1 suggests an overall shift toward personalized and measurable tactics, as well as increased digital spend. Combining tried and true approaches like email with other digital channels can unlock greater success in your demand gen strategy.
Email is still the most impactful channel for B2B marketers
Email remains a cornerstone for driving ROI, and has a low barrier of entry to procure contacts to build an audience.
$0.60 to $1.00 cost per contact from vendors like ZoomInfo
73% of marketers view as the most effective method for engaging prospects
INSIGHT: Email strategies that include data-driven personalization enhance targeting and engagement.
Digital ad spend is steadily increasing in B2B marketing
Digital ad spend includes channels like paid search, online video, and retail media.
59.6% of total ad spend in 2024 was on digital 7.4% growth of digital ad spend over 2023
INSIGHT: Digital ads should be a significant component in any B2B marketing strategy.
B2B marketers are increasingly leveraging social media platforms
Programmatic digital spend is on the rise with retail media and paid social seeing double-digit growth in the past few years.
33% of B2B marketers view social media as impactful
13.7% investment growth in paid social expected for 2025
INSIGHT: Leveraging multi-channel strategies increase brand visibility and lead generation.
PRO TIP:
Leverage your strongest tool first. Email is a direct, low-cost way to reach and speak to your target audience one-on-one.
START WITH EMAIL
Owned channels like email still reign supreme in generating demand—and for good reason. Email is a cornerstone of demand generation, as it’s cost-effective, measurable, and highly personal. Unlike other channels, email allows you to target precisely without incurring additional costs for every impression. Once you’ve built your list and content, communication is essentially free.
Build a high-quality list
Your email list is the foundation of an effective B2B marketing strategy. Focus your efforts here first.
1. Leverage your existing contacts.
Whether you have a stack of business cards, a neglected Excel sheet, or an active database, there is value in the contacts you already have. Taking the time to review, clean up, and document will pay dividends.
2. If you don’t already have a list or need to expand it, purchasing one can be a cost-effective way to quickly grow your database of B2B contacts.
Modern list providers are making it easier than ever. When using this technique, work with reputable vendors like ZoomInfo or similar providers specializing in verified, up-to-date optin contacts. A clean, well-vetted list protects your sender reputation, keeps your emails from going to spam, and improves overall campaign performance.
3. Follow best practices for long-term list building and data enrichment.
• Use lead capture forms on your website
• Offer high-impact content like eBooks or webinars
• Run targeted social media lead-generation ads
• Collect registrations from events and webinars
• Leverage partnerships for co-marketing opportunities
When using a purchased or cold list for the first time, be sure to send emails in small batches. Sending to the entire list at once increases your risk of getting flagged as a spammer if there is a large number of undeliverable or bounced emails. This can lead to your account getting shut down. By testing in small batches, you can identify and address any issues preventing smooth distribution.
PRO TIP:
The art of segmentation: Making your list work for you
Your email list is your secret weapon—but only if it’s well-organized. That starts with smart segmentation, which helps unlock the power of personalization so you can send more tailored messaging. To accomplish this, companies typically divide email lists into smaller, targeted groups based on shared characteristics.
Demographics
Segment by company size, departments, and roles based on your product offering and fit against the product journey and buying teams.
Engagement
Segment your audience based on their position in the funnel and separate them by their level of engagement: hot, warm, cold, or frozen. Keep in mind, if you bought a list and are using it for the first time, this doesn’t apply yet but will soon come into play.
HOT
Your most engaged contacts who regularly open and click through your emails
Intent
WARM
Contacts who engage occasionally but not consistently
COLD
Individuals who rarely interact with your emails
FROZEN
Contacts who haven’t engaged in a long time (or ever)
Sort by hard intent (technology use that indicates a good fit for your products) or soft intent data (indicates a prospect’s buying or interest behavior) if it is available or purchased (e.g., Bombora). These data types are expensive and difficult to use effectively, so use them cautiously.
Segmentation goes beyond basic grouping; modern marketing automation tools analyze how prospects engage with your content so you can adapt your strategy accordingly. For example, highly engaged leads might skip stages of your funnel and receive more later funnel messaging.
PRO TIP:
Segmentation can feel intimidating because it sounds like you need to have 12 completely unique versions of every email to target each segment properly. However, we recommend starting with your core email campaign and customizing just one sentence in each email to connect with your segment persona or demographic. This minimal change reduces workload but goes a long way toward making prospects feel you’re attuned to their needs.
Craft your B2B email content for ultimate engagement
Once you have your segments, it’s time to draft your email content. When starting with a cold list, you need to build recognition and trust with your audience before you can even talk about your product or service. We think of it like a mini customer journey within the email campaign.
The goal of your initial emails is to create rapport by highlighting and discussing opportunities or pain points your audience may be experiencing. In the middle of your email campaign, assume the role of a trusted resource with educational content—products and selling should take a backseat. Toward the end of your series, once you’ve garnered some trust and recognition, you can be more pointed with your offer and include a direct call to action.
By easing prospects into a relationship and offering helpful, useful material, you will reap the rewards of higher engagement and increased conversions.
Email touch Goal of the email Content focus for email
EARLY
Awareness
MIDDLE Consideration
LATE Decision
Focus on industry pain points (such as tedious/ expensive processes) or opportunities to make an impact (e.g., saving time, improving efficiency, etc.)
To build trust, offer educational content, such as whitepapers
Highlight your solutions with direct calls to action, such as demos or consultations
Nurture
for the long-haul
Once you’ve completed your first email series based on the structure above, you’re ready to tailor your email program even more and create a nurture series that continues to drive engagement over time.
As mentioned earlier, a very effective way to further segment your audience following your initial program is their level of engagement with that program. Separating your list into these four categories will help you ensure you’re sending the right information at the right time for ultimate engagement:
What to send
HOT
This group receives all emails, especially ones that are more personalized. Your audience is into what you are putting out. This is your chance to focus on communications that offer specific product information, such as feature and pricing sheets, to nudge them toward purchase.
These contacts get more attention-grabbing, less sales-focused emails. You can choose what to send based on performance with the hot group.
For your middle-of-the-funnel prospects, your goal is to get them to “hot.” Try different messages, but we find some of the following tactics have been the most effective:
• Promotions
WARM
COLD
• Interest pieces (i.e., recipes or human impact stories)
• Case studies
• Event invites (i.e., conferences or special promotions)
The key is to keep their journey going and get them back to your website to learn more.
Send your top-performing campaigns, usually once a month, to this group.
It’s tempting to email these people as much as possible to try to warm them up; however, this often results in regression rather than forward progress. Try these tactics instead:
• Slow down communications. If you usually send emails once per week, slow down to once a month
• Provide something of interest, like the article in this example.
• Make your subject lines and copy extra attention-grabbing
• Your goal is engagement and taking that next step
Since these are your contacts who have never engaged, we recommend making one last effort and then removing them from your database if they don’t engage (especially if your email provider charges by number of contacts stored).
Run a final “win-back” two-part email series that is very direct and lets the prospect know that you are going to unsubscribe them. This instigates a little FOMO that could unthaw them. These campaigns typically get less than 1% response, but then you’ll be sure before you say goodbye.
With this segmentation, you can send offers to those who are most engaged, educational materials to warm up those who are mildly engaged, and slowly nurture those who have not engaged yet (i.e., newsletter). Understanding and catering to your prospects’ level of interest will guide them toward eventual purchase.
FROZEN
Adjust your timing
The right timing can significantly improve engagement. Dynamically adapt your approach based on a prospect’s behavior:
Speed up communication for highly engaged contacts so they don’t lose momentum
Slow down for those who need more time to reduce the risk of overwhelming them
Skip unnecessary stages for leads who are ready to move forward, like those engaging with key content or visiting specific landing pages
PRO TIP:
For deeper reading on this topic, read our eBook: TRIPLE YOUR ENGAGEMENT RATES while keeping costs low.
EMAIL ENGAGEMENT IN THE REAL WORLD
In a recent campaign, a B2B enterprise technology company saw an immediate improvement in engagement from the very first email using this framework.
Program improvements:
INCREASE IN OPEN RATES ON THE VERY FIRST EMAIL
IN DIRECT SALES FROM INITIAL EMAIL PROGRAM $100,000 57%
HOW TO STRUCTURE YOUR ONGOING EMAIL NURTURE
Headline: Highlight the opportunity to solve a common pain point
Subhead: Supporting statement
Copy: Further relate reader to others in a similar scenario
CTA button: Link to success stories
Copy CTA: Book a meeting if ready now
Additional reading: Consider linking to other resources or products that might be of interest
Headline: Focus on your ability to provide more value to customers
Subhead: Supporting statement
Copy: Emphasize how having the right tools means they can better serve their customers
CTA button: Link to landing page
Copy CTA: Personalized request to “tell us about your needs”
Additional reading: Consider linking to other resources or products that might be of interest
Headline: Suggest an improved reality
Copy: Explain how your products/solutions make things easier. Leverage icons/formatting to highlight individual features or additional pain points your company can solve
CTA Button: Simple call-to-action like “Learn more”
Additional reading: Consider linking to a case study to help support your portrayal of a pain-point-free reality
EMAIL 2
EMAIL 3
EMAIL 1
HARNESS THE POWER OF RETARGETING
Once you’ve launched your email campaigns, the next step is strengthening engagement. Retargeting is a cost-effective strategy for staying top-of-mind with prospects who’ve interacted with your content but haven’t converted.
Retargeting is a powerful way to reengage prospects who have shown initial interest by visiting a web page but have yet to take the next step.
3 reasons marketers love retargeting:
1
3 2
It’s highly efficient
Retargeting shows ads only to those who’ve already expressed interest, reducing wasted ad spend.
Retargeting offers multi-channel reach
Platforms like Google Display Network and LinkedIn allow you to reconnect with prospects wherever (and whenever) they browse the internet.
You can get precise
Leveraging behavioral data enables you to serve ads that align with a prospect’s stage in the buyer journey.
Focusing your efforts on a warm audience can amp up the efficiency of your ad spend and boost conversion rates.
Make the most of your ad dollars
It starts with your email list. Use email campaigns to drive traffic to a landing page. Visitors who engage with your page become recipients of your retargeting ads.
Next, customize messaging. Tailor your ads to the content your prospects have interacted with. For instance, if they viewed a blog about solving specific industry pain points, serve them ads highlighting related solutions.
Google and most social platforms offer retargeting. Google provides the broadest reach across its network, but some social platforms (or all) can be right for your prospects. Either way, retargeting is an efficient use of your ad dollars.
Retargeting isn’t just about repeating your email or landing page message—it’s an opportunity to build on the story. If your email focused on pain points, your retargeting ads might take them to the next step and highlight solutions or opportunities.
PRO TIP:
Combine retargeting with landing pages
To maximize their effectiveness, pair retargeting ads with a custom landing page. Each click on a retargeting ad should lead to a highly relevant destination that aligns with the ad content and audience.
For example:
A problem-focused retargeting ad
Drive users to a landing page by outlining solutions to their pain points.
An opportunity-focused retargeting ad
Direct users to pages highlighting growth potential, such as use cases or ROI calculators.
Tailored landing pages improve conversion rates, creating a smoother, more consistent experience for prospects. They also offer a fantastic opportunity for hyper-relevant retargeting.
Bringing email, landing pages, and retargeting ads together
Use the framework below to help map your campaign and structure your channels to work in harmony:
EMAIL JOURNEY
IF
AND
LANDING PAGE 2
LANDING PAGE 1
RETARGETING TO NEXT STAGE: INTEREST
RETARGETING ADS
Retargeting ads use cookies to track visitors to a designated landing page, then display ads to them on other websites or platforms to encourage them to return and take action.
EMAIL 1
EMAIL 2
EMAIL 3
LAUNCH DIGITAL ADS FOR REINFORCEMENT
Digital ads are a powerful tool for driving conversions, especially when combined with your email and retargeting efforts. For B2B audiences, LinkedIn offers sophisticated targeting capabilities, which lets you zero in on the exact decision-makers and influencers who matter most to your business. In contrast, B2C brands may opt for Instagram or Facebook, which leverage algorithms to display ads for potentially interested views.
Ultimately, your industry and audience should help determine which platform you utilize.
3 reasons why LinkedIn is ideal for B2B:
1 3 2
Precision targeting
Use your email list or target accounts to create highly specific audience segments all the way down to the role or department.
Professional focus
LinkedIn ads reach decision-makers in a professional context, enhancing credibility.
Efficient spending
While it is more expensive per impression, LinkedIn’s ability to minimize wasted spend makes it an incredibly valuable tool in your marketing tool belt.
Tap into the algorithm to stretch your budget — and visibility
In addition to LinkedIn, consider advertising through networks like Google Display to complement your campaigns. Though less precise, they can increase reach and reinforce your message across a broader audience. These kinds of ads strengthen brand visibility with mid-level influencers or stakeholders who may not directly convert but can influence decisions. When combined with retargeting, you can create a consistent narrative across channels.
PRO TIP:
Feed your list of target companies or contacts directly into LinkedIn’s Campaign Manager to ensure your ads get seen by the same audience you’re reaching via email. With two channels working together, your audience rate of recall and return will improve.
Make the most of your digital ads
The key to successful digital advertising is ensuring your messaging aligns with the buyer’s journey. Similar to the approach of your email content, ads should progress alongside your prospects’ level of awareness and engagement.
Use dynamic ads that adjust based on engagement data. For example, prospects who’ve clicked on an early-stage ad can be served more advanced content, like ROI calculators or customer testimonials.
Digital ads are the final piece of your demand generation puzzle, bridging the gap between awareness and conversion. When paired with email and retargeting, they ensure your prospects stay engaged at every stage of the buyer journey.
CLOSE THE LOOP WITH SALES
Demand generation isn’t just about bringing in a lead and walking away—it’s about creating a seamless experience for the prospect, and ultimately bringing in the sale for your company.
Bridge the gap between marketing and sales
Marketing and sales alignment is the backbone of an effective demand-generation strategy. Trust between departments drives more engaged teams and higher revenue outcomes. Share insights, collaborate on timing, and use feedback to optimize your strategy.
How each team can more effectively help each other:
Marketing
Save time and effort for the sales team by only passing leads who are qualified and ready to learn more. Enhance the prospect’s experience by equipping the sales team with talking points and messaging that align with your campaign.
Sales
Take advantage of the intel provided by the marketing team. By leveraging marketing messaging, data, and content, you ensure a more consistent buyer experience, reducing friction and building trust from start to finish.
Remember, you are the same team with the same revenue goals. Share successes together!
HOW TO ACHIEVE SALES AND MARKETING ALIGNMENT
Brief sales on the campaign efforts early so they feel part of the process.
WHAT TO INCLUDE
Regularly provide sales with key data on lead behaviors, engagement trends, campaign performance, and support materials like scripts and talking points.
EXAMPLE SCRIPT
Introduce yourself “Hi, my name is [Name], and I am reaching out regarding your interest in [Company/solution].”
Be upfront “I am proactively reaching out to highly qualified [industry] professionals who have indicated they may be facing problem [ XYZ].”
Identify common buying criteria
“We often hear from other [specific role]s that their main challenge is…Does this apply to you?”
Personalize the ask “One of the main reasons customers adopt [our product/service] is our ability to address...Do you have 1/2 hour in the next week for me to do a walk-through and short demonstration of our product and answer any questions?”
Affirm the value of the commitment “I think it will be helpful as you compare solutions to see how [our product] compares to [competitor product].”
Agree on lead handoff thresholds: Maybe it’s a lead score built from a combination of actions, or it’s a handful of single actions that indicate buyer readiness.
EXAMPLE THRESHOLDS
• Lead opens multiple emails and clicks on links
• Lead clicks on retargeting ads
• Lead downloads key contact piece
• Lead visits your pricing page
Capture input from sales on lead quality and adjust targeting or messaging accordingly.
Weekly check-ins or a dedicated Slack channel during a campaign can offer a direct line from sales to marketing to catch patterns. Feedback that’s important to hear and quickly address:
Leads are confused about what we do/offer
Leads are nowhere near a buying decision
Leads are inappropriate
Indicates your messaging is not working. Get more info from sales and adjust.
Indicates the handoff to sales is too early; increase your threshold for handoff.
Indicates your targeting or list may have problems.
YES, YOU CAN START WITH A COLD LIST AND CREATE ENGAGEMENT AND CUSTOMERS
Demand generation isn’t about throwing tactics at a wall and hoping something sticks; it’s about creating a system that works across the funnel. By layering strategies like email, retargeting, and digital ads with thoughtful—and practical— sales collaboration, you can nurture prospects into long-term customers.
The real win? Driving opportunities and revenue by delivering a buyer journey that feels seamless, valuable, and aligned every step of the way—by starting from a cold list! Begin building your demand generation engine today, and watch as cold leads transform into loyal customers.