An audience brief
The industries, markets, company profile, buyer roles, and account exclusions that guide your campaign.
B2B lead generation
Start relevant conversations with potential buyers
We research relevant accounts, write your outreach, and prepare the campaign. Start with research and setup, or add ongoing support to turn buyer interest into sales conversations.
- Your team approves the audience and emails
- Research and setup, with optional campaign support
- For year-round outreach and pre-show conversations
Campaign support
Choose how much support you need
Start with the preparation, or scope help with running the campaign. Explore what each option covers.
Research and setup
Prepare the campaignGet the audience, prospect research, outreach copy, and setup plan ready. Your team takes it forward.
- Audience brief and account exclusions
- Researched prospect segments
- Email sequence ready for approval
- Sending review and handoff plan
Your part: Your team handles sending, sales replies, and meeting coordination.
Add campaign support
Keep outreach movingBuild on research and setup with ongoing support agreed around your campaign and sales capacity.
- Sending within the agreed campaign scope
- Message testing and campaign review
- Reply routing to your sales owner
- Reporting on conversations and next steps
Your part: Your team answers product and sales questions and leads the meetings. We agree follow-up responsibilities in your proposal.
Who it helps
New accounts, new markets, or an upcoming show
For B2B teams with a clear offer and specific buyers to reach. Plan outreach around your sales priorities, with or without a trade show.
Works best when you know the problem your offer solves, understand your customer value, and have someone ready to follow up.
Lead quality
Agree what makes a conversation worth having
Define the companies, buyer roles, and signs of interest that matter to your team. Keep an interested reply, a meeting request, and a confirmed appointment distinct.
Your team approves the audience and email copy before launch. Current customers, active deals, and do-not-contact records belong in the exclusion plan.
Scope and pricing
Know what you’re agreeing to before launch
Your audience, campaign window, sending setup, and follow-up needs shape the quote. We outline the deliverables, responsibilities, fees, and terms before work starts.
Bring your offer, target buyers, and launch date to the conversation.
- Initial research and setup
- The audience brief, prospect research, outreach copy, sending review, and handoff included in your engagement.
- Ongoing campaign support
- The sending, message updates, reply support, and reporting agreed for your campaign period.
- Tools and connected services
- Domains, mailboxes, and software, plus any separately scoped landing page, CRM, or automation work.
Channel comparison
Cold email or paid ads? Compare the fit
Cold email opens direct conversations with selected buyers. Ads can capture search demand or build awareness. Both need a relevant offer and sales follow-up.
- Who you reach
- Paid search & social adsReach people through search queries or audience targeting. Some platforms also support company, job-title, and contact-list targeting.
- Cold outreach with ExhibitantWe select companies and decision-makers that match your brief, then reach out directly with a relevant reason to talk.
- What you pay for
- Paid search & social adsMedia spend is billed according to the platform and campaign, often for clicks or impressions. That spend does not guarantee an attended meeting.
- Cold outreach with ExhibitantResearch, copy, sending setup, tools, and the campaign support in your quote. Deliverables, fees, and terms are agreed before work starts.
- The path to a meeting
- Paid search & social adsAn ad leads to a website or lead form. Your team or agency still needs to turn that interest into a qualified sales conversation.
- Cold outreach with ExhibitantAn email starts the conversation. Campaign support can include routing interested replies to your sales owner with buyer details and context. Your team answers sales questions and arranges the next step.
- The ongoing work
- Paid search & social adsSomeone needs to manage targeting, creative, landing pages or forms, tracking, budget, and optimization, alongside lead follow-up.
- Cold outreach with ExhibitantWe prepare prospect research, outreach copy, and setup. Ongoing sending, reply routing, and campaign review are scoped around your campaign. Your team approves the direction and leads sales conversations.
Frequently asked questions
Questions before you start?
Find the details about research, approvals, campaign scope, and sales follow-up.
7 questions about getting started.
Can we start with research and outreach setup?
Yes. Start with a defined engagement covering an audience brief, researched prospect segments, outreach copy, a sending-setup review, and an agreed handoff. Your team can handle sending and follow-up, or we can scope ongoing campaign support separately.
Do we need to be exhibiting at a trade show?
No. Outreach can support ongoing B2B prospecting as well as an event. We plan the message around a relevant reason to talk, such as a product demo, a business need, or an upcoming show.
What do you need from us to get started?
Your offer, target markets, buyer roles, relevant sales materials, and campaign timing. We also need your account exclusions and a named contact to approve copy and own sales follow-up.
We tried cold email before and it did not work. What would change?
We would first review the audience, offer, messages, sending setup, and replies from the previous campaign. That helps identify what needs a different approach before investing in more sending. A revised campaign still needs a relevant offer and a sales owner who can follow up; a different provider alone does not guarantee better results.
Our audience is very niche. Is outreach still worth exploring?
A narrow audience can make the brief more focused, but there must be enough relevant accounts to support the campaign. Share your ideal customers, buyer roles, geography, and exclusions so we can review the audience before agreeing the research scope. We would rather identify a limited market early than fill a list with companies that do not fit.
What if our offer or sales materials are not ready yet?
Start by clarifying who you help, the problem you solve, and the next step you want a buyer to take. Share the materials you already have so we can identify gaps before writing outreach. Branding, sales materials, or a landing page can be scoped separately when the campaign needs them.
We already have a sales team and run ads. Why add outreach?
Outreach gives your team another way to approach selected accounts with a relevant reason to talk. It can sit alongside ads, referrals, and sales prospecting rather than replacing them. Agree account ownership and exclusions first, then compare the useful conversations and opportunities each channel contributes.
B2B lead generation
Let’s plan your next outreach campaign
Bring your offer, target buyers, and campaign timing. We will talk through the audience, research and setup you need, and how interested replies reach your sales team.
info@exhibitant.com