B2B Lead Generation | Reading time: 5 minutes | September 28, 2026

How segmented B2B outreach generated 15 Sales Qualified Leads

Between October and December 2025, a commercial property company used a B2B lead generation campaign to create direct demand for available premises. GO MO built the campaign around the reasons different companies and decision-makers consider moving.

The client is a commercial property company in western Sweden with a property portfolio valued at over SEK 20 billion. The company’s name is withheld to protect client confidentiality.

~900
decision-makers reached
~80%
email open rate
18%
reply rate
15
Sales Qualified Leads

~900

decision-makers reached at potential tenant companies

~80%

email open rate

18%

reply rate

15

Sales Qualified Leads: companies showing real interest

Sales Qualified Lead: accepted a meeting or said they were open to discussion.

About the client

Commercial property in western Sweden

The client develops and manages office and commercial premises. One priority was to build awareness of, and commercial interest in, available space in a developing business district.

The campaign was set up as a controlled test of targeted email outreach: could it reach decision-makers directly and book meetings with them? The aim was to create demand among companies that might not yet be looking for new premises, and to learn which audiences and messages to scale next.

Before writing a single email, the campaign had to answer three questions. Which companies were a real fit for the location? Who inside those companies should hear about it? And what would make the area relevant to them?

Opportunity

Turning available space into a relevant B2B proposition

Commercial property has a long decision cycle. Few companies are looking for new premises on the day an email lands. To earn a reply, a message has to connect the location to something the reader already cares about.

GO MO treated the project as a go-to-market and audience challenge. First we identified the companies with the strongest potential fit. Then we gave each group a specific reason to consider the location.

Deliverables
→ICP and audience mapping
→Prospect sourcing and verification
→Audience segmentation
→Decision-maker identification
→Segment-specific value propositions
→Email copywriting and A/B testing
→Campaign setup and deliverability monitoring
→Performance monitoring and optimisation

Strategy

One location. Three reasons to care.

GO MO split potential tenants into three segments and wrote a separate value proposition for each.

Three segments, three subject lines
Segment 01 · Foodtech
Erik · Head of Operations, 25-person food innovation company
Test kitchen and office under one roof?
Segment 02 · HR
Anna · HR Manager, 40-person tech company
Does your office help you recruit?
Segment 03 · CEO
Johan · CEO, 45-person consultancy
Will your office fit the company in three years?

Personas and subject lines are illustrative examples of each segment.

Segment 01 · Foodtech
E

Erik

Head of Operations, 25-person food innovation company
Pain point
The test kitchen is in one building and the office in another.
The hook we used
Premises suited to food businesses, next to companies in the same field.
Sample subject line
Test kitchen and office under one roof?
Segment 02 · HR
A

Anna

HR Manager, 40-person tech company
Pain point
Competing for developers against employers with newer offices.
The hook we used
A workplace that supports recruitment and keeps the team together.
Sample subject line
Does your office help you recruit?
Segment 03 · CEO
J

Johan

CEO, 45-person consultancy
Pain point
The lease ends in two years and the team has already outgrown the space.
The hook we used
Room to grow, easy access for staff and customers, and an address that fits the brand.
Sample subject line
Will your office fit the company in three years?

Personas and subject lines are illustrative examples of each segment.

Execution

Segment-specific copy, three touches, continuous testing

Personalisation started with the reason for getting in touch. The property offer stayed the same, and each segment saw it through its own priorities.

01
Email 1
Segment-specific proposition
02
Email 2
Added context and visual material
03
Email 3
A short follow-up that kept the door open for prospects planning a move later

  • 01

    Search Search

    Email 1

    Segment-specific proposition

  • 02

    Search Search

    Email 2

    Added context and visual material

  • 03

    Search Search

    Email 3

    A short follow-up that kept the door open for prospects planning a move later

PreviousNext

Replies kept coming in after the second and third emails, which supports a multi-touch approach for offers with a long decision cycle.

A/B test: CEO subject lines

We tested two subject-line directions with the CEO audience. Variant B reached a 75% open rate against 60% for Variant A and was used for the rest of the campaign.

60%
Variant A
75%
Variant B · used
Example: Email 1, HR segment
FromLeasing Manager, client name withheld
ToAnna, HR Manager
SubjectDoes your office help you recruit?

Hi Anna,

Many tech companies we speak with compete for the same developers, and the workplace has become part of the offer.

We have flexible office space in a growing business district in western Sweden, with good transport links and room for the team to grow.

Would a 20-minute call be worth it to see whether it could suit your company?

Illustrative, anonymised example of segment messaging.

The result

15 Sales Qualified Leads from ~900 decision-makers

15 companies accepted a meeting or said they were open to discussion. They came from nearly 900 decision-makers reached, with an open rate close to 80% and an 18% reply rate.

What counts as a sales-qualified lead?
For this campaign, a sales-qualified lead was a decision-maker who accepted a meeting or said they were open to discussing the premises. Every lead matched the target profile: Foodtech companies in western Sweden, or companies in the region with 10-50 employees.

In commercial property, one new tenant can mean a multi-year lease. Fifteen open conversations from a single campaign gave the client a concrete sales pipeline to work on.

What a Sales Qualified Lead looked like

Each of the 15 SQLs was a reply like these. Six asked to book a meeting, and nine were open to a dialogue or asked to be contacted later. Three of the SQL replies, anonymised and translated from Swedish:

SQL · Meeting requested

“Thanks for getting in touch. We’d definitely like to hear more about your project. Do you have time for a phone call today? We could also book a short 20-minute digital meeting.”

SegmentFoodtech
IndustryFood research
Company sizeapprox. 5 employees
RepliedCo-founder
SQL · Meeting requested

“How exciting, it’s really become a great area already. Let’s set up a half-hour digital call at the end of the week. Do you have any suggested times?”

SegmentFoodtech
IndustryFood & beverage
Company size3,000+ employees
RepliedCommercial director
SQL · Open to discussion

“We have two offices where the leases are coming to an end, and we’re looking at alternatives. If we move, we’re looking for premises of around 350-400 sqm with a lift and a test kitchen.”

SegmentHR
IndustryMarket research
Company sizeapprox. 30 employees
RepliedHR manager

Anonymised replies. Names, locations and client details removed.

Campaign funnel
~900
Reached
~700
Opened
~160
Replied
15
SQLs

Bar lengths show each step as a share of the audience reached. The final step is drawn at a minimum width to stay readable.

Segment callout

30% reply rate in Foodtech

The smallest and most tightly matched audience gave the strongest response. Roughly three in ten Foodtech prospects replied, and 3 became SQLs.

Foodtech30%
All segments18%
SQLs by segment

6% of the audience, 20% of the SQLs

Foodtech was the smallest segment, around one in sixteen decision-makers reached. It produced one in five of the Sales Qualified Leads.

Share of audience reached
6%
HR + CEO · 94%
Share of SQLs
Foodtech · 3
HR + CEO · 12

What the data showed

Outbound as a go-to-market learning loop

As well as opening sales conversations, the campaign showed where market fit is strongest and which message to scale next.

→Audience fit: The niche Foodtech segment gave the highest reply rate and a fifth of the SQLs.
→Role relevance: CEOs and HR leaders needed different reasons to consider the same location.
→Testing: The CEO subject-line test identified the direction to use in future outreach.
About the author
Naghme Mehrooz
Naghme Mehrooz Digital Marketing Analyst and Project Coordinator Naghme is a Digital Marketing Analyst and Project Coordinator at GO MO Group.

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