Planning a Successful B2B Email Campaign

It depends on your sales process.

If you want people to actually order something online, a successful campaign will take them from interest in the subject to desiring the benefits of what you offer to obtaining that benefit through you (placing an order).

If your process involves face-to-face selling, a successful campaign will result in leads for your sales team that are already half sold. Instead of having to hit leads with the full-court press, your team can make sure you are a match and start outlining the scope of a deal.

If your typical client is a larger corporation, a successful campaign will position you as the most desirable solution to the actual decision makers. Your job becomes less about making a sale and more about helping said decision maker navigate his company's process to get a successful purchase order or requisition.

Bottom line, you plan a B2B campaign to accomplish your goal.

I know this is vague, but so was your question.

Edit: I forgot to mention that many successful B2B email campaigns are as much about retention and expansion with existing clients as they are about generating new sales.

Unfortunately your question is unclear because each campaigns is different. So they have different goals.I think you should to upgrade your question. After that I will help you more.
But now I give you one the most important tip: before you start selling you have to find your ideal customer profile. I mean you have to know which company will get the most benefit from your solution and buy from you