10 CHRO meetings. Zero prior clients.
An AI platform enabling 1:1 employee conversations at scale needed its first EMEA pilot customers. We built a precision account-based outreach program that generated 10 qualified CHRO meetings for a brand no one in Europe had heard of yet.
First clients. New market.
Challenges
Objectives
Account-first targeting based on active employee experience signals — then a dual-channel cadence built to earn trust with a low-friction pilot offer before any sales conversation started.
Signal-first, offer-led.
Each track had its own approach, hover to see exactly how we ran it.
Prioritizing companies with active employee experience signals: recent eNPS initiatives, engagement announcements, or Best Place to Work certifications.
A 2-3 touch connection-to-conversation sequence designed to establish credibility with CHROs before email arrived, using a resource share rather than a pitch.
A 4-5 touch value-led cadence that built from industry data through product proof to a direct pilot invitation, keeping each touch relevant to EMEA enterprise HR leaders.
Prioritizing companies with active employee experience signals: recent eNPS initiatives, engagement announcements, or Best Place to Work certifications.
Companies with recent employee engagement announcements, eNPS initiatives, or "Best Place to Work" certifications prioritized, as signals of active HR investment.
CHRO, Head of HR, VP People, and Employee Experience Lead at 500+ employee companies across UK, Ireland, DACH, and Nordics.
Decision-maker name, seniority, conversation history, stated pain point, and suggested discovery angle handed to the sales team before each call.
A 2-3 touch connection-to-conversation sequence designed to establish credibility with CHROs before email arrived, using a resource share rather than a pitch.
Connection request followed by a resource share (AI in HR trends report), then a pilot offer framed as "run it with 50 employees, measure the signal." No hard sell before touch 3.
"Run it with 50 employees" reduced the perceived commitment to zero, making it easy for CHROs to engage as evaluators rather than buyers.
Bespoke final message referencing a specific company initiative: headcount growth, restructuring, or a recent people strategy announcement.
A 4-5 touch value-led cadence that built from industry data through product proof to a direct pilot invitation, keeping each touch relevant to EMEA enterprise HR leaders.
First touch opened with an industry stat on the cost of employee disengagement, not a product pitch, giving CHROs a reason to engage before trusting a new brand.
Product explainer video link, then a case methodology from a comparable engagement, building familiarity step by step.
ROI framing followed by a direct pilot invite, completing the journey from awareness to an easy yes for a low-commitment evaluation.