48 SQLs. 14 meetings. New market.
A Texas-based employee wellness platform needed to enter EMEA with zero existing relationships. We built a coordinated LinkedIn and email outreach program targeting CHROs and VP People across six EMEA markets — generating 48 SQLs and 14 meetings in 3 months.
EMEA entry, cold start to pipeline.
Challenges
Objectives
Dual-channel nurture built on account selection, not volume — targeting CHROs at the exact moment their company was signaling a wellbeing investment, then earning the meeting through resources rather than repeated asks.
Six EMEA markets. One playbook.
Three tracks, one nurture cadence.
Each channel and market had its own approach, hover to see exactly how we ran it.
A 3-touch LinkedIn sequence building from connection request to a soft ask for a call, using shared resources to establish credibility before any sales pressure.
A 4-touch email cadence leading with the real cost of workplace presenteeism, then building through a pilot offer and ROI calculator to a direct meeting invite.
Adapting tone, timing, and channel mix across six EMEA markets to match how senior HR leaders in each region prefer to engage with new vendors.
A 3-touch LinkedIn sequence building from connection request to a soft ask for a call, using shared resources to establish credibility before any sales pressure.
Personalized connection note tied to a recent company people initiative, wellness announcement, or HR Tech event the prospect attended.
Shared a one-pager on wellbeing ROI metrics, positioned as a resource rather than a pitch, before any product mention.
Acknowledged company growth or headcount change with a soft ask: "Would a 20-min call be useful before [specific HR event]?"
A 4-touch email cadence leading with the real cost of workplace presenteeism, then building through a pilot offer and ROI calculator to a direct meeting invite.
Subject: real cost of presenteeism at [Company]. Body: 2 data points, 1 case outcome, calendar link.
Value drip: pilot offer, ROI calculator link, case study from a relevant EMEA market, kept short and actionable.
Personalized final touch to warm but unreplied prospects, referencing their organization's size and a specific wellbeing trend.
Adapting tone, timing, and channel mix across six EMEA markets to match how senior HR leaders in each region prefer to engage with new vendors.
CHRO, Head of People, and VP People in UK and Ireland responded to value-led messaging fastest, accounting for 40% of all meetings booked.
Head of HRBP and People Directors in DACH required 2 additional LinkedIn touches before email to build sufficient familiarity for a reply.
Nordics responded to short copy and strong workplace wellbeing data. UAE prospects engaged more through email than LinkedIn, reflecting different connect norms.