Results at a glance

• 48 SQLs and 14 booked appointments across three months

• 72% of meetings with a CHRO or VP People, not a gatekeeper

• Six EMEA markets covered with cadence tuned to each one

A Texas platform, six markets, and nobody who had heard of it.

A US employee wellness platform wanted EMEA pipeline and had nothing to start from: no brand recognition in the region, no referral network, and procurement cycles for wellness platforms that routinely run three to nine months. Inbound was not going to produce anything on that timeline.

Six markets also do not behave the same way. Treating UK, DACH, UAE and the Nordics as one audience is the usual mistake, and it is why cold outreach into EMEA so often reads as generic. We ran one cadence and adapted its tone, timing and channel weighting per region.

Where they were

• Zero brand recognition in EMEA and no existing relationships or referral network

• Enterprise procurement for wellness platforms routinely spans three to nine months

• Limited inbound, so the entire pipeline had to be built from cold outreach

• No regional adaptation, so one message would have had to serve six different markets

Two channels, adapted six ways.

• LinkedIn. A three-touch sequence moving from connection request to a soft ask for a call, sharing resources to establish credibility before any sales pressure entered the conversation.

• Email. A four-touch cadence opening on the real cost of workplace presenteeism, then building through a pilot offer and an ROI calculator to a direct meeting invitation.

• Market adaptation. Tone, timing and channel mix tuned across six markets. UK and Ireland produced 40% of meetings; UAE responded better to email than LinkedIn; the Nordics wanted short copy and wellbeing data.

What changed

• 48 SQLs and 14 appointments booked inside three months

• Nearly three quarters of meetings held with a CHRO or VP People

• Cadence adapted per region, with DACH given two extra LinkedIn touches before email

• A repeatable dual-channel playbook the team can keep running

What moved in three months.

Account selection carried the campaign. Filtering for companies with a recent CHRO hire, headcount growth or a wellbeing announcement meant outreach arrived while the buyer had an active reason to care. After that it was speed: replying to warm signals within two hours and booking before interest cooled is what produced the 38% reply-to-meeting rate.

The numbers

• 48 SQLs generated

• 14 Appointments booked

• 72% With CHRO or VP People

• 6 days Outreach to meeting

• 6 EMEA markets covered

Engagement

• Client: Texas-based employee wellness platform

• Market: UK, Ireland, Germany, Netherlands, UAE, Nordics

• Engagement: 3-month outreach programme

• Channels: LinkedIn · Email

• Personas: CHRO · Head of People · Head of HRBP · VP People

• ICP size: 500+ employees

• Services: Market Expansion · Dual-Channel Nurture · Appointment Setting

• Focus: SaaS & AI · Employee Wellness · EMEA