A US-based HR Tech company struggled to penetrate the EMEA market for its AI-powered talent retention platform. Prospect Precise delivered an Install Base MQL campaign, generating 1200 MQLs and reaching 270 enterprise accounts in just 3 months.

The Challenge

The client faced challenges in penetrating the highly competitive EMEA market dominated by tech giants offering comprehensive HCM suites. Struggling to target the right accounts and decision-makers, the company struggled to generate demand effectively, resulting in a weak pipeline.

Navigating a high-competition market: Targeting enterprise organizations (500+ employees), many of whom already used integrated HCM suites built by HR Tech titans, the client struggled to establish its product differentiation as a specialized talent retention platform.

Targeting the right accounts: The client faced difficulties narrowing down its ICP to identify businesses whose existing HCM didn’t fulfil their talent retention goals and were actively searching for advanced solutions.

Personalization amidst GDPR & language diversity: To drive brand awareness and generate demand, personalization is mandatory. But in the GDPR-dictated European market with varied languages, the client couldn’t effectively personalize its marketing efforts to engage key decision-makers in high-value accounts.

Adapting to EMEA’s regional pain points: The client lacked substantial knowledge of EMEA’s regional talent retention needs and decision-making processes. This led to irrelevant messaging, failing to connect the platform’s capabilities to prospects’ unique pain points.

The client needed a strategic marketing partner with SaaS lead generation expertise and in-depth EMEA market knowledge to drive demand among high-value accounts. Prospect Precise was selected for its proven ABM track record.

The Solution: Install Base MQL Campaign

Prospect Precise proposed an Install Base MQL campaign to generate high-quality MQLs by targeting customers of competitor HCM solutions. The campaign focused on enterprises with 500+ employees, targeting prospects with the authority to decide upon buying talent retention solutions.

ICP Refinement with Install Base: Using install base data to refine the ICP, we identified high-value accounts that used competitors’ all-in-one HCM products. Working closely with the client’s marketing and sales teams, we identified key decision-makers in each account (CHROs, talent management specialists, IT heads, etc.) and created detailed buyer segments.

Personalized Email Outreach: Our research and marketing teams collaborated to execute a highly personalized, GDPR-compliant email campaign. Leveraging install base data like churn indicators, tech stack, contract renewal dates, etc., we designed an extensive email roadmap for each buyer persona, account and decision-maker.

Localized Content Syndication: We crafted a comprehensive content syndication campaign to fix low asset downloads. We localized assets (whitepapers, guides, case studies) and created region-specific landing pages for key EMEA markets. Our targeted content dissemination ensured that we hit the right pain points of each prospect and highlighted competitive value.

Localized Content Syndication We crafted a comprehensive content syndication campaign to fix low asset downloads. We localized assets (whitepapers, guides, case studies) and created region-specific landing pages for key EMEA markets. Our targeted content dissemination ensured that we hit the right pain points of each prospect and highlighted competitive value.

Results

The campaign delivered strong results within 3 months:

1200

MQLs generated

270

New enterprise
accounts reached

175%

Increase in asset
downloads

75+

Product demo
requests

Actionable Sales Pipeline: Our install base data and strategic outreach revitalized the pipeline with 380 MQLs within the first month, 70 of which met BANT criteria.

Enhanced Brand Reach: The campaign engaged 270 enterprise accounts, significantly positioning our client as a talent retention leader in the highly competitive EMEA market.

Shortened Sales Cycle: Our localized landing pages and prospect-specific asset dissemination established trust with the right decision-makers faster. This made nurturing easier for the client’s sales reps, ultimately accelerating conversion timelines.

Conclusion

Prospect Precise’s Install Base MQL campaign created a steady, high-quality MQL pipeline, helping the HR Tech client penetrate a highly competitive foreign market. Through personalized messaging and localized content syndication, we successfully engaged the right decision-makers, driving substantial demand and creating actionable sales opportunities.