EK Brand Case Study: Building A Consistent Sales Pipeline Through Compelling Communication

The Challenge:

Emmerson Kitney wanted to extend their reach and drive meaningful engagement with potential new clients. They needed a campaign that would cut through inbox noise, build awareness, and generate warm leads to support their ambitious growth targets. Central to this was creating a consistent sales pipeline, built on compelling communication that delivered tools and insights to enhance recipients’ working lives.

 

What We Delivered:

We designed and delivered a series of highly targeted comms. campaigns to a curated audience of 929 potential new clients. The campaigns combined sharp mail messaging, tailored value add content, structured sequencing and coordinated social media posts to engage, build credibility and deliver with impact.

Content generation was handled through consultation with the Emmerson Kitney team, meaning they could focus on their day jobs, while we created material that aligned with their expertise and voice.

To ensure each message delivered genuine value, the content featured:

• Salary Reports providing up-to-date benchmarking for executives in the Humber region.
• Insights into the evolving jobs market across the Humber, giving context on emerging trends and challenges.
• Leader Checklists with practical tools to support decision-making and people strategies.
• Skills-based hiring insights helping clients refine recruitment approaches.
• AI integration in recruitment guidance on how technology is shaping hiring processes.
• Sector-specific opportunities in renewables, logistics, and manufacturing — spotlighting growth areas for regional employers.

All content reinforced the Emmerson Kitney’s differentiators:

• Market & Talent Knowledge: Deep insight into the Humber’s evolving industrial landscape.
• Local Experts: A decade of connecting top executives with businesses like yours.
• Proven Outcomes: 95% retention rate after 12 months – we get it right, first time.

 

Headline Results:

• Campaigns delivered to 929 potential new clients
• Initial mail achieved an open rate of 40%+ with 30.9% engagement
• 167 hot contacts generated from the first phase of the campaign
• Transformational increase in client engagement
• Performance far exceeding B2B benchmarks: industry averages are 20–25% opens and 2–3% click-throughs, compared to EK’s 40%+ open rate and 30.9% engagement.

 

The Importance of Considered Content Design:

Success was driven not only because the content was considered and compelling but because we delivered a fully coordinated marketing approach, including:

• A social media campaign with messaging aligned to email delivery

• Blogs and value-add collateral to deepen engagement

• All content delivered on a coordinated timeline to maximise impact

Each email and supporting content piece was designed to provide real value:

• Highly considered and relevant content

• Optimised emails for clarity and accessibility

• Clear, frequent calls to action to maximise engagement

This approach turned passive prospects into active conversations, driving engagement at scale.

 

The Impact:

The campaign has been truly transformational for Emmerson Kitney. By strategically targeting the right audience, delivering value-driven content, and driving engagement at scale, the business has seen a significant boost in market presence and client activity.

“The campaign has been nothing short of transformational for us. The support that Lead Talent has provided in delivering our recent Mailchimp campaigns has been nothing short of exceptional, extremely well planed and executed. It has enabled us to build a consistent sales pipeline of engaged prospects and clients. By turbocharging our engagement with new clients it has directly contributed to a significant increase in brand awareness and presence which in turn results in increased vacancies for Emmerson Kitney.”

David Kitney, Managing Director

 

Ready?

Ready to raise your profile, engage your audience, and build your sales pipeline? We can help.

Call Jonathan Palmer, Head Of Brand

M: 07714 034441
E: jonathan.palmer@lead-talent.co.uk

Let’s talk about how Lead Talent can support you in building your brand and unlocking your true potential for a cost significantly less than an internal hire.

About Jonathan Palmer

I am a Brand Expert at Lead Talent with over 20 years’ experience helping global brands, UK retailers and growing SMEs build stronger, more commercially effective brands through strategic thinking, creativity and authentic customer connection. I specialise in helping businesses create clear brand identities, meaningful engagement and digital experiences that build trust, strengthen visibility and support sustainable growth. Give me a bell. It’s always better to talk.