Emerald Publishing is a global publisher of academic research and publishing services, working with universities, libraries and researchers around the world. Emerald briefed us to generate qualified B2B leads from decision-makers across the publishing sector.
We answered with an account-based LinkedIn campaign, timed to the build-up to International Literacy Day so the message landed when the sector was already paying attention.
The brief
Emerald needed a steady flow of qualified leads for its publishing services and research output. Volume alone was never the target. The leads had to come from named decision-makers with real budget and a genuine reason to talk.
That meant reaching a narrow, senior audience inside a small number of publishing organisations, and giving them a reason to engage that felt relevant rather than promotional.
The solution
We built an account-based LinkedIn campaign around a defined target list of publishers, matching creative and messaging to the roles we wanted to reach.
The activity was timed to the build-up to International Literacy Day. Anchoring the campaign to a moment the sector already cares about gave the outreach immediate context, lifted relevance and earned attention that cold promotion would not.
Audience targeting, ad creative and lead capture were tested and refined through the campaign, so budget moved towards the accounts and messages that were converting.
The impact
23 qualified leads from named target accounts
26,011 views across the campaign
Lead quality high enough to convert into live conversations
A repeatable account-based model Emerald can run again
The headline result was not the volume. It was the quality. The leads that came through were the right people at the right organisations, and they converted.
Why it worked
Account-based targeting put the campaign in front of a defined list of decision-makers rather than a broad sector audience.
A real calendar moment gave the outreach a reason to exist, which lifted relevance and response.
Continuous optimisation moved spend towards the creative and accounts that were delivering.
Work with us
Prohibition takes a fully integrated and insight-led approach to PR, social media, content marketing and video production.
If you need B2B lead generation that delivers quality as well as volume, get in touch with the team.
