Building a Global Pipeline for the Publishing Technology Industry

The Problem

A digital publishing platform targeting a highly fragmented global audience — including independent magazine publishers, academic journal editors, university presses, and editorial directors — needed to build a structured outbound pipeline from scratch. These decision-makers are difficult to reach through traditional advertising channels, requiring a scalable approach to generate conversations across multiple regions and publisher segments.

Our Approach

We deployed a multi-profile LinkedIn outreach campaign covering five distinct publisher audiences: USA publishers, Asian publishers, European publishers, EMEA, German publishers, and academic institutions. Each campaign was targeted by geography, company size, and editorial role. In 2026 we expanded into academic societies, royal colleges, government education bodies, and key international book fairs including Frankfurt, London, and Bologna. A parallel email campaign was run to verified publisher email addresses.

What We Did

• Sent 7,444+ LinkedIn connection requests across multiple profiles and campaign waves
• Achieved a 22.6% connection acceptance rate in Phase 1 (765 accepted out of 3,379 sent)
• Achieved a 39.2% acceptance rate in Academic & Universities campaign
• Delivered 50.9% reply rate in Asia Publishers campaign
• Sent 998 emails in the first email campaign wave with consistent delivery
• Ran campaigns at Frankfurt Book Fair (Hall 3.1 and Hall 4.0) and Bologna Children's Book Fair
• Launched campaigns in Australia (25.9% acceptance rate, 27.6% reply rate)
• Generated 43 qualified leads in Phase 1 LinkedIn campaigns alone
• Generated 23 additional leads in 2026 campaign phases

The Result

A global publishing pipeline was established across 10+ countries, generating 66+ qualified leads across two campaign phases. The outreach opened conversations with Publishing Directors, Editorial Directors, CTOs, and Managing Directors across the USA, UK, Europe, Middle East, and Asia-Pacific, leading to an expanded engagement and continued campaign growth.