MD2MD

MD2MD has been a Sopro client for years, using prospecting to connect with Managing Directors for peer networking opportunities. 

Over the years, the company has seen consistently strong results. After all, prospecting was ideal for their business model: it was in keeping with their networking philosophy and allowed them to reach decision-makers that inbound channels struggled to engage.

When the pandemic hit, MD2MD’s in-person meet-ups—the core of their business—were no longer viable. They quickly discovered demand for their services remained strong, but they needed to adapt their delivery model to survive.

With Sopro’s support, they pivoted their approach and targeted a new audience to ensure they could keep growing in challenging circumstances.

MD2MD moved its operation online, creating virtual meet-ups that opened the door to a global membership and international guest speakers. Working with Sopro, it updated its messaging to reflect this shift and built a new audience to target. Sopro’s prospecting ensured that MD2MD could reach the right prospects quickly and effectively during this critical time.

The global focus proved to be a hit, with Sopro’s outreach enabling MD2MD to scale rapidly. As prospecting delivered quick and consistent results, MD2MD tripled its spending on Sopro campaigns, allowing it to recruit significantly more members and strengthen its leadership network.

Once in-person events became possible again, MD2MD returned to hosting face-to-face events alongside online sessions, but the global focus remained.

Sopro’s campaigns were instrumental in helping MD2MD navigate their pivot to a global, virtual model during a critical period for the business. By reaching a new audience across Europe and beyond, MD2MD rapidly expanded their membership base, growing faster than ever before.

The transition to global outreach proved a huge success, with prospecting driving the results. MD2MD tripled their prospecting spend, which directly led to tripling their membership, onboarding twice as many members in nine months as in the previous 15 years.