How Coveris used Sopro to combat a lengthy sales cycle and build a consistent and increased lead flow

As a large established packing and container provider, there was already a strong sales team in place. The problem was identifying and contacting potential new businesses. A lengthy sales cycle ate up most of their time, leading to an inconsistent pipeline with not enough people going into the top of the funnel. Sopro stepped in to run coordinated outreach, allowing the sales teams to pick up at the point of interest.

Coveris provide a variety of product packaging solutions to the many global food (and non-food) production industries.

This campaign is focused on identifying and engaging with small to mid-size, UK based companies in a range of industries.

Appropriate job titles include new product development, marketing roles and purchasing/procurement teams.

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Success metrics

Lead generation

Sopro generated over 2,300 leads for Cohaesus

Cost efficiency

Cost per lead ranged from £23 to £81, providing a significant return on investment.

Speed of messaging

The flexibility of the campaign allowed Cohaesus to pivot their business to adapt to the new conditions.

Major lead source

Sopro is a major and reliable lead source for Cohaesus, significantly contributing to their sales pipeline and overall growth.

Company

Website

https://coveris.com/

Location:

UK

Product/Service

Packaging and containers

Deal cycle

6-12 months

Size

50-5,000

Location

UK

Role/Function

Senior Procurement, Product, Commercial & Marketing roles

Objectives

The objective is to drive sales opportunities into the Coveris sales team. The intro should introduce Coveris and lead into the logic for a brief call to discuss how Coveris might support the prospect in solving one or two of the likely pain points.

Campaign performance breakdown

Sector	Prospects	Opened	Opened %	Responses	Response %	Leads	Lead Rate %	Cost Per Lead
Food & Beverages	1097	430	23%	101	9%	36	3%	£61
Food Production	695	293	27%	87	13%	53	8%	£26
Electrical/Electronic Manufacturing	248	116	25%	31	13%	5	2%	£99
Retail	110	43	39%	1	1%	1	1%	£220
Consumer Goods	45	14	31%	2	4%	2	4%	£45

Company Size	Prospects	Opened	Opened %	Responses	Response %	Leads	Lead Rate %	Cost Per Lead
1-10	10	4	25%	1	10%	1	10%	£20.0
11-50	772	409	34%	87	11%	35	5%	£44.1
51-200	461	182	26%	52	11%	21	5%	£43.9
201-500	234	82	22%	25	11%	11	5%	£42.6
501-1000	128	37	20%	14	11%	3	2%	£85.3
1001-5000	348	130	24%	30	9%	16	5%	£43.5
5001-10,000	193	36	11%	11	6%	3	2%	£128.7
10,001+	303	80	16%	15	5%	6	2%	£101.0