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How Coveris used SoPro campaigns to drive sales without building out internal business development teams

Company profile

Location:

UK

Product/Service:

Packaging and containers

Deal cycle:

6-12 months

Target profile

Location:

UK

Company size:

50-5,000

Role/Function:

Senior Procurement, Product, Commercial & Marketing roles

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 salesteams to pick up at the point of interest.

Headline Results

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£51 cost per lead
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4% lead rate
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10% response rate
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£51 cost per lead 4% lead rate 10% response rate

Company description

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 Food Production companies.

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

 

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

Here's how the campaign performed across each of the industry verticals and company size brackets in scope.

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

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