Equality Check

Equality Check faced two key challenges. The start-up needed to upscale its sales operations while managing a significant repositioning of its business. Having recently repositioned into a purely B2B software company, it needed to target a new buying persona with fresh messaging that highlighted its updated value propositions.

At the same time, the campaign was time-sensitive, and their sales and marketing teams were still in the early stages of development. This meant Sopro had to deliver high-quality leads quickly and support Equality Check in refining and launching their outreach within a tight timeframe.

The content added an extra layer of complexity, as the product focuses on Norwegian employment law. The messaging needed to be precise, professional, and tailored to resonate with a specialised audience.

Sopro needed to create a campaign that could adapt as Equality Check refined its new buyer persona. Flexibility was key, as the company was still working out how best to position its product for its updated audience.

To ensure the campaign’s success, Sopro took the time to fully understand Equality Check’s product and the challenges tied to Norwegian employment law. The team worked closely with Equality Check to craft accurate, professional, and on-brand email content, using their resources to ensure the messaging resonated with the target audience.

Norway’s relatively small market size posed another challenge: finding enough relevant prospects. Sopro carefully sourced and validated high-quality data to ensure the campaign reached the right decision-makers, helping Equality Check engage effectively in a niche market.

Sopro’s campaign helped Equality Check significantly improve its conversion rates at every stage of the sales funnel. From securing more sales meetings to increasing the conversion from meeting to sale, the results have been clear. Current closed deals have already covered the cost of the campaign, with multiple promising opportunities still in progress.

Equality Check’s product has broad appeal, relevant to almost all mid-sized and large companies in Norway across a range of industries. While this presents growth opportunities, it also poses challenges for a small sales team managing such a wide potential audience. By consistently delivering high-quality leads, Sopro ensured their pipeline stayed full, allowing Equality Check to focus on closing deals and driving growth.