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How Green Cross Training used SoPro campaigns to drive sales without building out internal business development teams

Company profile

Location:

UK

Product/Service:

First Aid and Paediatric Courses

Deal cycle:

3 months

Target profile

Location:

UK

Company size:

All

Role/Function:

HR and H&S roles

How Green Cross Training got more from their sales team by leaving prospecting to Sopro

Headline results

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$46 cost per lead
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7% lead rate
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22% response rate
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£29 cost per lead 7% lead rate 22% response rate

Company description

Green Cross Training are the largest independent provider of health & safety, first aid training and e-learning. GTC have 50 sites across the UK wide meaning they can offer in-house or onsite training nationally.

Only The Red Cross and St John’s Ambulance can offer the same coverage and GTC are 40% cheaper than both. Their flexible approach and wide range of services makes them a one stop shop for many of their clients.

GCT work with some superbrands – clients including Tesco, BT, Asda, Sainsburys, Debenhams.

Objectives

The purpose of the campaign is to engage with Health and Safety and HR roles and invite the prospect on a call to offer training courses in Mental Health and Paediatric.

Our solution

Green Cross Training have some ambitious growth targets that would be difficult for the current sales team to achieve. Rather than add to the headcount, GCT use Sopro to run all the prospecting activity so the existing sales function can be much more efficient with their time.

Campaign performance

Sector Prospects Open Rate % Response Response % Leads Leads % Cost per lead
Government Administration 845 20.31% 300 35.50% 104 12.31% £15.83
Financial Services 833 25.01% 110 13.20% 31 3.72% £46.19
Construction 385 28.24% 87 22.59% 24 6.23% £29.08
Non-profit Organization Management 361 28.06% 113 31.30% 29 8.03% £23.79
Law Practice 330 41.25% 79 23.93% 23 6.97% £24.70
Information Technology and Services 320 14.44% 35 10.93% 8 2.5% £65.25
Banking 308 16.29% 47 15.25% 11 3.57% £51.64
Food Production 303 17.88% 79 26.07% 29 9.57% £18.14
Education Management 292 31.78% 90 30.82% 28 9.59% £18.93
Insurance 277 14.32% 48 17.32% 18 6.5% £27.00

 

Company Size Prospects Open Rate % Response Response % Leads Leads % Cost per lead
201-500 400 23.06% 86 21.5% 26 6.5% £29.46
5001-10,000 1152 19.05% 256 22.2% 87 7.55% £23.15
501-1000  1842 23.75% 486 26.38% 178 9.66% £19.99
10,001+ 2594 21.32% 430 16.57% 118 4.55% £37.66
1001-5000 3488 22.39% 816 23.39% 256 7.34% £23.62

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