Professional Training & Coaching
UK / Worldwide
SEM to Enterprise
For a business that's all about connecting Managing Directors for peer networking, prospecting is the perfect fit. Sopro emails feel like a personal approach, in keeping with the philosophy of the company, and deliver high lead rates at low cost.
MD2MD helps its members to improve business performance and become the best leaders they can be. It’s a peer support network of operational business leaders that support and challenge each other.
MD2MD does this primarily through peer challenge board meetings. These confidential meetings produce an environment that is hard to replicate: independent non-executives are there to advise, challenge and support.
MD2MD also facilitates speaker-led workshops on a variety of topics, two-day strategy events, and a mini-conference. It’s a multifaceted programme that helps business leaders to lead better.
MD2MD has been a Sopro client for years and has seen consistent results in that time.
Prospecting is the perfect fit for a business that’s all about connecting Managing Directors for peer networking opportunities. Sopro emails can reach MDs in a way that other channels often struggle to do. To the reader, the emails feel like a manual, personal approach; in keeping with the networking philosophy of the company.
When the pandemic hit, MD2MD were in trouble. They knew straight away that in-person meetings – the mainstay of their business model – would be on hold for the foreseeable future. Placing activity on hold, MD2MD reached out to their audience and discovered that the need for their service was greater than ever.
There was no rulebook for the pandemic, no training that could have prepared anyone for what to do next. Their ability to deliver the networking that was urgently needed, at least in their established format, was gone. So Managing Director Bob Bradley hatched a plan.
MD2MD decided to pivot and move the operation online during any lockdowns. Despite lacking the sense of connection of in-person gatherings, the virtual meet-ups did offer other benefits:
MD2MD and their Sopro team worked together on establishing the new messaging and building the new audience to deliver it to.
And while other marketing channels would be used in time, it was prospecting alone that could get that message out at speed, and contact the right people at that vital time.
And with the new global focus proving to be a hit with the target audience, it was Sopro’s prospecting that again proved to be the channel to grow the business, instantly allowing MD2MD to scale up.
Now that in-person events are back on the agenda, MD2MD has returned to hosting these valuable events alongside the online sessions. But now, their focus is global.
To date, Sopro has delivered over 2,300 leads for MD2MD, at an average cost per lead of £27.55. The lead rate (not just replies, but actual qualified leads) has been as high as 16%, and in almost four years it has never dropped below 4%.
|Company||Prospects engaged||Opened||Opened %||Responses||Response %||Leads||Lead Rate %||Cost per lead|
|1-10||11||4||36.36 %||4||100.01%||4||36.36 %||£6|
|11-50||1874||921||49.15 %||360||39.08%||166||8.86 %||£23|
|51-200||1525||721||47.28 %||232||32.18%||109||7.15 %||£28|
|201-500||457||186||40.70 %||60||32.26%||28||6.13 %||£33|
|501-1000||200||87||43.50 %||32||36.78%||14||7.00 %||£29|
|1001-5000||146||46||31.51 %||20||43.47%||11||7.53 %||£27|
|5001-10,000||26||12||46.15 %||3||25.00%||1||3.85 %||£52|
|10,001+||81||33||40.74 %||12||36.36%||2||2.47 %||£81|
‘We have been working with sopro for numerous years and have not found another service which delivers the same great return on investment. All of our campaigns have been successful and the team are always looking at different ways to ensure optimum engagement. ’