Professional training and coaching
Owners, Founders, CEOs, Directors, Co-founders, Co-owners
StartUp 2 StandUp needed to build out their marketing function to increase growth. They were impressed by the results of the prospecting campaign and the ongoing improvement driven by their Sopro team.
Startup 2 Standup helps entrepreneurs and business owners to improve and to grow their businesses with peer-to-peer member groups offering support, advice and networking.
Startup 2 Standup’s members are a diverse group. There are founders with a wide range of backgrounds and experience. While some members are just starting out on their funding journey, others have had four or five successful exits, and are now embarking on a new startup journey.
This diversity gets to the heart of the Startup 2 Standup offering. Groups of founders – around 12 to 15 in number, headed by an experienced chairman – meet once a week. It’s a place they can get support and help each other with ideas and solutions, communicate, network, and collaborate.
Originally, Startup 2 Standup relied on word of mouth to grow their business. With a membership of founders who are always networking, recommendations and glowing testimonials saw the business grow steadily and reach critical mass.
And while the membership continues to grow in this way, they decided additional marketing was needed to complement the referrals and accelerate growth.
The onboarding meeting defined the ideal target audience, deep dived into the Startup 2 Standup service, and discussed the messaging that attracts that audience to their service.
But when the suggested email content was sent over for approval, the co-founders were initially surprised at the format. They worked with the team and tested different content. In the end, Sopro’s suggested content – developed from years of prospecting experience – won out.
Sopro originally designed a prospecting campaign based around Startup 2 Standup’s existing membership. But once the campaign kicked off and the team at Sopro continued analysing the data, they suggested a change to the targeting. It saw the results improve even further:
Of course, the main campaign objective is to engage founders and business owners to drive member signups. But the campaign had an interesting secondary benefit – market research. Startup 2 Standup leveraged feedback from those conversations to modify their business model – further driving the success of the business.
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