Sopro
The State of Prospecting: five years of data, one category authority
the full story
A flagship B2B report built from 25 million emails and a buyer survey, written to be read rather than skimmed.
Headline results
- Emails analysed over five years
- 25m+Emails analysed over five years
- Key industries covered
- 82Key industries covered
- Email prospecting vs social media
- 3.8xEmail prospecting vs social media
The brief
Sopro, a B2B prospecting agency, had something most agencies only claim to have: five years of proprietary campaign data, plus a fresh survey of the buyers on the receiving end. What they did not have was a report. They wanted an authoritative flagship publication that made the case for their expertise without reading like a sales deck.
What we did
We authored and structured the whole thing, from the foreword and the narrative spine through the data sections to the customer case studies, then wrote the design brief so the visual treatment served the argument rather than decorating it.
The editorial job was mostly about restraint. Data this good does not need adjectives. We led with the findings, gave each one enough context to be useful, and cut anything that sounded like an agency talking about itself.
The result
A category-defining report drawn from more than 25 million emails sent across 82 key industries, with headline findings that got picked up and repeated, including the finding that email prospecting is 3.8 times more effective than social media.
It became the piece Sopro's team could lead with, and the reason a lot of conversations started warm.
“Their people management was fantastic, and a key part of their success.”
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