Blogs & ideas

Become the go-to provider in your field. Six specific steps.

Email marketing
Become the go-to provider in your field. Six specific steps.

By Rebecca Burrows 3 min read

Yellow lightbulb icon

Becoming the go-to training provider.
The 6 specific steps that transformed a small Trust.

This blog is packed with ideas on how to stand out in a crowded market place.

It shares the real story of the Suzy Lamplugh Trust. 

Despite being a small charity, with a tiny sales & marketing team - they aimed high. 

The question they asked us was how could they become the first choice for training in personal safety and lone working?

With limited resources but boundless determination, they sought to expand their reach and impact.

Here are the 6 steps they took:

Step 1. Understanding the Need.

The Trust's services are more crucial than ever:

  • Rising Aggression: Increased since the Covid pandemic.
  • Stalking Awareness: 94% of femicides show signs of stalking.
  • Legal Changes: The Worker Protection Bill in 2024 makes workplace sexual harassment an offence.

Step 2. Embracing Personalised Lead Nurturing Instead of Email Blasting.

The Trust transitioned from one-off email blasts to a more dynamic approach using a platform called Dynamo:

  • Automating: Choosing a platform simplified the time consuming and disparate activity of buying data, setting up campaigns, and knowing who the hottest prospects were meaning the Trust could achieve more.
  • Targeted Awareness Journeys: Instead of generic emails, Dynamo crafted personalised journeys based on each prospect's interests and needs.
  • Real-Time Engagement Tracking: Dynamo’s lead scoring highlighted when prospects were most engaged, optimising the timing for follow-ups.

Step 3. Harnessing Inclusive Marketing Data for Broader Outreach.

The Trust leveraged Dynamo's inclusive data feature to expand their reach:

  • Data Matching: Fresh data was added automatically each week to ensure a continuous flow of quality prospects and stable growth of the campaign.
  • Focused Targeting: Prospects were chosen based on their alignment with the Trust's best customers, ensuring better engagement from the outset.
  • Budget-Friendly Expansion: Increased outreach without additional costs, made it easier to stay within budget constraints.

Step 4. Creating Engaging LinkedIn Profiles and Organic Connections.

A targeted approach on LinkedIn brought a surge in quality connections:

  • Friendly and Approachable Profiles: The team were trained on how to optimise their profiles and create organic content.
  • Sales Navigator: Utilising LinkedIn's Sales Navigator, they were coached how to make friendly approaches with precise targeting of decision-makers.
  • Personalised Outreach: One-to-one communication plans facilitated genuine connections, bypassing gatekeepers.
  • Impressive Growth & Inbound: 591qualified first-degree connections secured in 4 months. “I’ve had a lot more emails and LinkedIn messages asking about what we can offer”, Helen Burrows, Senior Business Development & Partnerships Officer.

Step 5. Amplifying Results with Selective Social Advertising.

Selective advertising on key platforms boosted visibility and engagement:

  • Facebook and Google Ads: Outperformed industry averages with a 6% CTR on Facebook and 9% on Google.
  • Remarketing: Achieved an 8% CTR for remarketing on Facebook.
  • Channel Optimisation: Focused on top-performing platforms and phased out less effective channels for better ROI.

Step 6. Monitoring and Adapting for Continuous Improvement.

Constant monitoring ensured strategies were effective and adaptable:

  • Performance Tracking: Regularly checked website analytics to understand user behaviour.
  • Engagement Analysis: Used data to measure engagement rates and adjust content strategies.
  • Feedback Loop: Actively sought feedback from prospects and partners to refine approaches.
  • Adaptive Strategy: Used insights to tweak Dynamo journeys, LinkedIn outreach, and advertising campaigns for better results.

Impact of These Steps:

  • Quality Over Quantity: Achieved 235 high-quality enquiries and 865 sales leads within a year.
  • Enhanced Website Engagement: Visitors spent an average of 12.5 minutes on the website with 2.6 sessions per user.
  • Increased Awareness: More organisations and decision-makers became aware of the Trust's services, reducing the need for constant promotion.
  • Cost-Efficiency: Achieved these results without expanding the marketing team or exceeding the budget.

Closing Thoughts

The Suzy Lamplugh Trust's success story isn't just about ambition; it's about strategic implementation and continuous adaptation. By taking these specific steps, they not only expanded their reach but also established themselves as the go-to training provider in their industry. If you're aiming for similar growth and recognition, consider these actionable insights and start transforming your approach today!

Share this blog

Our stories and ideas direct to your inbox