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◇ Case study · Sales training
Sales Training Agency
SOCO.
SOCO trains sales teams across Asia-Pacific, and its founder Tom Abbott is the reason most clients arrive. The question was which value proposition to lead with, and for which buyer.
We put the same offer — time with Tom — in front of several personas at fast-growing companies, and iterated the messaging until one version clearly outperformed the rest.
◇ Snapshot
- The brief
- Test and validate value propositions across several buyer personas, with no internal outbound resource.
- Who they needed to reach
- CROs and VPs of Sales at fast-growing companies.
- Market
- Singapore and Asia-Pacific.
- Channels
- Cold email and LinkedIn.
- Timeline
- Six months, 2024 to 2025.
20
Meetings booked
50+
Micro campaigns run
3
Markets covered
Before
- Several plausible personas and no evidence between them
- No internal resource for outbound experimentation
- A value proposition that had never been tested at volume
- Messaging settled by opinion rather than reply rate
After
- 20 meetings booked
- A single offer tested across multiple personas
- Messaging iterated until one version outperformed
- Fast-growing companies identified and targeted deliberately
◇ Challenge
The challenge
SOCO was looking for an agency to help test and validate different value propositions across multiple buyer personas, as they didn't have internal resources dedicated to outbound experimentation.
◇ Approach
One offer, several audiences, measured.
- 01
How we ran it
We identified fast-growing companies and targeted their CROs and VPs of Sales with personalized outreach. The offer was a one-on-one session with Tom, SOCO's founder, to discuss common pain points faced by scaling sales teams and explore practical solutions.
◇ Results
20 meetings, and a proposition that holds.
Six months produced 20 booked meetings with CROs and VPs of Sales at fast-growing companies.
The offer was a one-on-one session with the founder about the problems scaling sales teams hit — specific enough to be worth an hour, and the same across every persona, so the differences in reply rate meant something.
Do you know which persona actually answers?
Book a 30-minute audit →◇ In their words
“I loved Growth Rhino's hands-on, test-and-learn approach. They didn't settle for 'good enough'—they iterated on messaging until we nailed a value proposition our audience truly connects with. That kind of experimentation delivers real impact.”
Tom Abbott · Co-Founder, SOCO Sales Training
◇ Let's talk
Want the proposition tested before you commit to it?
We hold the offer steady, vary the audience, and iterate until the replies tell you where to aim. Thirty minutes to scope it.