Soho
Sampling

Context & Challenge

Soho Sampling was launched as a new product sampling agency spun out of an established brand activation business. While delivery capability and industry knowledge were strong, the new venture had no defined go-to-market structure. There was no formal proposition, no sales pipeline, no marketing infrastructure, and no repeatable process for generating opportunities.

The founder was confident in what they could deliver, but prospects were not yet seeing a clear commercial story. New business relied heavily on networks, making growth unpredictable. The priority was clear - build a functioning commercial engine quickly, and start generating credible market traction.

Decision & Approach

Early conversations explored several options, including outsourcing lead generation, or investing in tactical marketing activity. However, it became clear that activity without strategic foundations would not solve the core issue. Soho Sampling needed:

A defined proposition that resonated with brand and agency buyers

Consistent messaging across outreach, proposals, and presentations

A structured pipeline system to track, prioritise, and progress opportunities

Rather than layering execution on unstable foundations, we agreed to build the commercial function from the ground up, combining proposition development, sales infrastructure, marketing, and hands-on opportunity generation.

Execution

The work focused on creating both strategic direction and operational capability.

We developed a new brand proposition and messaging framework rooted in buyer needs, not service descriptions. This became the foundation for all outward-facing communication.

From there, we built the sales infrastructure:

Sales enablement materials including credentials deck, case study formats, and proposal templates

A customised CRM system to capture, manage, and progress leads

A defined lead universe of 676 target companies, segmented into 148 high-priority accounts

To activate the system, we launched targeted LinkedIn outreach:

70 prospects contacted

25 new senior-level connections secured (36% acceptance rate)

Ongoing thought-leadership content published via personal and company LinkedIn channels, including a regular newsletter to build credibility and visibility

This created a repeatable new business engine rather than one-off outreach bursts.

Outcomes & Impact

Within four months, Soho Sampling had:

A fully operational sales and marketing function

A defined and differentiated market proposition

A live CRM and prioritised target account list

A repeatable outreach process

Five active commercial opportunities, with two progressing in pipeline

Early traction with leading FMCG and consumer brands

Instead of relying on informal networks, the business now had a structured, scalable route to market and a platform for sustained growth.

From Reputation to Market Leadership

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