BtB Marketing Communicationswww.btbmarketing.comBtB Marketing Communications is a full-service business-to-business marketing communications firm.  BtB provides media planning and buying, excellent creative, tradeshow design, website development, interactive marketing and much more!

ChallengeIn business for more than 20 years, BtB Marketing Communications is proud to say that a majority of their new business comes from referrals. As we all know, we cannot count on referrals for 100% of our business, so just like most companies, BtB has always used inside sales professionals to keep the flow of business coming in. In 2009, when one of their internal inside sales professionals who handled much of the new business efforts for BtB decided to move on in her career, BtB was faced with the question as to continue this position internally or outsource it externally.

BtB knew they wanted a more disciplined and organized process of funneling a wide range of business leads into solid leads. Although they knew who they needed to target and where to find those leads, they also knew the reality of keeping this role internally would be a challenge due to employee time restraints as they focus on current clients as well as potential leads. They called Randolph Sterling, Inc. to discuss the process further.

BtB decided to take this opportunity to try a new approach and use the outside services of Randolph Sterling to focus primarily on funneling in new, solid leads for the sales team at BtB.

ProcessRich Burghgraef, President and CEO of Randolph Sterling, Inc. sat down with the executive staff at BtB to get a better understanding of their business and goals. Rich explained the outsourced sales solutions that Randolph Sterling could provide to BtB’s targeted accounts.

The staff at BtB and Randolph Sterling worked together to come up with a plan to organize the vast number of potential prospects that came into their space through marketing efforts and research. Together, they created a working prospect matrix.

The Randolph Sterling inside sales professional working on the BtB account first learns the different aspects of BtB’s business so they are able to give an intelligent description of the business and offerings. The Randolph Sterling team member then takes the wide range of potentially causal contacts and does the nitty gritty of calling on the phone, drilling down the company’s internal phone system to get to the right person, collect as much information about that person as they can and establish a connection with a good solid lead to then introduce BtB’s services.

 

ResultThe end result is establishing a connection directly with a sales team member of BtB and a solid lead is generated, resulting in additional business growth for BtB without spending the additional time and frustration of getting there. When BtB has their initial call or meeting with the confirmed lead, they already have enough information about BtB and have shown interest in having the conversation. In the process Randolph Sterling also weeds out prospects that do not fit BtB’s ideal client profile.

What our client has to say …We have found that working with Randolph Sterling has helped us organize and formalize our business process, both staff members Lisa and Jolene have been able to represent BtB as well as an employee of the company; we consider them an extension of our company. In the 2 ½ years of working with Randolph Sterling, we have had numerous opportunities they have followed-up on with positive outcomes including helping us clean up our list of prospects. The staff at Randolph Sterling are always bringing fresh ideas to the table and helping us think outside the box!Chris Burke, President, BtB Marketing Communications