1. BtB Marketing Communications
www.btbmarketing.com
BtB 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!
Challenge
In 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.
Process
Rich 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.

2. Result
The 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