Case Study: $28,000,000 pipeline generated for Black River Group.

Case Study: Black River Group

Table of contents


Black River Group is an advertising agency specializing in channel marketing and custom retail display. Marquee clients include Wrangler Jeans, Club Cadet Lawn products, and Mitsubishi Electronics.

The Challenge

Having identified a profitable core customer base, Black River Group (BRG) was poised for quick growth. But because of their client’s seasonal approach to retail campaigns, BRG was having trouble developing new leads on a consistent basis. Recognizing their internal sales reps simply did not have enough time to prospect while servicing existing clients, they decided to look for outside help. After a stalled attempt with another call center, Black River Group turned to SalesRoads to develop highly-qualified sales opportunities in their niche.

The Solution

  • Recruited and trained experienced SDRs to proactively engage prospects
  • Developed powerful value prop as part of strategic playbook to generate interest with qualified prospects
  • Continually refined strategic approach as needed to target new industries and niches on a seasonal basis
  • Generated contact list of target prospects and continued to refresh with new leads as needed


Over 2.5 years SalesRoads has set more than 280 appointments with qualified targets, generating $28,000,000 in pipeline opportunities. Those figures continue to grow as the Black River Group appointment setting campaign is still actively running in 2021.

"Not a week goes by we don’t see 2-3 leads. We’re getting through to the people that we really want to reach. If I took all the leads we’ve had this year, 90% are qualified — that’s huge."

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