1. A New and Complex Market Category: RYSHE sells AI consulting and implementation services into companies that often know AI is important but do not yet understand what they should do first. The campaign needed to simplify a complex offer into a clear, low-friction entry point.
2. Highly Specific Buyer Personas: RYSHE needed to reach senior technical and operational decision-makers, including CTOs, CIOs, VPs of IT, Directors of IT, VPs of Engineering, Directors of Innovation, COOs, CEOs, and Managing Principals at mid-market firms.
3. Industry-Specific Messaging Requirements: The campaign had to speak differently to each vertical. AEC firms cared about RFP drafting, spec review, proposal workflows, and project documentation. Defense and manufacturing prospects cared more about secure AI access, CUI/ITAR concerns, data governance, and keeping AI inside their own environment.
4. Need for Qualified Appointments, Not Just Activity: RYSHE’s goal was not just to generate outreach volume. The team wanted qualified meetings with prospects that fit their target criteria and had real AI adoption, cost, security, or workflow pain.
5. Early Campaign Optimization: As with any outbound campaign in a new category, the first phase required testing industries, job titles, messaging angles, and call performance to identify what was converting best.

Phase 1: ICP Definition & Campaign Strategy

A-Sales used RYSHE’s onboarding inputs to define the campaign around companies with 51–5,000 employees, with the strongest fit in the $50M–$500M revenue range. The campaign focused on RYSHE’s priority industries:

• Architecture and planning
• Civil engineering
• Construction
• Defense and aerospace
• Mechanical and industrial engineering
• Electrical and electronic manufacturing

The primary campaign offer was RYSHE’s AI Readiness Assessment, a $10K diagnostic designed to help mid-market companies understand where AI will and will not create value before making a larger investment.

A-Sales also supported messaging around RYSHE’s secondary offers, including enterprise AI platforms, Copilot replacement, and AI-ready data foundations.

Phase 2: Multi-Channel Outbound Execution

A-Sales launched outbound targeting senior technical and operational leaders across RYSHE’s ICP. The campaign was built around direct, pain-led messaging rather than generic AI buzzwords.

The strongest outbound angles included:

• Identifying wasted AI spend from unused Copilot or ChatGPT Enterprise seats
• Offering a free AI Cost Audit
• Positioning RYSHE as engineers who build and deploy, not consultants who only deliver slide decks
• Highlighting secure AI platforms that run inside the client’s own cloud
• Addressing shadow AI and data governance risk
• Showing how companies can cut AI tooling costs by 60–80%
• Framing AI adoption around practical workflows like RFP drafting, spec review, document analysis, and meeting summaries

The meeting hook was intentionally simple: help prospects understand what they are currently spending on AI, what is being wasted, and whether a usage-based enterprise AI platform could reduce costs.

Phase 3: Performance Tracking & Optimization

A-Sales tracked booked meetings through the QSM sheet and kept RYSHE updated on meeting status, lead quality, and campaign performance.

As the campaign progressed, A-Sales also prepared deeper call disposition analysis to identify which industries, titles, and segments were performing best. The goal was to reduce wasted dialing, improve connection rates, and concentrate future outreach on the highest-performing segments.

When the campaign slowed during a holiday period, A-Sales proposed a recalibration plan focused on re-engaging future opportunities, reviewing all-time calling disposition data, excluding weaker-performing segments, and doubling down on the industries and titles most likely to convert.

Pipeline Impact

• 17 meetings booked
• 15 qualified sales meetings per month was the target set during onboarding
• Meetings generated across the United States and international markets
• Booked prospects included COOs, CTOs, Directors of Operations, Directors of Engineering, Presidents, and senior technology leaders
• Campaign created traction across construction, engineering, manufacturing, technology, transportation, and related sectors
• RYSHE reported that recent leads were fitting the criteria they were looking for

Lead Quality

RYSHE confirmed that both the quantity and quality of leads were good, especially after the early learning phase. Alex Ryan noted that the campaign quickly worked through initial testing and that the leads being generated were increasingly aligned with the criteria RYSHE wanted.

The QSM showed meetings booked with senior operators and technical decision-makers, including Directors of Operations, COOs, CTOs, Directors of Engineering, Presidents, and Vice Presidents across relevant industries.

Client Experience

RYSHE highlighted the responsiveness of the A-Sales team as a major positive. Despite the time zone difference between the U.S. and the A-Sales team, Alex noted that communication stayed positive and responsive throughout the engagement.

RYSHE also valued the shared-risk structure of the partnership. Alex specifically mentioned that the model felt more aligned than traditional agency relationships because both sides had accountability around appointment quality, show rates, and agreed outcomes.‍

Client Testimonial

“Leads and the quality and quantity has been good. In the beginning, you’ve got to figure things out, but we worked through those pretty quick, and the leads we’ve been getting lately are definitely fitting the criteria we’ve been looking for.”

“Experience has been good. Everyone’s responsive, even with the time zone difference, us being in America and you guys being overseas or scattered across different countries. Everyone’s always responsive, and everything’s always been positive.”

“I’ve already recommended like three people to you guys. If you’re looking for someone that’s going to help scale, get you the appointments, and understand your business, you guys are definitely the best people I’ve talked to.”

“The risk being shared is a nice mutual risk. I don’t think a lot of other companies do that. It feels like we’re both in it together.”

— Alex Ryan, CEO, RYSHE

Key components included:

• ICP refinement and vertical segmentation
• Senior decision-maker targeting
• Cold calling
• Cold email positioning
• Free AI Cost Audit offer
• AI Readiness Assessment positioning
• QSM tracking for booked meetings and qualification status
• Disposition analysis to identify stronger and weaker-performing segments
• Re-engagement of future opportunities
• Ongoing campaign recalibration based on performance data
• Regular client communication across time zones