The right product. The wrong top of funnel.

Sybilion built a platform that helps industrial manufacturers make smarter procurement decisions. By monitoring external data at scale, they give procurement leaders the visibility to time raw material purchases better - reducing exposure to price spikes before they hit the P&L.

The product had clear value. Getting in front of enough of the right buyers was the problem.

Senior procurement leaders at large industrial manufacturers - CPOs, Global Procurement Directors, Heads of Sourcing - are not easy to reach. They are not browsing vendor directories. They are not responding to cold email sequences. And Sybilion's outbound before throxy reflected that reality. "It was sporadic," says Bjol, CEO of Sybilion. "It was relying a lot on what the C-level in the company did. It wasn't the volume we wanted."

The pipeline was relationship-dependent. That works until it doesn't.

Why phone was the only channel that scaled

Sybilion's buyers operate in traditional industries - manufacturing, chemicals, food production, agriculture. These are not SaaS-native buyers who live in their inbox. They pick up the phone. And when an SDR can reach them live, qualify the problem in under two minutes, and book a meeting on the spot, the economics of outbound change completely.

throxy built a phone-first campaign targeting senior procurement leaders across Europe and beyond. SDRs were trained to qualify on the call - confirming raw material exposure, price volatility, and data availability before any meeting was booked. The ICP was refined progressively as the campaign produced signal.

97.3% of all meetings booked came via phone.

Scepticism, then conviction

Bjol was not immediately sold on outsourcing outbound to an external partner. That is a reasonable position. "We were first sceptical about solving it with an external partner," he says. "But once we saw the way that throxy works and the volume that throxy generates for us, we were convinced."

The feedback from his team was direct. "Our head of sales said he never saw an agency that is as good as throxy. That tells you a lot."

The meetings that mattered

The campaign's defining moment came when throxy booked a meeting with the CPO at Grupo Fertiberia - one of Europe's largest fertiliser producers. The reaction from Sybilion's team was immediate. "PERFECT. If we had more of these we would be the happiest people." That meeting became the blueprint for what an ideal account looked like, sharpening the targeting criteria for everything that followed.

From there, meetings came in with procurement leaders at Deoleo, dsm-firmenich, Norsk Hydro, Meyer Turku, Persán, and others across fertilisers, food, chemicals, packaging, and industrial manufacturing.

The outcome

Close to 100 qualified meetings booked with senior procurement leaders across Europe and beyond. 78.7% of attended meetings were qualified. 97.3% booked via phone.

"Even if you're not convinced that cold calling is a channel for you because you're working with a traditional industry," Bjol says, "you should give it a try - because it could save you a lot of money and headaches if you can make that channel work."