Building a Repeatable Mid-Market Pipeline Engine That Generated 60 Positive Replies for Bryq

About Bryq

Bryq is a talent assessment platform that helps HR teams improve quality of hire and reduce early attrition. The platform measures cognitive ability, behavioral traits, and hard skills, including AI fluency, in one integrated candidate profile validated by I/O psychologists. Bryq was founded in 2017 and is listed as a privately held software development company with headquarters in St Petersburg, Florida. Website: https://www.bryq.com/

Client’s challenge

Bryq had a strong product and a clear repositioning plan, but needed to validate outbound for a new mid-market growth motion while still learning which ICP, message, and channel mix would produce the best ROI.

🔁 Repositioning from enterprise to mid-market

Bryq had historically focused more on enterprise sales, but in 2025 the company repositioned toward SMB and mid-market customers, alongside changes to the product, pricing, and go-to-market direction. The team needed outbound to support this new motion without relying only on legacy enterprise sales.

🎯 Two ICPs competing for focus

The team was balancing two different growth paths: smaller companies coming through the free-trial journey and larger mid-market accounts where demos converted at a stronger rate. That made targeting more complex, because each segment required different economics, messaging, and campaign logic.

🧪 New channels with unproven ROI

Instead of spreading the campaign across every possible segment, we focused the outbound motion around the mid-market accounts where Bryq’s ACV and demo-to-close economics made the most sense. This gave the team a cleaner read on whether outbound could become a scalable pipeline channel.

🚧 Free trial demand was not converting predictably

Bryq had introduced a free-trial journey and most website visitors were choosing that path over requesting a demo. But the team was still struggling to convert free-trial interest into revenue, especially from very small companies with lower contract values. This made mid-market outbound more important as a way to create higher-intent conversations with better-fit accounts.

Solution

SalesCaptain built a focused outbound pilot to help Bryq validate the right segment, messaging, and economics for outbound, starting with the ICP most likely to produce meaningful ROI.

🧭 Prioritized the higher-ACV ICP first

⚙️ 3,000-lead monthly outbound engine

SalesCaptain built and managed the campaign infrastructure to reach 3,000 leads per month, combining signal-led outbound, list building, enrichment, email infrastructure, multichannel campaign sending, and reply tracking into one repeatable outbound workflow.

✉️ Message-market fit testing across HR buyers

The campaign was designed to learn which HR personas, company segments, and value propositions responded best. SalesCaptain tested messaging around objective hiring, skills-based assessment, talent quality, and reducing gut-feel decisions, then used the replies to refine the outbound motion.

🔎 Segmented outbound by account value and intent

Instead of treating every lead source the same, SalesCaptain helped Bryq separate lower-ACV free-trial demand from higher-value mid-market accounts. This allowed the team to focus outbound on companies where the economics made sense, while using campaign data to understand which segments were most likely to convert into qualified pipeline.