NXL Field Report: ITS, operator of the UK's largest dedicated business grade metro and access fibre network, partnered with NXL's AI assistants Sarah and Rocky to source 1,600 enriched senior contacts, book 100% of target meetings, and progress 3 enterprise deals to NDA stage in just 2 months across System Integrators and International Carriers.
ITS operates the United Kingdom's largest dedicated business grade metro and access fibre network, covering nearly fifty percent of the country. The business serves enterprises, public sector organisations and channel partners with high-capacity connectivity. ITS engaged NXL to break into two notoriously difficult market segments — System Integrators and International Carriers — where they had previously been unable to gain meaningful traction with internal resource alone.
ITS needed to engage senior decision-makers inside System Integrators and International Carriers, identify the right titles and personas inside each account, and run coordinated multi-channel outreach across LinkedIn, email and phone. The internal Business Development team was already at capacity, and standing up a new outbound motion through traditional hiring would have taken months. The challenge required deep account research, persona-tailored messaging at scale, and disciplined execution across channels without diluting the ITS brand.
NXL deployed two AI assistants to run the campaign end to end. Sarah, the NXL Outreach Agent, identified and enriched over one thousand six hundred senior decision-makers across the target segments and ran coordinated multi-touch sequences across LinkedIn, phone and email, tailoring messaging to each persona and using intent signals to prioritise outreach. Rocky, the NXL Sales Assistant, researched each prospect in depth — company context, strategic priorities, likely objections and conversation angles — so the ITS sales team arrived at every conversation prepared and credible, which drove rapid progression of deals to NDA stage.
Within two months of campaign launch, ITS had booked one hundred percent of its target meetings, with qualified conversations already in progress across multiple high-value accounts. Three of the meetings booked progressed to the NDA stage within a few weeks — a significant indicator of deal seriousness in large-scale telecoms partnerships, where NDAs typically precede commercial negotiation and signal genuine intent to move forward. Beyond the meetings, the campaign delivered lasting commercial assets ITS will use long after the initial run: over one hundred new senior LinkedIn connections, proven messaging across phone and LinkedIn for the in-house team to reuse, clarity on which personas and titles to target in these previously opaque segments, approximately one thousand six hundred enriched high-intent contacts ready for future campaigns, and a sustained multi-touch presence keeping ITS top of mind across the market.
Dave Ferry, Chief Sales Officer at ITS, said: working with NXL allowed us to accelerate our approach into these target markets without impact on our internal resource. The team at NXL worked closely with our internal Business Development team to manage the campaign and NXL achieved the targets we had set out. Geraldine Lambert, Director of Sales at ITS, added: partnering with NXL enabled us to elevate our campaign execution and achieve measurable impact. Their expertise and fresh perspective were instrumental in driving strong engagement and delivering a highly successful outcome.
Most AI tools run on generic prompts with no business context. NXL's assistants are built on a methodology developed through scaling real B2B sales organisations and are onboarded deeply into each client's voice, market and playbook before they touch a single prospect. NXL works with B2B organisations that have enterprise revenue teams, typically partnering with CEOs, CROs, CMOs and Heads of Sales who want to scale pipeline efficiently. NXL's assistants do not replace the sales team — they work alongside existing salespeople, handling content, research, enrichment, signals and outreach so the human team can spend their time on high-value conversations rather than groundwork.