Amadeus Vanilla Beans
How Amadeus Vanilla Beans built a systematic outbound engine from scratch — and kept it running.
The situation
Before working with Astra, Amadeus Vanilla Beans had basically zero systematic outreach. They were relying 100% on SEO and paid ads — with no consistent ability to generate net new business with buyers who weren't already coming to them.
For a specialty ingredient company selling high-quality vanilla into a large, fragmented market, that was a hard ceiling. The buyers were out there — food manufacturers, contract manufacturers, breweries, baking companies — but there was no playbook for reaching them at scale.
Critically, these aren't one-time purchases. Vanilla is a recurring ingredient. Every customer won from outbound represents an ongoing B2B supply relationship — not a single transaction.
Before Astra, we were essentially invisible to new buyers. SEO reaches people already looking — but there's a massive market of manufacturers and breweries who'd never heard of us. Astra changed that completely.
What we built
We built a full outbound motion from the ground up. First, we mapped Amadeus's total addressable market across four distinct buyer verticals — each with different buying triggers, decision-makers, and use cases for vanilla.
A craft brewery sourcing vanilla for barrel-aged stouts has completely different context than a contract manufacturer speccing ingredients for a CPG brand. We built separate ICP definitions and copy tracks for each vertical, then layered in signal-based targeting to prioritize the highest-fit accounts.
The goal wasn't just meetings — it was landing accounts that would keep buying. Every sequence was written to surface Amadeus's quality and reliability, the things that matter most to buyers making recurring procurement decisions.
The results
Month 1
2 net new sales
25+ meetings booked with potential buyers across all four verticals in the first 30 days.
Month 3
10 new customers
25+ qualified meetings per month sustained. Ten new customers closed — each representing a recurring B2B supply relationship, not a one-time sale.
Month 8+
Still running
25 meetings per month consistently across all four verticals. The pipeline keeps compounding because each new customer stays.
The first month was eye-opening. Two new sales and more conversations with potential buyers than we'd had in years. It felt like someone finally turned a tap on.
Twenty-five meetings a month, every month — that's become our baseline now. Food manufacturers, breweries, baking companies. Buyers we never would have reached on our own.
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