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Market 07  //  B2B SaaS selling to SMB and mid-market 6 documented months

B2B SaaS selling to SMB and mid-market.

6
Documented months
each one a dated Instantly panel
16–68
Positive replies a month
lowest and highest of the 6
30
Median positive replies
across these months
50 qualified replies a quarter on the quarterly plan, or we keep working free. Read the guarantee

Every figure on this page is in US dollars, as the Instantly dashboard reports it, whichever country the client is in.

Every figure in a Result line is read straight off that panel.

The value per opportunity is the client's own number, not ours, and every client gives us their floor rather than an average. It is the least a new customer is worth to them, so the pipeline figure is the conservative version of what the month produced.

We forward a positive reply to the client and stop there. What closed after that is confidential, the same reason none of these companies are named. So there are no meeting counts and no close rates here. What each Result adds is what the replies themselves looked like.

Lists start with a data provider and are then enriched for a buying signal, which is what decides the week an email goes out and gives it something specific to say.

01

April 2019

low
Campaign results for April 2019, 30 positive replies and $150,000 in pipeline
Instantly panel, April 2019. 2,450 replies in total, 30 of them positive. Screenshot, not recreated.

An 11 person SaaS in Ohio selling job scheduling to plumbing and HVAC firms.

Problem

Growth had come from word of mouth inside one regional trade association, and it had run out of people to reach. Their pipeline came from a single trade show a year and was empty by August.

Solution

Filtering on fleet size, 10 to 40 vans, cut the list by two thirds. At that size the owner is the buyer, so the email went straight to them and talked about double booked jobs rather than features. A second version leading with a free trial pulled more replies from firms that never intended to pay, so we went back to the paid 30 day pilot.

Result

30 positive replies, $150,000 of pipeline at the $5,000 pilot. Each one was passed across to them. Plenty were running a whiteboard and said so plainly.

02

July 2021

low
Campaign results for July 2021, 21 positive replies and $42,000 in pipeline
Instantly panel, July 2021. 1,790 replies in total, 21 of them positive. Screenshot, not recreated.

A Sydney SaaS selling staff rostering, nine people.

Problem

Their market was hospitality groups, and through most of that year nobody in hospitality was rostering anyone.

Solution

We held the hospitality list for six weeks hoping venues would reopen, which cost the campaign its first month. Then the list moved to aged care and childcare, where shifts never stopped, addressed to the centre director or owner rather than a rostering coordinator. The offer also dropped from a group deal to a single site licence, because nobody was signing anything at group level.

Result

21 positive replies, $42,000 at the $2,000 site licence. We hand the reply across and step out. Finding the right vertical took two months of the campaign, not two days.

03

October 2022

average
Campaign results for October 2022, 16 positive replies and $80,000 in pipeline
Instantly panel, October 2022. 1,289 replies in total, 16 of them positive. Screenshot, not recreated.

A 16 person UK SaaS selling compliance tracking to mid market firms.

Problem

Their cost per click had roughly tripled over two years and the search terms were owned by two funded competitors who could outbid them indefinitely. Operations wanted the product and finance kept comparing a $5,000 tier to a $49 tool.

Solution

Heads of operations replaced IT on the list. The opening line became what the spreadsheet they were replacing had already cost them in rework. We also tried leading with a compliance deadline, which read as fear based and got a worse response than the cost angle.

Result

16 positive replies, $80,000 at the $5,000 starter tier. Replies go over to them, so we never see the close. Low volume, and the conversations started with operations rather than procurement for once.

04

June 2023

average
Campaign results for June 2023, 30 positive replies and $150,000 in pipeline
Instantly panel, June 2023. 1,593 replies in total, 30 of them positive. Screenshot, not recreated.

A 24 person SaaS in Denver selling inventory software to distributors.

Problem

Every buyer was cutting software spend and cancelling anything that was not being opened daily.

Solution

We enriched the list against live job ads, looking for roles the product would make unnecessary. Those companies got an email framing the starter tier against the cost of that hire. The first version quoted a payback period and got picked apart, so the numbers came out and the job ad went in instead. We also removed anyone who had cut headcount that quarter, since they had no hire to defer.

Result

30 positive replies, $150,000 at the $5,000 tier. Every reply was passed over to their team. Tying it to an open job ad was the only angle that got past the spending freeze.

05

April 2024

strong
Campaign results for April 2024, 43 positive replies and $86,000 in pipeline
Instantly panel, April 2024. 1,590 replies in total, 43 of them positive. Screenshot, not recreated.

A 30 person Brisbane SaaS selling billing tools.

Problem

They had run outbound with two offshore assistants for a year. The sending worked, the targeting did not, because neither had ever bought software for a business and could not tell a good fit from a bad one. Most replies came from companies too small to pay.

Solution

The list got rebuilt on headcount between 20 and 200 plus a specific accounting tool in the stack, sent to the founder in anything under 50 staff. The offer dropped to a single team plan. We ran the old copy against the new list first, which proved the copy was never the problem.

Result

43 positive replies, $86,000 at the $2,000 team plan. Replies were forwarded to their team. The list change did the work here, the writing barely moved.

06

November 2025

great
Campaign results for November 2025, 68 positive replies and $136,000 in pipeline
Instantly panel, November 2025. 1,177 replies in total, 68 of them positive. Screenshot, not recreated.

A 40 person SaaS in Bristol selling scheduling to multi site service businesses.

Problem

Two funded competitors were outspending them four to one on ads and owned every term worth buying, so paid acquisition had stopped making sense on the numbers.

Solution

We skipped the auction. The list got enriched for new site openings, since a second location is when the spreadsheet stops working, and operations leads at those firms got the email. An earlier version aimed at a marketing title got polite replies and no movement, so the list moved to the operations lead who actually owns the roster. Three triggers were tested and only the second location survived, funding and new job ads being far weaker.

Result

68 positive replies, $136,000 at the $2,000 team plan, their smallest paid tier. From the reply onward it was their sales team. Second site openings were the whole trigger.

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