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Market 05  //  Commercial finance and B2B accounting 6 documented months

Commercial finance and B2B accounting.

6
Documented months
each one a dated Instantly panel
16–75
Positive replies a month
lowest and highest of the 6
32
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

September 2019

low
Campaign results for September 2019, 25 positive replies and $75,000 in pipeline
Instantly panel, September 2019. 2,283 replies in total, 25 of them positive. Screenshot, not recreated.

A three broker asset finance firm in Brisbane.

Problem

All their work came through two dealership relationships and word of mouth from past clients, so they heard about a purchase only after the dealer had already arranged finance in the showroom.

Solution

We enriched the list against fleet and plant registration ages, which told us whose gear was near replacement. Those owners got an email about the equipment they were about to replace. The first list was by industry code and was far too broad, so it got rebuilt on fleet age. A rate comparison offer worked better than an equipment finance introduction.

Result

25 positive replies, $75,000 at $3,000, the smallest commission they will write a deal for. Every reply was passed over to their team. Most were owners already partway through a purchase.

02

November 2020

low
Campaign results for November 2020, 16 positive replies and $64,000 in pipeline
Instantly panel, November 2020. 1,307 replies in total, 16 of them positive. Screenshot, not recreated.

A five person commercial finance brokerage in Melbourne.

Problem

Every conversation that year was about deferring existing loans, not writing new ones.

Solution

The list narrowed to businesses that had grown through the year, food manufacturing and last mile delivery, where equipment was genuinely being bought. A first pass at the full client base pulled in deferral questions they could not bill for. The two lists were deduplicated against each other, since the same names kept turning up in both.

Result

16 positive replies, $64,000 at $4,000, the least they will write a deal for. We forward the reply and stop there. A good share were still deferral questions, which is what November looked like.

03

February 2022

average
Campaign results for February 2022, 25 positive replies and $100,000 in pipeline
Instantly panel, February 2022. 1,767 replies in total, 25 of them positive. Screenshot, not recreated.

An invoice finance brokerage in Leeds, six people.

Problem

Their previous provider had sent 40,000 emails over eight months for a five figure fee and produced a spreadsheet of bounced addresses. Factoring also has a reputation problem, and naming the product ended most conversations before they started.

Solution

The list was enriched from the payment terms published on their own invoices and terms pages, so we knew who was waiting 60 days before writing a word. The email was about that wait, and never named the product until the call. The list came from firms with long payment terms visible on their own invoices and terms pages. An early version mentioning cash flow got lumped in with lender spam, so that phrase came out.

Result

25 positive replies, $100,000 at $4,000, the least they earn on a facility. Replies were forwarded to their team. Nobody replying knew they were talking to a factoring broker, which was deliberate.

04

October 2023

average
Campaign results for October 2023, 39 positive replies and $195,000 in pipeline
Instantly panel, October 2023. 2,061 replies in total, 39 of them positive. Screenshot, not recreated.

An equipment finance firm in Phoenix, 11 people.

Problem

Rate rises made their whole pitch about cheap money useless in about six weeks.

Solution

The angle switched from cheap money to freeing up cash, aimed at owners who had recently bought equipment outright. A sale and leaseback offer replaced the finance introduction. The first list included leasing companies, which was an obvious error and cost the first fortnight.

Result

39 positive replies, $195,000 at $5,000, the floor they put on a deal. Each one was passed across to them. A fair number were fishing for a rate and nothing else.

05

September 2024

strong
Campaign results for September 2024, 63 positive replies and $252,000 in pipeline
Instantly panel, September 2024. 1,752 replies in total, 63 of them positive. Screenshot, not recreated.

An eight person accounting firm in Adelaide moving into advisory work.

Problem

They had put a junior on outbound for six months with no training and no process, and the only thing it produced was a burnt list and a view that cold email does not work.

Solution

We enriched a business list for headcount growth over the previous 18 months, which is when the bookkeeper starts falling behind. Those owners got an email about the numbers they were not getting, with a fixed price diagnostic as the entry. The first version pitched advisory services generally and got nothing. Naming one specific report they were missing changed the response rate.

Result

63 positive replies, $252,000 at the $4,000 diagnostic. We hand the reply across and step out. Most were owners who already knew what was missing and had never been asked about it.

06

February 2025

great
Campaign results for February 2025, 75 positive replies and $150,000 in pipeline
Instantly panel, February 2025. 1,358 replies in total, 75 of them positive. Screenshot, not recreated.

A commercial finance brokerage in Glasgow, nine people, construction focused.

Problem

Their deals came from one accountant referral partner, which meant three good months then two empty ones. That partner had just been acquired by a national firm with its own broker.

Solution

We enriched the list against which main contractors each firm worked under, since that predicts how long they wait to get paid. Owners of construction and fit out firms got an email about retentions, opening with a facility review. A version aimed at finance directors underperformed, so the list moved to owners. Volume built each week rather than starting at full pace, since the domains were new, which is why the back half of February carried most of it.

Result

75 positive replies, $150,000 at the $2,000 review fee. From the reply onward it was their sales team, not us. Retentions was the word that got responses, every time, and nine people could not work 75 of them quickly.

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