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Market 03  //  Managed IT and cybersecurity 6 documented months

Managed IT and cybersecurity.

6
Documented months
each one a dated Instantly panel
19–53
Positive replies a month
lowest and highest of the 6
23
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

August 2019

low
Campaign results for August 2019, 20 positive replies and $80,000 in pipeline
Instantly panel, August 2019. 1,755 replies in total, 20 of them positive. Screenshot, not recreated.

A 12 person MSP in Portland.

Problem

Their client base had been built on the owner knowing people through a business group, and that circle had run out. Nobody switches IT provider while things are merely annoying, so they lost to the incumbent every time.

Solution

The list was enriched for firms running ageing on premise servers, which is checkable from the outside and is the thing that fails first. Office managers got a fixed price network and backup audit, priced low enough that it never went to the board. An earlier version pitching managed services was ignored. We also removed companies under 15 staff, who wanted the audit and could never afford what came next.

Result

20 positive replies, $80,000 of pipeline at the $4,000 audit fee. Every reply was passed over to their team. Several said they had been meaning to look at backups for a year.

02

March 2020

low
Campaign results for March 2020, 24 positive replies and $48,000 in pipeline
Instantly panel, March 2020. 2,002 replies in total, 24 of them positive. Screenshot, not recreated.

A 16 person MSP in Brisbane.

Problem

Every prospect was drowning in the move to remote work and had no attention left for a new supplier.

Solution

The pitch got dropped. One job at a fixed price took its place, remote access set up properly, with no contract attached, sent to the owner rather than whoever held the IT relationship. The list was cut to firms between 20 and 80 staff, since anything larger already had somebody handling it. A version mentioning long term partnership was pulled entirely.

Result

24 positive replies, $48,000 at the $2,000 set up fee. Replies were forwarded to their team. Almost every one was urgent, which is not something we usually see.

03

March 2021

low
Campaign results for March 2021, 19 positive replies and $38,000 in pipeline
Instantly panel, March 2021. 1,715 replies in total, 19 of them positive. Screenshot, not recreated.

An MSP in Nottingham, 22 staff.

Problem

They had used a virtual assistant to build lists and send for most of a year. The sending was fine. The targeting was not, because they had no way to tell a 30 seat firm with real infrastructure from a 30 seat firm running everything off one laptop.

Solution

A licence review is an easier yes than a migration, so that became the offer, showing what they paid for and never used. The list was rebuilt on companies running a specific email platform, which was checkable, and addressed to the managing director, who is the one paying for licences nobody uses. A second angle on security was held back, since it competed with the review for attention.

Result

19 positive replies, $38,000 at the $2,000 review. We forward the reply and stop there. The savings usually covered the fee, which made the next conversation simple.

04

May 2022

average
Campaign results for May 2022, 22 positive replies and $66,000 in pipeline
Instantly panel, May 2022. 1,723 replies in total, 22 of them positive. Screenshot, not recreated.

A 15 person MSP in Denver.

Problem

Their ad spend had climbed for three years while the leads got worse, and they were bidding against national providers with budgets they could not match. They were also the third MSP in every inbox and their copy sounded like the other two.

Solution

Finance directors went on the list instead of IT managers, enriched for firms running more than one overlapping software suite, and the subject was the spend sitting in their own ledger. The first version was a security angle and got nothing from finance. Dropping it and staying on cost was what worked.

Result

22 positive replies, $66,000 at the $3,000 assessment. Each one was passed across to them. Finance replied to money, never to risk.

05

May 2023

average
Campaign results for May 2023, 33 positive replies and $99,000 in pipeline
Instantly panel, May 2023. 2,143 replies in total, 33 of them positive. Screenshot, not recreated.

A 19 person MSP in Perth serving engineering and mining services firms.

Problem

Referrals came in bursts and then stopped for a quarter, and the only inbound left between them was price shopping against two national providers.

Solution

We opened with a general managed IT pitch to IT managers and got nothing for three weeks. The second list was the same provider data enriched for cyber insurance renewal timing, which cut it to firms about to be asked for MFA and tested backups before an insurer would quote. That also meant writing to the owner rather than IT, since the owner signs the insurance. Third change was putting a price on the assessment instead of offering it free, which cut replies and improved who replied.

Result

33 positive replies, $99,000 at the $3,000 assessment. We hand the reply across and step out. A good share wanted a number over the phone and would not sit through scoping, which is the standing problem in that market.

06

October 2025

great
Campaign results for October 2025, 53 positive replies and $212,000 in pipeline
Instantly panel, October 2025. 875 replies in total, 53 of them positive. Screenshot, not recreated.

A 28 person MSP in Raleigh with a compliance practice nobody knew about.

Problem

Their website still said managed IT support, so every conversation started in the wrong place and ended on price.

Solution

We enriched the list against contract awards, which told us who was holding work that carries a security requirement. The owner or managing director got an email naming the specific control they were most likely failing. A broader version aimed at all regulated industries was cut after two weeks for pulling in firms with no contract exposure at all. The ask also moved from a call to a fixed price assessment, so the first email had something concrete in it.

Result

53 positive replies, $212,000 at the $4,000 gap assessment. Replies go over to them, so we never see the close. Naming the control was the difference between a reply and silence.

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