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Market 12  //  Wholesale, private label and B2B suppliers 6 documented months

Wholesale, private label and B2B suppliers.

6
Documented months
each one a dated Instantly panel
13–106
Positive replies a month
lowest and highest of the 6
26
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

June 2019

low
Campaign results for June 2019, 19 positive replies and $95,000 in pipeline
Instantly panel, June 2019. 1,634 replies in total, 19 of them positive. Screenshot, not recreated.

A homewares supplier in Brisbane, 14 staff.

Problem

Their stockist list had been built by the founder over fifteen years of people telling other people, and it had stopped growing. The whole year also hung on two trade fairs, and buyers met in March had forgotten them by June.

Solution

We enriched the retailer list for which stores already carried the category, since a homewares list includes plenty of shops that do not. Those buyers got a direct email with an opening order small enough to say yes to and free freight on the first pallet. A first version sending the full catalogue overwhelmed people, so it was cut to six products. Chains were removed from the list, since they buy on a different cycle entirely.

Result

19 positive replies, $95,000 of pipeline at the $5,000 opening order. Every reply was passed over to their team. Free freight on the first pallet came up in most replies.

02

June 2020

low
Campaign results for June 2020, 13 positive replies and $65,000 in pipeline
Instantly panel, June 2020. 1,174 replies in total, 13 of them positive. Screenshot, not recreated.

A giftware wholesaler in Bath, nine staff.

Problem

Their stockists were shut and orders stopped completely, not slowed, stopped.

Solution

The entire list moved to online only retailers, enriched for which ones had added product lines in the previous quarter, since those were the ones still buying. It went to the owner rather than a buying office, because most of them did not have one. The opening order stayed the same. A first attempt at the existing stockist base got sympathetic replies and no orders, which took three weeks to accept.

Result

13 positive replies, $65,000 at the $5,000 opening order. Replies were forwarded to their team. Online only buyers were the only ones still buying that month.

03

November 2021

low
Campaign results for November 2021, 24 positive replies and $96,000 in pipeline
Instantly panel, November 2021. 1,812 replies in total, 24 of them positive. Screenshot, not recreated.

A pet products supplier in Portland, 20 staff.

Problem

Shipping costs had tripled and their price list was out of date the day it was printed.

Solution

The list got enriched weekly against their own landed stock, so the email only ever named what was actually in the warehouse. Buyers, and the owner at any single site store, got it with the quantity available written in, at a reduced opening order. That meant updating the campaign every few days as stock moved. A version explaining the shipping situation was cut, since every supplier was sending that email.

Result

24 positive replies, $96,000 at the $4,000 opening order. We forward the reply and stop there. Stock in country beat every other argument that year.

04

September 2022

average
Campaign results for September 2022, 29 positive replies and $87,000 in pipeline
Instantly panel, September 2022. 2,371 replies in total, 29 of them positive. Screenshot, not recreated.

A 25 staff food and beverage supplier in Melbourne.

Problem

They had two offshore assistants finding buyer contacts, and the contacts were real but rarely the person who chose products, so replies were polite and went nowhere.

Solution

The minimum first order came down from the usual $10,000 to something a buyer could test without booking a meeting. The list was rebuilt on named category buyers rather than general enquiries addresses. A version pitching the full range was replaced with two products.

Result

29 positive replies, $87,000 at the $3,000 reduced minimum. Each one was passed across to them. A smaller minimum removed the reason to say not right now.

05

March 2023

average
Campaign results for March 2023, 34 positive replies and $68,000 in pipeline
Instantly panel, March 2023. 1,797 replies in total, 34 of them positive. Screenshot, not recreated.

A private label skincare supplier in Leeds, 16 staff.

Problem

The sales manager had been sending from a personal address on a free tool, which worked until that address stopped landing and cost a fortnight to untangle. Buyers also wanted to see and feel the product and nobody was travelling to showrooms.

Solution

A paid sample pack that came off the first order made the only decision whether to look at it. Sending moved onto separate domains, warmed properly. A version offering free samples pulled in people collecting free samples, so a price went on it.

Result

34 positive replies, $68,000 at the $2,000 sample pack. We hand the reply across and step out. Charging for the pack cut the volume and improved every conversation after it.

06

July 2025

great
Campaign results for July 2025, 106 positive replies and $424,000 in pipeline
Instantly panel, July 2025. 1,300 replies in total, 106 of them positive. Screenshot, not recreated.

A 30 staff homewares supplier in Charlotte.

Problem

They had hired a salesperson to do outbound alongside account management, and outbound lost every week to whatever was on fire. A year in they had no repeatable source of new accounts, and two customers still made up most of revenue with one renegotiating terms downward.

Solution

Enrichment did the work here. Every retailer on the provider list was checked for whether they already stocked a comparable brand, and only those made the cut, with the buyer named. The first order was set at a level a buyer could sign off alone. A version aimed at store owners was dropped after a fortnight, since above single site the owner never handles buying.

Result

106 positive replies across July, $424,000 at the $4,000 opening order. From the reply onward it was their sales team, not us. Naming a comparable brand they already stocked was the filter that mattered.

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