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Client Case Study · 2026
Outbound / Demo Generation Client: Squash — B2B SaaS · AI technician for MSPs squash.ai ↗

37 demos booked for Squash in the first 60 days.

Squash sells a governance-first AI technician to managed service providers — a cautious, technical buyer. We built and ran a cold outbound engine that reached the right MSPs at scale and turned attention into calendared sales calls, without touching brand or deliverability.

Demos booked
0
in 60 days
Prospects reached
0
unique MSP contacts
Reply rate
0
987 replies
Bounce rate
0
clean, warmed lists
About the client
squash.ai ↗

Squash is a B2B SaaS platform — an AI technician for MSPs that resolves L1/L2 service-desk tickets across identity, Microsoft 365, and endpoint workflows, inside the guardrails each MSP defines. Their pitch to buyers: "Resolve identity tickets with AI you control."

squash.ai
Squash homepage: Resolve identity tickets with AI you control
Squash's homepage — a governance-first AI technician for MSP service desks.
01

The campaign, end to end

Every booked demo traces back through the same pipeline. Here's how 76,548 sends resolved into 37 sales conversations.

Emails sent
0
≈ 2.9 touches per prospect
76,548
↳ 26,571 unique people reached across the sequence
People contacted
0
targeted MSP decision-makers
26,571
↳ 3.71% reply rate on people contacted
Replies
0
conversations opened
987
↳ 10.33% of replies were positive / interested
Interested leads
0
hand-raisers & warm intent
102
↳ 36% of interested leads converted to a booked demo
Demos booked
0
calendared sales calls
37 demos
Bar widths are indicative of stage scale, not strictly proportional. Exact figures are labeled on each stage.
02

Signal quality, not vanity

The numbers that told us the engine was healthy — and safe to scale — well before demo 37.

Emails sent volume
0
Delivered across a multi-step sequence to keep every prospect warm.
Reply rate 3.71%
0
987 replies — a strong response rate for cold, technical MSP outreach.
Interested 10.33%
0
Positive, in-market replies — 1 in every ~10 responders raised a hand.
Bounce rate 2.02%
0
Well inside safe limits — the mark of verified lists and warmed infrastructure.
03

Sending in disciplined waves

Volume was concentrated into deliberate bursts across the 60-day window — ramping sends while watching reply and bounce signals between each wave.

Daily send volume · Jun–Aug 2026
Emails sent per day
04

How we got there

AThe challenge

Squash needed a predictable flow of qualified demos with MSP owners and service-desk leaders. That audience is technical, skeptical of AI that "improvises," and highly sensitive to governance — so generic blast emails were never going to work.

They needed reach at scale and a light enough touch to protect a young brand and its sending reputation.

BWho we targeted

We built verified lists of managed service providers and the people who actually own service-desk performance and tooling decisions.

  • MSP founders, owners & principals
  • Service delivery & help-desk managers
  • Ops leaders drowning in L1/L2 ticket volume

CWhat we ran

A multi-step cold email engine built for both scale and safety. Messaging led with the problem Squash actually solves — resolving L1/L2 tickets autonomously, inside the guardrails an MSP defines — rather than talking up "AI" in the abstract.

  • Infrastructure & warmup: dedicated domains and inboxes warmed before volume, keeping the 60-day bounce rate at a healthy 2.02%.
  • Sequencing: ~2.9 touches per prospect, spaced to stay in front of buyers without fatiguing them.
  • Positioning: copy angled on ticket deflection, technician time saved, and governance — the language MSPs respond to.
  • Reply handling: fast, human qualification of the 987 replies to move the 102 interested leads toward calendared demos.

DThe outcome

Inside 60 days the campaign delivered 37 booked demos — real, calendared sales conversations dropped straight into Squash's pipeline — off a clean 3.71% reply rate and a 10.33% positive-reply rate. Just as importantly, it did so with a healthy 2.02% bounce rate, which means the channel stayed strong and ready to scale further, not burned out.