Case Study:

Rapid Testing to Penetrate a New Market

Turning a cold 30K list into high-engagement demand

Introduction

With a $5K budget and a cold list of 30K contacts, we helped our client break into the MSP market by running rapid-cycle tests on messaging and channels. Starting with LinkedIn video ads, we identified that competitive messaging significantly outperformed abundance themes, achieving 3x higher completion rates and lower CPCs. 

Armed with this insight, we built targeted nurture tracks that drove engagement well above benchmarks—24% open rates, 4.5% CTRs, and a 19% click-to-open rate—ultimately converting into signed deals at a 50%+ rate of leads that filled out a form. 

The key takeaway: testing early and fast with broad channels, then refining messaging for email, enabled meaningful traction in a new market with limited time and budget. 

Key Data Points 

  • Started with a cold list of 30K contacts
  • Drove 33% video complete rates on LinkedIn (20-30s videos)
  • Small budget of $5000
  • Successfully penetrated MSP market 

Establishing a GTM Strategy from a Cold Start

As the team moved to engage a fast-moving MSP market, several challenges threatened momentum:

  • Ice-cold target list: Outreach started with little to no prior engagement or brand familiarity.
  • Need for speed: The MSP market moves quickly, requiring rapid execution to stay competitive.
  • No foundational strategy: Personas, messaging, and a defined buyer’s journey for this audience did not yet exist.
  • No supporting content: There was no existing content tailored to MSP buyers to support engagement or education.

While there was some internal market knowledge, the absence of a validated strategy meant the team needed to quickly test messaging angles, build a content foundation, and gather early performance data to guide next steps.

Our Approach 

Step 1: Getting a lay of the land 


Our first step was to tap into what resources the client had.  First and foremost, we set up discussions with sales leaders, AEs, and existing MSP customers.  These formed the bedrock of our messaging direction.  We identified two messaging directions, one taking a positive message of potential abundance, and the other highlighting the competitive landscape. 

 Once we had that direction, we needed to establish content to use in initial tests. 

Step 2: The content and initial test 


We uncovered authentic customer video testimonials that aligned with key themes and worked with the client’s team to produce short, engaging clips. Using LinkedIn as the primary channel, we launched targeted campaigns supported by a dedicated landing page and tracking for performance insights. 

Step 3: The follow-up 


Building on the insights from the LinkedIn campaign, we developed a follow-up strategy that combined fresh content with targeted email nurtures. The content was tailored to resonate with decision-makers, and the nurture tracks tested different tones to maximize engagement. 

Results and Conclusion

Stage 1: Initial message testing via LinkedIn 


Our initial LinkedIn testing wasn’t about immediate conversions. LinkedIn tests were focused on finding what messaging resonated. The results were clear: competitive messaging consistently outperformed abundance messaging across key engagement metrics. 

  • 33% higher CTR 
  • Lower cost per click 
  • 3X higher video completion rates 

By refining and iterating, we further improved performance, driving CTR up to 0.66% while reducing overall CPC. The insights gave the client clarity on what themes drive awareness and what to reserve for later in the buyer’s journey.

Stage 2: Email Nurture


We launched three nurture tracks, two using competitive messaging and one with standard brand messaging as a control. This was the first stage to generate conversions, with form fills converting into signed deals at a strong 50%+ rate. 

The campaigns consistently outperformed benchmarks for a cold list: 

  • 24% average open rate (vs. 20% benchmark) 
  • 4.5% CTR (vs. 3% benchmark) 
  • 19% click-to-open rate (vs. 10% benchmark) 

Competitive messaging proved most effective, driving higher engagement than brand-led messaging. These results validated our messaging insights and created a foundation for future optimization. 

Key Insights

  • Test messages broadly first – LinkedIn allowed us to refine messaging before sending emails, warming the audience while giving us data to optimize for decision-makers. 
  • Competitive messaging works best early in the funnel – Messages that highlighted competition and FOMO to challenge the status quo drove the strongest engagement early on. Abundance-focused messaging that created hope and showed a clear pathway forward drove customers to take action.   
  • Don’t underestimate blogs and podcasts – Simple awareness content like blogs and podcast snippets drove engagement, while practical, action-oriented content (like checklists, eBooks, and reports) drove conversions. Layering these types throughout the nurture enhanced overall performance. 
  • Start small for deliverability – Testing a small segment of the list first ensured strong deliverability, protecting email reputation and campaign performance.  We started with 1.5% of the list, and identified some errors which we were able to solve to get deliverability up to near perfect.   

Predictable Pipeline Workbook

Overall, these efforts demonstrate the power of an experiment-driven approach to new-market penetration. Rapid testing, data-informed messaging, and a smart content mix enabled LinkedIn and email to engage target audiences effectively, driving meaningful conversions. Even with modern channels and tech, the right approach and message remain the most critical factors in winning early customers.


Curious what rapid testing could uncover in your market? Let’s connect.