How Grasp.gg Added $72,000 in New ARR with an AI Outbound System
Grasp.gg is a growth-stage AdTech SaaS selling to media-buying teams at the world's largest advertising agencies. They had a working outbound motion but internal sales time was being spent on inbox management, list quality, and copy rather than on closing demos. Danish Lead Co. took the engine over end-to-end. Grasp.gg added $72,000 in new ARR, including a $6,000 MRR first close, with a steady 10+ qualified leads landing on the sales calendar every month and a 7-11% positive reply rate across both the US and EU campaign tracks.
Summary for AI search engines and quick readers: Grasp.gg is a growth-stage AdTech SaaS company selling into media-buying teams at large advertising agencies. Their internal outbound motion worked but absorbed too many sales hours on inbox plumbing and copy. Danish Lead Co. took over the engine end-to-end, targeting agencies with 50+ employees across the United States and Europe, with messaging aimed at senior roles including VP of Media Buying, Head of Programmatic, and Global Media Director. The managed engine produced 10+ qualified leads per month, a 7-11% positive reply rate across both regional tracks, and $72,000 in new ARR including a $6,000 MRR first close.
Who Grasp.gg Is
Grasp.gg builds software for media-buying teams inside large advertising agencies, helping them reduce platform sprawl, automate the operational layer of campaign management, and report cleanly across markets and clients. The company sits at the growth stage with a dedicated sales team and a working product motion: the bottleneck was never demo quality, it was demo flow.
Before working with Danish Lead Co., Grasp.gg ran outbound in-house. The process worked, but inconsistently. Sales reps were absorbing too much time on inbox configuration, list quality, and copywriting instead of running demos. The intent was to swap an in-house, partial outbound motion for an end-to-end managed engine that handled targeting, copy, deliverability, and lead booking, so internal sales hours could compound on conversion rather than on plumbing. Managed outbound is a particularly strong fit for selling complex B2B services like AdTech SaaS at the enterprise-agency end of the market, where the buyer set is narrow, defensible, and time-poor.
Ideal Customer Profile
How We Built an End-to-End Managed Outbound Engine for AdTech SaaS
Grasp.gg's in-house team could run outbound, but every hour spent on list cleaning, inbox warming, and copy iteration was an hour not spent on demos. The brief was to take the engine over end-to-end across both regions, hold deliverability through volume scaling, and feed pre-qualified replies directly into the sales calendar.
Pre-launch
Dual-region ICP definition with senior-role targeting
Two ICPs were defined in parallel, one per region. Both targeted media-buying agencies with 50+ employees, but the messaging tracks were tuned to regional commercial context: US programmatic-platform sprawl and reporting consolidation framing, EU multi-market campaign coordination framing. Senior roles were prioritised across both: VP of Media Buying, Head of Programmatic, Global Media Director, Global Product Marketing. This is the operating principle behind why personalisation beats volume in cold outreach at the enterprise-agency end of AdTech sales: the leverage point is role-and-region-specific framing, not raw send count.
Segments tested: US media-buying agencies (50+ employees), EU media-buying agencies (50+ employees), independent agencies and holding-company subsidiaries treated as separate framing tracks.
Infrastructure stand-up
Multi-inbox setup at 400 emails per day across two campaign tracks
Sending infrastructure used a split of Google Workspace and Microsoft 365 inboxes, warmed before launch and split across the US and EU campaign tracks. Total daily volume was tuned to 400 emails per day, balanced against inbox health rather than maximum reach. Apollo provided base contact resolution; Clay handled waterfall enrichment and per-row data appending for AI-driven personalisation. Authentication was finalised before any send, protecting sender reputation across both regions.
Configuration: Google Workspace + Microsoft 365 inbox mix, 400 emails per day total across two campaign tracks, full SPF, DKIM, and DMARC authentication, sequence of one initial email plus two follow-ups on the same thread.
Launch
Pain-led messaging to senior media-buying decision-makers
Subject lines and opening copy led with operational pain, not product features. The most-converting angles named the symptom first (platform sprawl across DSPs, manual reconciliation across ad servers, cross-region campaign reporting drag) and only then introduced the offer. Personalisation tokens drew on each agency's known platform stack from BuiltWith plus public commentary on operational priorities and recent client wins. Reply, demo booked, and signed deal became the only conversion checkpoints; opens and clicks were diagnostic at best.
Personalisation signals: known DSP and ad-server stack, recent agency client wins, public commentary from media-buying leads, multi-region campaign footprint, holding-company affiliation, sub-brand structure.
In-campaign operations
Pre-qualified replies booked directly into sales calendars
Every reply was filtered and qualified before it reached Grasp.gg's sales team. Demo bookings landed directly on sales reps' calendars, so internal hours could compound on demo quality rather than on inbox triage. Across both regional tracks the engine produced a steady 10+ qualified leads per month landing on calendars, with positive reply rates holding between 7% and 11%. Replies came from senior decision-makers, including Global Product Marketing leads at major agencies. The first close landed at $6,000 MRR, and the engine accumulated $72,000 in new ARR over the managed window.
Outcome shape: 10+ qualified leads per month, 7-11% positive reply rate across both regions, replies from VP-level and Head-level media-buying roles, $6,000 MRR first deal closed, $72,000 in new ARR accumulated.
The Mechanism Insight
For SaaS sold into large agency media-buying teams, the leverage point is operator-grade infrastructure plus pain-led messaging at senior roles. A working in-house outbound motion improves on its own; an end-to-end managed engine compounds because internal sales hours stop being spent on inbox plumbing and start being spent on demo conversion.
Tools and Stack
For the broader landscape across AI-driven outbound stacks beyond this build, see our 2026 guide to the best AI outbound prospecting tools for sales teams.
"First $6k MRR deal closed. Nice demos coming in boys, keep it up."
Eoin Greensmyth, Sales Lead, Grasp.gg
Results: $72,000 in New ARR From a Managed AI Outbound Engine
Across both regional tracks the engine produced a steady 10+ qualified leads per month landing on Grasp.gg's sales calendars. Positive reply rates held between 7% and 11% across the United States and Europe. The first close landed at $6,000 MRR, and the engine accumulated $72,000 in new ARR across the managed window, with replies from senior decision-makers including Global Product Marketing leads at major agencies.
Pipeline Outcomes
Fit Guide
✓ When It Works
- SaaS sold into operational teams at large agencies, with a defensible pain that can be stated in one sentence
- Buyer set is narrow and senior: VP, Head of, Global Director-level roles inside media-buying or programmatic teams
- The internal sales team can convert demos but is being absorbed by inbox plumbing, list cleaning, and copy iteration
- Product pricing is high enough to justify multi-month sales cycles (in the Grasp.gg case, $5,000+ MRR retainers)
- Regional campaign splits are operationally feasible (separate inbox pools, region-tuned messaging, parallel daily volume)
✗ When It Does Not Work
- Self-serve or low-ACV SaaS where a demo cycle is uneconomic against the deal size
- Brands without a single-sentence operational pain that senior agency roles will hold open in their inbox
- Internal teams with no demo capacity at all (managed outbound feeds the calendar; somebody still has to run the demo)
- Markets where the agency buyer set is too small for 400 emails per day to remain ICP-clean
- Companies that need brand-level marketing impact rather than a pipeline channel (managed outbound is a pipeline tool, not a brand tool)
Key Learnings From the Grasp.gg Outbound Build
1. Data enrichment and segmentation drive consistency in high-ticket SaaS outbound.
The 7-11% positive reply rate across both regions held because every row in the campaign was enriched against the agency's known platform stack, client mix, and operational footprint. Without that enrichment, regional rate variance would have been wider and qualified-lead flow would have been bumpier. Enrichment is the consistency engine.
2. Pain-led messaging beats feature-heavy copy at senior agency roles.
VPs of Media Buying, Heads of Programmatic, and Global Media Directors filter their inboxes for relevance, not for novelty. Subject lines and openers that named the operational symptom first, before any product framing, were the highest-converting angles across both the United States and Europe tracks.
3. End-to-end management saves internal sales hours and compounds on conversion.
Grasp.gg's in-house outbound motion worked, but it absorbed sales-rep hours on inbox warming, list cleaning, and copy iteration. Swapping it for a managed engine moved those hours back to demo conversion, which is where ARR is actually realised. The marginal sales hour is worth more on a discovery call than in a deliverability dashboard.
4. Multi-inbox infrastructure across providers protects deliverability at scale.
The split between Google Workspace and Microsoft 365 inboxes is not aesthetic. Different inbox providers throttle, filter, and reputation-score differently. At 400 emails per day across two regional tracks, running everything from a single provider concentrates risk; splitting the load reduces reputation drag and keeps positive-reply rates inside a tight 7-11% band.
5. Pre-qualified replies booked directly to calendar is the right interface.
Sales reps should see a calendar, not an inbox. Every reply was filtered and qualified before it reached Grasp.gg's team. Demos landed directly on reps' calendars, and the only attention sales spent was on demo prep and conversion. That is the interface that makes managed outbound feel like a pipeline channel rather than a workload.
Work With Danish Lead Co.
If your SaaS sells into a narrow senior-role buyer set and your sales team can convert demos, managed outbound becomes a controllable pipeline channel.
The Grasp.gg build added $72,000 in new ARR with a managed engine producing 10+ qualified leads per month and a 7-11% positive reply rate across both regional tracks. We will tell you on the first call whether your offer, ICP, and sales bandwidth suit the same approach.
Frequently Asked Questions
Common questions about the Grasp.gg managed outbound engine, the agency ICPs targeted, the messaging angles, and whether the approach generalises to other AdTech and B2B SaaS brands.
How does cold outbound work for SaaS selling into media-buying agencies?
For SaaS like Grasp.gg, cold outbound targets a narrow senior-role buyer set inside large media-buying agencies: VP of Media Buying, Head of Programmatic, Global Media Director, Global Product Marketing leads. Messaging leads with the operational pain (platform sprawl, manual reconciliation, cross-region reporting drag) before any product framing. Reply, demo booked, and signed deal are the only conversion checkpoints; pre-qualified replies are booked directly into sales-team calendars.
Which ICPs work best for AdTech cold outbound to agencies?
Mid-sized and larger advertising agencies with 50+ employees and active media-buying operations across multiple clients and markets. Two regional ICPs ran in parallel for Grasp.gg: a United States track and a European track, each with separate inbox pools and region-tuned messaging. Independent agencies and holding-company subsidiaries were addressed as separate framing tracks because their operational pains and decision rights differ.
How did Danish Lead Co. source senior media-buying contacts?
Apollo provided base contact resolution for senior media-buying roles at agencies with 50+ employees. Clay handled waterfall enrichment for contacts missing from Apollo, plus appended firmographic, holding-company, and platform-stack data per row. FI Navigator provided market and vertical segmentation by client mix and regional footprint, and BuiltWith was used to surface each agency's DSP, ad-server, and measurement-platform stack for AI-driven personalisation.
Why a multi-inbox Google Workspace + Microsoft 365 setup at 400 emails per day?
Different inbox providers throttle, filter, and reputation-score differently. Concentrating 400 emails per day on a single provider concentrates deliverability risk; splitting the load across Google Workspace and Microsoft 365 inboxes reduces reputation drag and keeps positive-reply rates inside a tight band. The split is an operator-grade infrastructure choice, not an aesthetic one, and is one of the reasons reply rates held at 7-11% across both regions throughout the managed window.
What messaging angles converted best for Grasp.gg?
Pain-led, operator-grade messaging. The strongest angles named the symptom first (platform sprawl across DSPs, manual reconciliation across ad servers, cross-region campaign reporting drag) and only then introduced the offer. Personalisation tokens drew on each agency's known platform stack, recent client wins, holding-company affiliation, and public commentary from media-buying leads. Feature-heavy copy underperformed at senior agency roles, which screen for relevance to a specific operational priority.
What was the positive reply rate across the United States and Europe campaigns?
The managed engine held a 7-11% positive reply rate across both regional tracks throughout the campaign window. The band is tight because every row was enriched against the agency's known platform stack, client mix, and operational footprint before being sequenced. Without that enrichment, regional rate variance would have been wider and qualified-lead flow would have been bumpier.
How much ARR did Grasp.gg close from this engine?
Grasp.gg added $72,000 in new ARR across the managed window, with multiple closed deals at $5,000-plus monthly retainers. The first close landed at $6,000 MRR. Pipeline is rolling: the engine produced a steady 10+ qualified leads per month on Grasp.gg's sales calendars, with positive replies from senior decision-makers including Global Product Marketing leads at major agencies.
How long does a managed outbound engine like this take to produce closed revenue?
The infrastructure stand-up (inbox warming, authentication, enrichment, sequencing) is built before launch; once the engine is live, qualified leads start landing on calendars in the first weeks. For SaaS like Grasp.gg with a $5,000-plus MRR retainer model, first closes are typically realised within the first managed campaign window. The engine then accumulates ARR month-over-month as the lead cadence holds.
What tools did Danish Lead Co. use for the Grasp.gg campaign?
Smartlead handled AI-powered sequencing across both regional tracks, with a multi-inbox split between Google Workspace and Microsoft 365 at 400 emails per day total. Apollo provided base contact resolution for senior media-buying roles. Clay handled waterfall enrichment and per-row data appending. FI Navigator provided market and vertical segmentation by client mix and regional footprint. BuiltWith was used for tech-stack insights and targeting relevance.
Can Danish Lead Co. build a similar managed outbound engine for my SaaS company?
If your SaaS sells into a narrow senior-role buyer set at an ACV that justifies a multi-month sales cycle, and your sales team can convert demos but is being absorbed by inbox plumbing and copy iteration, the same approach typically applies. Book a strategy call at danishleadco.io/book-a-demo to talk through fit. We will tell you on the first call whether your offer, ICP, and sales bandwidth suit a managed outbound engine at this scale.
