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An MSP Brings On New Clients in Year One with Email and Calling

All Case Studies
Cold Calling Engagements

An MSP Brings On New Clients
in Year One with Email and Calling

Managed Services & IT  ·  Canada  ·  Growing SMB

IndustryIT / Managed Services
Company SizeSmall but Growing
Target MarketCanadian SMBs
ChannelsEmail + Cold Calling
EngagementFull System Build
The Situation

A strong MSP offering.
No outbound motion at all.

Summit Systems provides managed IT services to businesses across Canada. The offering is solid: reliable support, proactive monitoring, and the kind of relationship-driven service model that keeps clients for years once they're in the door.

The challenge was getting them in the door in the first place. Summit had no outbound function — no list, no email infrastructure, no calling operation. New clients came when they came, through referrals and word of mouth, with no way to accelerate or predict the pace of growth.

They came to BitWide to build a proper outbound system from scratch. The goal for year one was straightforward: demonstrate that deliberate outreach could convert to real clients, and give the business a repeatable engine for new client acquisition going forward.

No Outbound Infrastructure
There was nothing to build on. No contact lists, no email sending setup, no call scripts, no CRM workflow for managing prospects. Everything needed to be built before a single message could go out.
MSP Buyers Are Skeptical
IT decision-makers receive constant vendor outreach. Standing out required messaging that spoke directly to the specific frustrations of managing IT in a small business — not a generic managed services pitch.
Year One Pressure
The business needed to see real results from outbound within the first year to justify the investment and build internal confidence in proactive sales. The bar was new clients, not just meetings.
What We Built

Email and calling running
in parallel from day one.

BitWide built the complete outbound infrastructure and ran both channels simultaneously, using each to amplify the other.

01
ICP Definition and List Building
BitWide worked with Summit to define the ideal client profile: company size, industry, geography, and the specific IT pain points that made a business ready to consider switching or adding a managed services provider. Contact lists were built and verified for both email and phone outreach.
02
Email Infrastructure and Sequence Development
Sending domains were set up, warmed, and monitored. Email sequences were written specifically for SMB IT decision-makers, leading with the operational frustrations that typically drive a managed services conversation rather than leading with Summit's features and service tiers.
03
Cold Calling Campaign
A parallel cold calling campaign ran alongside the email sequences, targeting the same prospect pool with adapted messaging. Prospects who had engaged with email but not responded received follow-up calls. New prospects entered through the calling stream independently, giving the campaign two distinct paths to the same conversation.
04
Conversation Management and Meeting Booking
BitWide managed all inbound responses from both channels and qualified prospects before booking meetings. Summit's team only engaged when a prospect had already been pre-qualified on company size, current IT setup, and genuine interest in a conversation.
What the System Produced

New clients in year one.
A repeatable system going forward.

The engagement met its primary objective: Summit brought on new clients through outbound within the first year, demonstrating that deliberate prospecting could work for their business.

New
Clients Signed
Within the first year of outbound
2
Channels Running
Email and cold calling in parallel
Built
From Zero
No prior outbound infrastructure
Ongoing
Pipeline Activity
System continues beyond year one

For an MSP with no prior outbound history, signing new clients through proactive outreach within year one is the proof of concept the business needed. It demonstrated that the service could sell through deliberate prospecting, not just through referrals arriving on their own timeline.

Running email and calling in parallel amplified both channels. A prospect who had seen an email but not responded was more receptive to a call. A prospect who hadn't engaged with email would sometimes respond via phone first. The two-channel approach gave Summit multiple entry points into the same conversations rather than relying on a single route to the prospect's attention.

Good service.
Ready to stop waiting for referrals.

If your business delivers well but relies entirely on inbound to grow, book a call. We'll assess whether a multi-channel outbound system makes sense for your market.

Book a Free Call → See More Results