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Case studyGrowth Cab × Instantly

Launching Instantly’s Lead Agent and AI Sales Agent

How Growth Cab field-tested two new Instantly products inside a live outbound engine before launch, positioned each one around the problem it removes, and took both to B2B founders and revenue leaders in five languages.

The launchLaunch flow
Lead Agent and AI Sales AgentFor outbound teams · US and Europe Client
  1. 01Prove
  2. 02Position
  3. 03Distribute
Both products field-tested before going liveLaunch assets live in 5 languages
  • 20,700+ Professionals reached across two launches
  • 2 Product launches, both field-tested before going live
  • 5 Languages the launch assets live in
Growth Cab x Instantly Lead Agent visual: a campaign that fell from 2,000 leads at launch to 12 still active, five auto-refill steps from setting a floor to never running dry, and a campaign reservoir gauge with a minimum line
FIG. 01The Lead Agent launch visual, Growth Cab x Instantly.

At a glance

Instantly
Client
Instantly
Sector
Sales Engagement
Scope
Pre-launch field testingUse-case designPositioningLaunch distributionEvergreen assets
Products launched
Lead Agent (July 2026), AI Sales Agent (August 2026)
Markets
United States and Europe
Growth CabInstantly
  • “This is a big step up. Pulling the reveal up front fixed the pacing completely. Really happy with this direction. Nice work.”
    Nancy Harnett, Head of Growth Partnerships, Instantly
01 /The goal

Launch two AI products with a reason to buy

Instantly was bringing two AI products to market that change how outbound teams work: Lead Agent, which keeps campaigns supplied with fresh on-target prospects, and the AI Sales Agent, which works the pipeline. New products only drive revenue when buyers see the problem each one removes. The goal was to launch each with a clear buying reason and put it in front of the teams that choose outbound tools.

02 /The execution

Field-test, position, launch, compound

ProveStep 01

  1. Proven on a live pipeline before launch

    Growth Cab runs its outbound on Instantly: its campaigns, its deliverability monitoring and the pilot of its own AI Sales Agent are built on the platform and its API.

    Lead Agent ran on a live Growth Cab campaign before launch day, so every claim in the launch came from real use.

    1. Campaigns
    2. Deliverability monitoring
    3. AI Sales Agent
    4. Lead Agent
    Instantly Lead Agent Live Feed chart marked Active, with lines for leads found, active leads and top-ups rising from 23 to 25 July on a blue gradient
    FIG. 02Lead Agent’s Live Feed tracks leads found, active leads and top-ups. Sample data from Instantly, not Growth Cab results.
    OutputLaunch claims backed by real use on a live Growth Cab campaign.
PositionStep 02

  1. Product, problem, buying reason

    Each launch started from a problem Growth Cab meets every week in business development.

    • Lead Agent: campaigns stall when someone has to rebuild the list by hand. Positioning: set a floor on your campaign’s lead count and let the agent keep it full of on-target prospects.
    • AI Sales Agent: launched from inside Growth Cab’s own outbound motion, showing the product working on a real pipeline rather than in a sandbox.
    Instantly Lead Agent card titled Analyzing Your Leads with the Instantly mascot: Reading lead profiles and Finding patterns in your leads checked, Writing audience suggestions in progress
    FIG. 03Lead Agent reads the leads already in a campaign to suggest new audiences that match them.
    AI Sales Agent launch creative: a 2023 silhouette covered in sales tool logos faces a taller 2026 silhouette wearing the Instantly bolt, beside the words 3 years, one shift, game changed, above a table of meetings booked by month from January to July 2026, 632 meetings in total, with the note Real results, real pipeline
    FIG. 04The AI Sales Agent launch creative, the second of the two launches.
    Detail of the AI Sales Agent launch creative: a table of meetings booked by month from January to July 2026, with a total of 632 meetings
    FIG. 05Detail of the same creative: its table of meetings booked by month.
    OutputA clear buying reason for each product, rooted in a problem Growth Cab meets every week.
DistributeSteps 03–04

  1. Launch distribution to the buyers

    Both products were taken to Growth Cab’s network of founders and revenue leaders at launch. The second launch nearly doubled the reach of the first.

    Instantly Lead Agent Live Monitoring panel on a purple gradient: a Marketing Outreach Campaign with a red bar reading 50 leads left, next to an Adding lead card for a demo contact and a calendar tile with a green check mark
    FIG. 06Lead Agent on Instantly’s site: it watches a campaign’s lead count and adds fresh prospects before it runs dry.
    OutputBoth products in front of founders and revenue leaders, with the second launch nearly doubling the reach of the first.

  2. Assets that keep selling after launch

    • A buyer’s guide to AI prospecting tools on growthcab.com in English, French, Spanish, Italian and Portuguese, capturing search demand in the US and Europe
    • A newsletter play built on Lead Agent
    • A place in the Certified Stack of the GTM Tools directory
    Header of the Italian edition of the Growth Cab article, Strumenti di prospecting AI: l'agente che ricarica la campagna prima che si svuoti, dated July 30, 2026
    FIG. 07The Italian edition of the buyer’s guide, one of its five languages.
    Instantly card in the Growth Cab GTM Tools directory, marked Cold email and Certified, with the line Sending cold email at volume across many inboxes, the Growth plan price and email allowance, and the free trial terms
    FIG. 08Instantly’s card in the GTM Tools directory, marked Certified.
    OutputEvergreen assets that keep both products in front of buyers after launch.
03 /The results

Stronger with every launch

  • 0120,706professionals reached across the two products
  • 02The AI Sales Agent launch reached nearly twice the audience of the Lead Agent launch
  • 03Founders, owners and C-level leaders as the top audience
  • 04A 5-language buyer’s guide keeping both products in front of teams choosing their outbound stack

Key takeaway

The fastest way to launch an AI product is to show it working in a real pipeline.

Because Growth Cab ran Lead Agent and the AI Sales Agent in its own outbound first, both launches arrived with a buying reason buyers could trust.

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