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Growth Cab Instantly
Case study

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.

Client
Instantly
Sector
Sales Engagement
Scope
Pre-launch field testingUse-case designPositioningLaunch distributionEvergreen assets
  • 30,000+ Launch impressions among founders and revenue leaders
  • 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.
Products launched
Lead Agent (July 2026), AI Sales Agent (August 2026)
Markets
United States and Europe
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.

The execution

Field-test, position, launch, compound

Prove

  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.

    OutputLaunch claims backed by real use on a live Growth Cab campaign.
    Instantly Lead Agent Live Feed chart of leads found, active leads and top-ups from 23 to 25 July, above Leads Found and Active Leads tiles, with Instantly's sample data
    FIG. 02Lead Agent’s Live Feed on Instantly’s product page. Sample data from Instantly, not Growth Cab results.
Position

  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.
    OutputA clear buying reason for each product, rooted in a problem Growth Cab meets every week.
    Instantly product page headline, AI Lead Generation Agent: Never Let A Campaign Run Out Of Leads, with Start For Free and See How It Works buttons
    FIG. 03Lead Agent on Instantly’s site, listed as the AI Lead Generation Agent.
    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.
    Instantly product page headline, AI Sales Agent: Meet Your AI Sales Agent, which finds leads, writes personalized messages, follows up and books meetings
    FIG. 05The AI Sales Agent on Instantly’s site.
Distribute 2 steps

  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.

    OutputBoth products in front of founders and revenue leaders, with the second launch nearly doubling the reach of the first.
    Growth Cab article header, AI Prospecting Tools: The Agent That Refills a Campaign Before It Runs Dry, by Federico Donatone, dated July 30, 2026
    FIG. 06The English edition of the AI prospecting tools guide on growthcab.com.

  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
    OutputEvergreen assets that keep both products in front of buyers after launch.
    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 same guide, one of five languages.
    Instantly review in the Growth Cab GTM Tools directory, Best for Cold Email Sequences, marked Certified / Cold email, with plan pricing, trial terms and a Test before you pay box
    FIG. 08Instantly’s certified review in the GTM Tools directory.
The results

Stronger with every launch

  • 30,753launch impressions and 20,706 professionals reached across the two products
  • The AI Sales Agent launch reached nearly twice the audience of the Lead Agent launch
  • Founders, owners and C-level leaders as the top audience
  • 5A 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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