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Case study

178 interested replies from the mid-level IT persona ITAMG's industry buys from

178
Interested replies
22.9%
Peak reply rate
69%
Right-persona rate
Category
Services
Industry
IT Asset Disposition
HQ
United States
Engagement
10.5 months

About ITAMG

ITAMG is a certified IT Asset Disposition provider. They pay enterprises for retired IT equipment, then handle certified data wiping, repair, packaging, and disposal.

It's the inverse of most disposal vendors: instead of charging a fee to take equipment away, ITAMG cuts a check for it. Gartner-recognized, R2-certified, twenty-plus years in category. They serve US and Canadian enterprises with heavy IT refresh cycles, where the buyer cares first about who is handling their data at end-of-life.

The challenge

01
Low top-of-mind awareness
Nobody thinks about IT disposal until a migration forces it.
The challenge

IT disposal isn't a category anyone thinks about until it's blocking a data-center migration or a leasing return. Reaching the buyer three months before they need it was the whole game.

02
A security-sensitive buying process
The buyer cares first about who handles their data.
The challenge

ITAMG's clients care most about who is handling their data at end-of-life. Every message had to earn security credibility before it earned interest.

03
The wrong persona is easy to hit
Default outbound lands on the C-suite and burns the send.
The challenge

Cold outbound defaults to founders and VPs. In this category, every send that lands on C-suite burns a send and a reputation point without moving the deal.

The GTM engineering in works

GTM Play 01
Security credibility before interest
Gartner rating, R2 cert, question-led openers.
0.1% to 22.9% reply rateacross five months of iteration
The play

We led with ITAMG's Gartner rating, R2 certification, and twenty-plus years in category, referenced ITAD breach reality without leaning on fear, and used question-led openers for a technical operator who wants to think, not be sold to.

Reply rate climbed from a 0.1% cold start to a 22.9% peak, then held near 20%. First-month qualified pipeline of $24,440 was flagged in ITAMG's own Slack.

GTM Play 02
The retired-fleet value estimate
The closet of dead gear is an asset, not a cost.
~2x reply on the money-lens opena rough quote back in about two business days
The play

We opened on the stranded-value instinct: most teams have a closet or cage of retired machines nobody has valued. ITAMG's model is the inverse of most disposal vendors, cutting a check for the gear instead of charging to haul it away.

The offer was low-friction: send a rough count and models, numbers back in about two business days, no call. Fleet scale was inferred from headcount and office count, and the copy never implied a specific figure before assessment.

GTM Play 03
Trigger on decommissioning signals
A migration hire signals a disposal event, months out.
The play

We watched for companies hiring Cloud Architects or Migration Specialists. Those hires signal an active migration, and every migration generates a disposal event three to six months later.

Cross-checked against public job posts and tech-stack signals to time the send before the need arose, not after.

GTM Play 04
Compliance-anchored industry tracks
HIPAA, SOC 2, secure dev-hardware, public-sector data.
59% of replies from Tech and Ed/Govfour tracks, each on its own compliance frame
The play

Healthcare anchored on HIPAA, financial services on SOC 2, technology on secure dev-hardware disposal, education and government on budget plus constituent-data protection.

Reply distribution landed Technology 31%, Education and Government 28%, Healthcare 18%, Financial Services 15%. Four industries carried nearly all of the flow.

GTM Play 05
The audit-ready policy, written for them
Walk into the next audit with the policy already done.
~2x reply on the give-first opena fill-in-the-blanks NIST 800-88 template
The play

For regulated verticals we led with a give, not a pitch: a fill-in-the-blanks NIST 800-88 aligned media-sanitization policy template, framed with the exact regulation their vertical answers to, HIPAA for health systems, GLBA for banks.

Email one pitched no services at all. The follow-up connected the written policy to execution: serialized destruction, certificates on file. Proving compliance literacy earned the reply before any ask.

GTM Play 06
The nobody-owns-this gap
Flagged companies where no one owns IT asset disposition.
~2x reply, and self-qualifyingtitle absence is verifiable on LinkedIn
The play

We searched each target's org for anyone owning asset disposition, and when the title was absent, we opened on exactly that: "I couldn't find anyone who owns retired-asset disposition at [company], which usually means gear piles up in closets."

Detecting a title's absence is honest and self-qualifying: companies that do have the role simply fall out.

GTM Play 07
The Windows-10 EOL refresh trigger
Caught firms mid-refresh, retiring their old fleet now.
~2x reply on a dated universal triggertimed to the end of Windows 10 support
The play

With Windows 10 support ended, laggard enterprises are mid-refresh right now, so we opened on the half they forgot: "most teams planned the buy side of the Win10 retirement, not the disposal side."

A dated, universal trigger with a live audience, carrying an offer of a disposal-and-recovery plan for the fleet coming out.

GTM Play 08
The M&A cleanup trigger
Triggered on announced deals and their redundant hardware.
~2x reply on the deal windowaimed at acquirer-side IT leadership
The play

A merger reliably strands hardware and confuses asset ownership, exactly when chain of custody breaks. We referenced the announced deal and spoke to the consolidation reality: duplicate infrastructure, absorbed fleets, decommissioned offices.

Offered the chain-of-custody gap audit framed around integration, aimed at IT leadership on the acquirer side.

Results

178
Interested replies across Healthcare, Technology, Financial Services, and Education/Government
22.9%
Peak positive reply rate, up from a 0.1% cold start over five months
69%
Of interested replies from hands-on mid-level IT professionals, the persona that specs and buys ITAD

In their words

Richy George
"Shoutout to this entire team, you all are doing a great job and we have really enjoyed partnering. Some big deals in the process from all of your work."
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