What counts as a qualified meeting?

Three checks and nothing else: the company matches the profile agreed in writing before sending; the company is not on your exclusion list; and the prospect booked and turned up. A no-show is not invoiced. Job title is deliberately not a check because it cannot be verified from outside the meeting.

FOR UK MANAGED SERVICE PROVIDERS

No monthly fee. You pay for the meetings that happen.

Q: What stops you booking me rubbish meetings?

A no-show earns nothing. Of the three checks, one is the profile you agreed before sending, one is your own exclusion list, and one is whether the prospect turned up. Two of the three are outside the sender's control.

Q: What happens after the first three months?

It moves to the standard rate of GBP 2,000 a month and the per-meeting fee stops. That is written into the agreement on day one.

I write and run cold email for MSPs and IT support firms. £250 per qualified meeting that sits down, nothing in the weeks when nothing does. That is the email on the right, and you approve every one before it sends.

Get the count for your patch

Postcode and seat range in, company count and an honest verdict back. No call attached.

1 of 4

To: first name at company
Subject: company + headcount

Hi first name,

Noticed company has gone from staff then to staff now people since year.

Asking because the IT setup that works at staff then rarely still works at staff now, and most firms find that out on a bad morning rather than at renewal.

Would it be daft to send over the one page list of what usually needs changing at that size?

your name

Plain text, one question, no links, no attachments. Fields are filled per company from Companies House filings. Example values are illustrative.

No monthly fee for the first three months

£250 per meeting held, uncapped

Your domain never sends. Separate, warmed domains

You approve every email before it goes

PER QUALIFIED MEETING

£250

uncapped, invoiced after it happens

MONTHLY FEE

None

for the first three months of sending

SETUP, ONCE

£750

domains, inboxes, list, sequence

AFTER THREE MONTHS

£2,000

a month, standard rate, agreed on day one

THE PROBLEM

Everyone you want to meet already has an IT provider.

Your pipeline is referrals and the occasional enquiry that finds you. That is fine until the quarter you need it to produce and it does not.

When MSPs try outbound, most hit the same wall. Nearly every company worth having already pays someone for IT, so you are not filling a gap, you are asking a busy person to change something that mostly works. That is a different email entirely. "Are you happy with your current IT support?" gets deleted before the sentence finishes, because it announces the sender and asks a question the reader answered years ago.

What gets replies is something dated and specific that happened at their company. A firm that has put on thirty people since 2023 has an IT setup sized for a different business, and they usually find that out on a bad morning rather than at renewal. That is a reason to take a meeting. "Better service" is not, because every competitor claims it and nobody can verify it.

COMPANIES HOUSE, LIVE FILESEP 2026

active UK companies filing small accounts or larger, outside the IT sector. The pool before the size and growth filters are applied.

BY POSTCODE AREA, TOP SIX

W56,035

EC43,296

N38,694

B37,223

M30,395

E29,408

QUALIFIED

A meeting counts when it passes three checks. Nothing else.

You are paying per meeting, so this is the contract rather than a sales line. It is agreed in writing before the first email sends, and it is deliberately short.

Matches the profile you agreed

Sector, size, region and seat floor, signed off in writing before anything goes out.

Not on your exclusion list

Your existing clients, live prospects, partners and anyone you would rather I left alone. Entirely yours, changeable any time.

They booked, and they turned up

If nobody joins, it is not a meeting and it is not invoiced. A no-show earns me nothing, so I have no reason to book someone who was never going to attend.

Job title is deliberately not a check. I cannot verify who walks into a meeting I am not in, so I will not charge you for it. Check one is my filter, agreed with you in advance; checks two and three are outside my control entirely. That is a better safeguard than any promise I could make.

THE PRICE

Said the same way on the phone as it is here.

The setup fee covers domains, inboxes, authentication, the list build and the sequence, and it is the only money that moves during the two to three weeks before anything sends.

Why it is shaped this way. I am taking two firms at this rate, and what I want out of it is not the money. It is a case study with your real figures in it, a testimonial, and one call with someone in your position once it has worked. That is the trade, and it is why you are not being asked to carry a retainer for a service with no track record in managed IT yet.

It is £750 to set up. After that there is no monthly at all: you pay £250 for each qualified meeting that sits down, and nothing in the weeks when nothing happens. That runs for the first three months of sending. After that it moves to the standard £2,000 a month, and that is in the agreement from day one so it is not sprung on you later.THE WHOLE OF IT. THERE IS NO OTHER NUMBER.

HOW IT RUNS

What actually happens, week by week.

Anyone offering meetings in week one is describing something that cannot happen, because new sending domains have to be warmed before they land in inboxes at all.

WEEKS 1 TO 3
Domains, inboxes and authentication set up and warmed. List built from Companies House filings and shown to you. Sequence written and approved. Nothing sends.
MONTH 1
Sending starts at twenty-five emails per inbox per day, no more. Four hundred to six hundred new companies, four touches each. Replies start within days.
MONTHS 2 AND 3
Where meetings land. Interested replies forwarded to you with a note; not-nows, wrong contacts and opt-outs handled without you. About twenty minutes of your month.
AFTER THAT
Standard rate, judged on your own close rate rather than my forecast. If there is nothing there, you stop, and I lose the client. That is the whole of my incentive.

Your domain never sends. Campaigns run from separate domains bought and authenticated for the job. If one gets burned it is mine and I replace it. Your own mail flow is untouched.

The list is built, not bought. Filtered to the profile you agreed, then every domain and address verified before a word is written. High bounce rates are what a bought list looks like.

Lawful under UK PECR. Corporate subscribers only, sender identified, working opt-out on every message, actioned the same day. Sole traders and individuals are filtered out.

No cold calling. I do not, for anyone, ever. If a reply wants a call, it is you they talk to.

WHO YOU DEAL WITH

Magnus Skovgaard, and only Magnus Skovgaard.

I built the list engine, the sending infrastructure, the reply triage and the dialer myself. I mention that because you are technical and will want to know whether there is a system here or a contractor with a spreadsheet. There is a system, and the person who wrote it is the person who answers when you email.

I have no managed IT clients yet. That is the reason for the founders rate, and I would rather write it here than have you find out on the call. What I can show you instead of logos is the work: the actual emails, the actual list, and the numbers for your area before you commit to anything.

COMPANYSkovgaard Systems, registered in Denmark, CVR 46488776

ADDRESSTaastrup Hovedgade 92, 1., 2630 Taastrup

MARKETUnited Kingdom. Danish law bans B2B cold email at home, which is why I take the UK rules seriously.

EMAIL[email protected]

NOT FOR YOU

Cases where I would say no.

Break-fix or home-user work, where the contract value does not carry the cost of winning it
Resellers with no service desk, because the meeting has nowhere to go
Anyone who wants a high volume of cheap leads rather than a small number of real conversations
Anyone who cannot take on a new client this quarter, in which case this is the wrong quarter
Anyone who wants me to cold call

QUESTIONS

The ones a technical buyer asks.

Do you guarantee a number of meetings?

No, and you do not need one. A guarantee is a refund you would have to claim. Paying per meeting means the risk never moves to you in the first place: in a month where nothing sits down, you are invoiced nothing.

If you want a forecast for your area I will give you one from the data, and I will say plainly that it is a forecast rather than a promise. The invoice is the part that is binding.

What stops you booking me rubbish meetings?

A no-show earns me nothing. Of the three checks, one is the profile you agreed in writing before anything was sent, one is your own exclusion list, and one is whether the prospect actually turned up. Two of the three are outside my control entirely.

Will this damage our domain reputation?

Your domain never sends. Campaigns run from separate domains bought and authenticated for the purpose, warmed for two to three weeks before the first real email goes out. If a sending domain gets burned it is mine, and I replace it. Your own mail flow is untouched.

Is cold email to UK businesses legal?

Yes, to corporate subscribers. UK PECR permits business to business email to companies and LLPs provided the sender is identified and every message carries a working opt-out. Individuals and sole traders are treated differently and are filtered out of the lists. Opt-outs are actioned the same day and never contacted again.

How long before anything happens?

Two to three weeks of setup and warm-up before a single email sends. Replies start within days of sending beginning. Meetings run behind replies, and months two and three are where most of them land.

What happens after the first three months?

It moves to the standard rate of £2,000 a month and the per-meeting fee stops. That is written into the agreement on day one rather than raised later. By then you will have sat enough meetings to judge it on your own close rate instead of on my forecast.

We have tried cold email before and it did nothing.

Common, and usually diagnosable. High bounces means the list was bought. Bounces fine but almost no replies means the infrastructure was never warmed or authenticated properly. Replies coming in but none of them positive means the offer or the targeting was wrong, not the copy.

Tell me which of those three it looked like and I will tell you honestly whether I would expect a different outcome.

Who writes the replies?

I do, and you see them. Interested replies are forwarded to you with a note. Everything else, the not-nows, the wrong contacts and the opt-outs, I handle without asking you.

ONE STEP

Find out how many companies are actually in your patch.

Your postcode, how far you will travel, and the seat range you can serve profitably. I come back with how many UK companies match, what the reachable share looks like, and whether I think it is worth doing. It costs nothing and there is no call attached.