Charles Tenot

CEO @lemlist & lempire. I share what I learn as the CEO of a profitable SaaS growing to $40M to $100M+. Follow me to learn from the journey.

I'm a business generalist who loves tech & running high-performing businesses.

Happy to meet Sales professionals
If you're:
- An SDR or Sales Rep
- A Sales Manager, Head of Sales, or Head of Sales Development
- A VP Sales or CRO

And you work at a B2B company between 50 and 1000 employees,

I’d love to connect for 30 minutes to chat about outbound strategy, share ideas, and learn from each other.

Don’t hesitate to drop an email on charles@lempire.co

COO / General Manager

Growing lempire from 20M$ to 100M$ while generating 35%+ EBITDA

lempire products: lemlist, lemwarm, Taplio, Tweet Hunter, lemcal - more to come

Outbound is about to change forever.

Today we’re launching the most important feature we’ve ever built.

It’s called Signals.

And I believe it’s going to become a new industry standard.

Because here’s the truth: 

People don’t hate sales reps.

They hate being interrupted for the wrong reason.

But when timing and targeting are perfect...

Sales doesn’t feel like spam. It feels like help.

It feels like:
→ An expert spotting a problem you missed
→ A guide bringing a solution you didn’t know existed

That’s what we’re making possible with Signals.

It tracks buying intent across your accounts.
Or it finds the right ones for you, automatically.

Right now we detect 3 key intents:
→ Website visits
→ Hiring activity
→ LinkedIn engagement

And we’re adding 4 more in the next few weeks.

This is just the beginning.

Our long-term vision is simple:

Make intent-based outreach insanely simple
And partner with the best data providers for every signal

So now in lemlist you get:
→ 450M lead database
→ Email & phone enrichment (80% / 60% find rate)
→ LinkedIn, email, phone, WhatsApp, soon SMS
→ Deliverability tools built-in
→ AI outbound coach
→ And now... real-time signal tracking

We’re building the most complete outbound platform for small & mid-size teams.

Sign in & security

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Talks about #tech, #sales, #growth, #startup, and #revenueoperations

CEO @lemlist | Building the sales operating system teams actually want to use

Really excited to share that from today, lemlist is SOC 2 Type II certified 🔥

Until 2024, we had never lost a deal because we weren’t

Then in Feb 2025, we lost our first 50+ seats deal

Just because we weren’t certified

Then another one; then a third

That’s when we said ok, let’s do it

It took us around 4 months

In the meantime, we signed a few deals with an exit clause if we didn’t provide the report by a given date.
That gave us just enough time to complete it

We already sent the report to 10+ prospects who had been waiting for it

Excited to see what it brings

One more step on our way to becoming the go-to sales engagement tool for 5-100 sales teams

Big congrats to the team for pulling this off 👏

Here’s a real outbound email that helped an SDR book a meeting with the CPO of a $40M ARR business (us) 👇

Every line was about us.
→ It referenced a product we just acquired.
→ It made a strong connection between that move... and their product.
Overall, it didn’t feel like outreach. It felt like someone already in the loop.

Here’s why it worked:
→ The SDR shows deep industry expertise.
→ They understood our product roadmap and what matters to US
→ The email is sharp, clear, remaining short but with the right level of details.
→ They wrote the email like a real person, not a bot

No fluff, no gimmicks.

Just sharp thinking and human writing.

Most teams do the opposite:
They automate what should feel handcrafted.
That’s why reply rates are so low.

You can of course have templated micro-campaigns (50-150 leads size) for lower tier leads, but for top tier, you should go 100% human.

This is what the best teams do, they go smaller and deeper:
Fewer prospects.
More relevance.
Higher conversion.

Because ultimately it's better to achieve 10% reply rate on 20 leads (2 meetings) than 0.05% on 2000 (1 meeting)

Spammy cold emails are dead. But outbound is still the #1 growth lever when done right.

Here’s how it evolved over the past 7 years, and what it takes to win in 2025:

2018: Let’s automate follow-ups and send cold emails to as many people as we can

2019: You can personalize emails a lot more and even add videos to increase your reply rate!

2020: Limit cold emails to 30-50/day or you will land in spam. 
Warmup tools become a thing (👋 lemwarm)

2021: LinkedIn + Email gives 3x better reply rates

2022: Buy as many domains as you can to send 100K+ emails/month for $500/month

2023: Multi-channel is the new king. 
World-class Sales team combine LinkedIn + Email + Calls to maximise reply rates.

2024: AI SDRs & "email infrastructures" start flooding inboxes. 
Spam filters get tougher. Reply rate decreases.

2025: High-quality data becomes essential, high-volume senders spend their lives in the spam folder.

2026: Spray and pray is officially dead.

So what works now?

→ Reach the right person, at the right time, with the right message
→ Use the most effective channel
→ Rely on signals, not luck
→ Send fewer messages, but make them sharp
→ Sales teams act like experts — helping solve real problems
→ And they make serious money doing it

And no matter the year... two rules never change:
#1: You must stand out. That’s true in sales. It’s true in marketing. It’s just true.
#2: If you bring real value, results always follow. Always.


What’s your take, where do you see outbound going next?

4 good reasons why we 𝘀𝗵𝗼𝘂𝗹𝗱𝗻'𝘁 have bought Claap. And why we still 𝗱𝗶𝗱 👇



1 - We could have built it
Today, it's easy to build something that records meetings and gets transcripts. There are even APIs to do it in minutes.

But, software always looks simple at first.
That's why you see new tools coded overnight every day.

But the devil is in the details.
You can build a feature.
But building a product takes years.
Even with AI.
We could have built something that checks the box.
But we would have built 5% of Claap.

Claap is not about recording meetings.
It's about capturing conversations & interactions and turning them into value for Sales:
→ Reps coaching 
→ CRM filling
→ Get insights across all conversations

That's not a feature. That’s a product.


2 - Founders might just wait for the earn-out
Classic M&A risk. Founders join, stay 2 years, don’t push, then leave.

With Robin Bonduelle, Pierre Touzeau & Thomas Hernandez, we share the same ambition: build a global leader.
I’ve rarely seen a team more committed post-deal.

Robin even joined our SteerCo retreat last week... last minute.
That tells you everything.


3 - M&A = defocus
To succeed, you need focus. We learned that last year.
By focusing 100% on building the best engagement tool for sales teams, we’ve grown like never before.

But now the team is more mature.
And sometimes, creating a bit of chaos is what drives long-term growth.


4 - Integrations take forever

You pause your roadmap. You lose speed. You lose your edge.

We don’t want that. We’re not rushing integrations. 

We’re focusing on growing both products while creating integrations on selected use cases that makes sense, like
→ auto-create tasks from meetings
→ re-engage prospects at the right moment

Small, high-value use cases first.

---

You can always find good reasons not to do something.

No one ever got fired for not buying a company.

But if you still feel it’s right, even after listing all the cons...maybe you should do it.

"Clay might be the most impressive company of the last 5 years".
I said that to Bill over dinner last week. He asked me why.

There are a few reasons:

1️⃣ Resilience
They struggled for years before the so-called overnight success.
Just like Notion.
This is incredible to see Founders fight for their vision for years to ultimately being proven right.

2️⃣ Customer obsession
From day one, they knew they had something.
But they spent years meeting hundreds of growth people before cracking it.
They ended up with one of the deepest market understandings I’ve seen.
And made the most advanced growth techniques accessible to anyone.

3️⃣ GTM playbook
They turned partners into a growth engine.
Thousands of them, at scale. And they grew with them.
Their GTM model will be studied in business schools.

4️⃣ Category creation
When Gainsight created CX tools...
Clay created GTM Engineers.

5️⃣ Corporate decisions
They already gave a $20M secondary option to employees.
Very cool signal to reward people who committed early.

6️⃣ Brand
This one is more subjective, but I really think they nailed it.
The name, the visual identity.
It all feels fresh, clean, and modern, and it sticks.


---
Really excited to welcome Varun Anand, one of Clay’s co-founder, at our office tomorrow.

He is clearly one of the leading minds on where GTM is heading.

With the amazing Bill Stathopoulos from SalesCaptain, we will be talking GTM trends for 2026.

Join us (link in comments), limited spots

I once hired someone despite average references. He turned out to be a top performer with us.

That’s when it clicked for me: performance is often more about context than talent.

I’m a big believer in reference checks. 

I think they’re critical.

Some CEOs even say they care more about references than interviews.

But here’s the nuance:

Strong performers are situational.

The same person can be mediocre in one team... and absolutely shine in another.

Why? Because people aren’t good or bad by nature.

They’re good or bad depending on:
→ the culture
→ the manager
→ the mission
→ the stage of the company
→ the role itself

I’ve lived it myself. 
I was an average performer at Allianz.
I did the job, nothing more.
But, in my next roles, I went 10X.

Not because I changed overnight but because the context did.

So, how can you spot someone who might shine in your setup?

Here’s what I look for:

→ Deep curiosity: not just job titles, but someone who nerds out on stuff—even in their free time

→ Frustration patterns: people who stopped trying because no one listened

→ Short tenures in the wrong places: some people leave bad fits early. That’s not a red flag—it’s a green one

→ Obvious skills alignment: their strengths match your current needs and team dynamics

--
References matter. 
But they don’t tell the whole story.

Just landed in Paris from Tekpon AI Summit and in 1 hour, I’m going live with Taplio.

I’ll break down everything I’ve learned growing to 34K followers.

→ How I come up with ideas
→ How I organize my content
→ What drives the most engagement
→ What I’d do differently if I had to start from 0
→ How Taplio actually helps me
→ Even the stuff I don’t do (but probably should)

Already 1000+ signed up.

Why not you?

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The real reason we bought Claap is 𝐍𝐎𝐓 because it's an invisible note-taker that fills your CRM automatically... It's much more evil 😈

Context is to AI what fuel is to a car.
Or what records are to a CRM.

No context = useless AI.

When you ask for public info like Einstein's birthday, ChatGPT nails it.

But when you ask:
→ When is this prospect planning to buy?
→ Who's the decision-maker in this account?
→ What competitor am I facing in this deal?

ChatGPT doesn’t know.

Because it wasn’t trained on that kind of private context.

That context lives in:
→ Sales calls and meetings (captured by Claap)
→ Emails and LinkedIn messages (soon captured by Claap)
→ CRM notes and fields (captured via Integrations)

Sure, you could connect all these sources yourself.
But good luck building a data architecture that scales across your entire GTM stack.

That’s not plug-and-play. That’s enterprise-level messy.

And even if you do it, there’s another problem:

Generic AI isn’t built for Sales.

It works by looking at "semantic proximity", fancy way to say: finding similar words.

So when you ask for "Competitors", it might surface "Rivals" or even "Enemies"
...instead of your actual competitor in that deal.

That’s why vertical AI beats general-purpose tools.

To make AI work in GTM, the entire chain needs to be built for GTM, not just the prompting layer.

That’s where we’re heading. 

Claap will become the AI context center for lemlist products.

What do you think of this plan? 😈

I was shared over 50 AI use cases by world-class GTM teams.
Only 10% are actually driving positive ROI.


Every team wants to add AI to their GTM stack.

But the "why" and "how" should come before the "what" ; and that part is often forgotten.

AI looks amazing in demos. It creates that "wow" effect.

But when it comes to turning prospects into customers... it often falls flat.

That said, a few use cases are actually working. 
And they all have one thing in common:

They help teams handle large volumes of unstructured data.

Here are use cases I’ve seen deliver results across top GTM orgs:

→ Data cleaning & smart filters
Use Clay, lemlist tables, or even a Gsheet linked to LLMs to streamline data cleansing or enrich your records.

→ Research automation
Clay (Claygents), Firecrawl, and similar tools can automate prep work and save hours.

→ CRM hygiene
Auto-fill CRM fields with tools like Claap to save reps time—and finally get data quality you can trust.

→ Prospect scoring
When you're handling high volumes, AI can score leads by combining structured and unstructured data.

→ Deal & account scoring
Top GTM teams do regular deal and account scoring using all touchpoints—calls, emails, signals—and AI helps scale that.

→ Lookalike identification
If you're still mapping your ICP, AI can help find similar customers so you focus on who’s likely to close next.
Some more advanced use cases are also showing serious ROI:

→ ElevenLabs (cc Jonathan Chemouny) built a voice agent using their own tech to guide inbound leads through their buying journey.

→ HubSpot and Pipedrive are testing AI sales agents to answer product questions.
 It sits between website and sales and from internal feedbacks I could get, it gives pretty interesting results.

I’m sharing more about this today at the Tekpon AI Summit.

I'll walk through what I learned from 20+ GTM leaders at Ramp, Revolut, Paddle, Alan, Pennylane, and more.

And over the next few weeks, I’ll keep posting examples here.

Please help 👇
What AI use cases have you seen deliver ROI ; or fall short?

DM me if you're working in a 5+ people sales team and want to chat use cases.

---
PS: this pic is from the event: great session with Bill Stathopoulos from SalesCaptain and Frank Sondors 🥓 from Salesforge 🔥

We did 40% off for Black Friday last year. But, we won't be doing it again this year for a few reasons.

Every year, PLG SaaS tools rush into Black Friday (or Cyber Monday) like it's a must.

We did it for 2 years. It worked "on paper".

But now we're done with it.

There are a few reasons:

1- Time-shift revenue vs. actual revenue

Yes, we got a spike in conversions.

But it just pushed people to convert earlier. 
After the deal... conversion dropped for a while.

This means we just time-shifted revenue.

2- It kills focus.

The team spent days prepping offers, landing pages, emails.

We'd rather have:
• Product & Tech improving the tool
• Marketing working on stuff that brings actual value to Sales teams

3- It impacts Brand perception

It sends the wrong brand message.

We're not a random tool you can find for cheap, and don't want to be.

We're a team of 50+ engineers based in Europe, building something great.

We want to build trust, not urgency.

4- It doesn't really help customers make better buying decisions

Buying software is not a 24h impulsive decision.

It's a choice that should help you for months, ideally years.

But a Black Friday offer puts pressure.

People buy because of the price, not because of the fit.

And that leads to the wrong kind of customers.

Most of the discounted users churned within a year.

---
We're not here to be the cheapest.

We're here to be the most helpful.

To deliver recurring value, over the long term, with an unparalleled product.

---

So this year, no Black Friday. 
No FOMO.
Just focus.

🙌

You don't need to send 1,000+ emails a month to close $1M in outbound sales.

Actually... the best reps I know send very few messages.

But each one is tailored with care.

Let’s do the math:
→ $1M target with a $40K ACV = 25 deals
→ Let’s say you close 1 in 4 = 100 qualified meetings
→ A good personalized outbound can get 5% reply rate
→ That means you need 2,000 leads
→ That’s just 9 accounts per day

Don’t tell me you can’t do that.

Every day:
→ Pick 9 accounts
→ Do your research
→ Write quality messages
→ Book one meeting every 2 days

Sales is not a spam game. It’s a discipline game.

The lazy shortcut is blasting 10,000 emails.

The smart way is caring enough to make 9 count.

Last minute plans are always the best.

Paris was not even supposed to be part of Varun Anand's Europe tour for Clay.

Thanks to SalesCaptain and TC9, it was added at the last minute.
And it turned out to be an amazing event, my favorite of 2025.

The energy was 🔥

A room filled with insanely talented GTM engineers building best in class systems to make outbound always more precise and targeted.

Varun said that he believes France has some of the top talents in Growth in the world.

He gave the example of our Growth Twins, Edouard and Louis, who are, he said, building GTM engines for Pigment comparable to what exists at Stripe or OpenAI.

My vision for 2026 is unchanged:

We need to keep improving GTM systems to make Sales more targeted and more valuable for buyers.

Spam is the enemy.

GTM Engineers should focus on building small and very targeted lead lists.

Or even better, focus on scoring and helping sales teams prioritize by giving them tools that make all the context available quickly so they can make better decisions on what to do next.

This is why Clay and lemlist work so well together and why so many customers use both.
→ Clay helps source, score and prioritize leads
 → lemlist helps engage across all channels including email, LinkedIn, phone, WhatsApp and SMS, which maximizes the chances to get buyer attention

Thanks to everyone involved yesterday and to everyone who joined.

--

cc Julia Guenier, Bill Stathopoulos, Jérémy Grandillon, Theo Kanellopoulos, Frank Sondors 🥓 Valentin W., Pierre-Baptiste Landoin

Most CEOs spend too much time with investors, but that's not how you create value for your business. 
Here’s what I believe a "perfect" CEO week looks like in a 100-300 people company 👇

I’ve been thinking a lot about how to use my time better.

What creates real value? What’s just noise?

Here’s what I’ve learned the hard way:

What doesn’t work:

→ Spending hours with investors. It’s mostly about optics. A 3-month doc + reaching out when needed is often enough.

→ Jumping into shiny new topics already owned by the team. You’ll probably slow them down more than help.

→ Sharing new ideas and articles every day. I’ve been guilty of this. It’s distracting. Focus beats stimulation.

What works:

→ 5 customer calls per week. Mix of long-term users, new wins, and churned ones. Especially those who fit your ICP.

→ 5 employee 1:1s per week. Not just your execs. Anyone. Just listen and understand what’s working and what’s not.

→ 5–10 hours of deep work on big bets. Future products. Strategic questions. The stuff no one else can do.

→ Use your own product or go through the full buying journey. Spot the frictions.

→ Work with your managers like a coach. 
Not status updates. Real problem-solving. Building trust.

 → Talk with other CEOs and advisors. 
Helps you zoom out and see things differently.

 → Take care of yourself. 
Walk. Exercise. Most good ideas won’t come from checking Slack.

→ Stay in touch with the market. A few newsletters. A few creators. Just enough to stay sharp. Not too much to lose focus.

One of our most successful 2025 features is a pure trojan horse. 
And most companies can steal this GTM strategy to accelerate growth.


When it comes to outbound, companies have 3 options:

1/ Work with a spreadsheet and forget 90% of follow ups

2/ Use their CRM, e.g. an "all-in-one" approach (Hubspot, Salesforce Engage)

3/  Go for the "best-of-breed" and use a tool like lemlist or Outreach

All-in-one tools are convenient but not really best-in-class in terms of features.

On the other hand, best-of-breed tools are the most powerful and give better results. 

But they have one big flaw, they require the team to adopt another tool.

And in 2025, teams want less tools, not more.

So what we did is simple: we decided not to position "against" the CRM.

We embraced it.

We embedded lemlist inside Hubspot and Salesforce.

All key jobs to be done... 100% available in the CRM:
→ Enroll leads in a sequence
→ Pause or remove from campaigns
→ Edit the campaign
→ Find phone, email, LinkedIn
→ Engage via email, phone, LinkedIn, WhatsApp
→ (soon) Find new prospects in target companies

No tab switching. No training needed. No resistance from reps.

We have still people using lemlist in lemlist.

Because our overall strategy is simple:
1️⃣ Build lemlist to be the reference for people who do outbound most of their days (SDRs)
2️⃣ Build lemlist "from CRM" for those who want to only use 1 tool
3️⃣ Build lemlist "for builders", via API, for those who want to build more custom use cases

---
It’s not the first time this strategy worked.

At Botify, we launched in the US selling SEO software.

We positioned it as complementary to the suite people already used.

That’s how we grew from $0 to $10M ARR in under 2 years.

---

If your market is crowded, don't fight for space.

Find the cracks.

Last week, I saved 2+ days as a CEO by using a vibe coding tool.

I’m convinced these tools will change how teams collaborate long before they ever replace Software Engineers.

Here are 2 moments where it made a real difference in my CEO role:

1. Pricing Iterations

Normally I’d open Notion or FigmaJam. 
Build a doc no one reads.
Instead, I used Lovable.
I built 5 versions of our pricing page. Using our real UI. In minutes.
Then shared with the team. Got async feedback. Clear and fast.

2. BI Dashboards

I needed specs for 2026 performance dashboards.
The usual way is a long doc, a meeting. 
People misunderstand half of it.

This time, I made a working prototype.
With fake data. Real filters. Actual charts.

The exec team played with it. Commented inside. I updated the prototype.

We had the final version 24h later.

Another example: when we shipped the Calling feature at lemlist, Maël Ezzabdi skipped the doc too.

He used a vibe coding tool to build a live prototype.
The team instantly got the vision. Built v1 in weeks.

So no, I don’t think AI tools will replace engineers anytime soon.
Actually, hiring Software Engineers has never been harder.

But I’m convinced they’ll change how we work together.

One visual beats 100 words.

Curious if others are seeing the same shift?

CPO @lemlist - On a mission to help ambitious businesses become big names!

Me in 2020: "Sh** the candidate rejected us, what did we do wrong?"

Also me, in 2025: "Good news, they understood our culture and said no."

And that's actually a win

Because a good culture is not about pleasing everyone.

It's not a one-size-fits-all.  It's a filter.

If you're trying to be for everyone, you end up being for no one.

I’m not saying losing candidates is good.

But losing the wrong candidates can be.

There are bad reasons to lose someone:
→ You were too slow
→ You failed to explain the role properly
→ Hiring manager didn't inspire
→ You didn’t show what’s exciting
→ You lowballed the offer

But here’s a good reason:
→ They felt it wasn’t the right culture or role for them

That’s alignment.
And that’s exactly what you want.

You’re not just hiring skill. You’re building a team that wants to be there.

Really happy to share that we hit a 9.1 eNPS score (+72)

This is another +0.2 improvement from 8.9 earlier this year.

It might not look like much... but to me, it means a lot.

I’m a competitive person. I love chasing growth.

But I’ve learned you don’t fully control success.

You do control the environment you build.
The people you hire.
The ones you keep.
The ones you promote.

So for me, this is the biggest win.
Seeing the team happy and thriving.

Now let’s make sure we keep that level of engagement as we scale.

We're still hiring:
→ Product designer with strong convictions
→ Experienced Software Engineers (🇫🇷 speaker)
→ Sales reps (anywhere 🌍)
→ Product / Content Marketers (sales mindset is a must)

Reach out if that sounds like you.

Everyone is excited about AI for sales, but very few are getting positive ROI.
And it’s not just my opinion. 

Kyle Poyar and Maja Voje surveyed 195 software leaders.

One of their key findings is scary but not surprising: 

→ AI in GTM is underwhelming.

Ahead of my talk at the Tekpon AI Summit, I spoke with 20+ leaders of top global companies (Ramp, ElevenLabs, Agicap, Pennylane, Paddle, Gorgias, Revolut and more.)

I had the exact same feedback:

→ Everyone has use cases with AI
→ But very few are convinced by the total net impact vs. costs (time spent, tools, etc.)
→ AI is great at some tasks, but disappointing at others
→ Adoption remains the #1 problem to make AI use cases ROI-positive


Ahead of the conference, here’s where it actually delivers value in sales:

→ Processing a lot of info, fast
Example: doing account research before meetings

→ Spotting buying signals in messy data
Example: detecting office openings in news articles

→ Auto-filling CRMs
Example: turning call transcripts into structured data with Claap

→ Turning chaos into clarity
Example: classifying companies as B2B or B2C from descriptions

→ Catching what humans miss
Example: flagging churn risk in emails and meetings

I’ve built a simple framework to figure out when AI helps, and when it fails to deliver.

I’ll also share 9 real-world use cases that are already driving ROI.

All of this is part of my session at the Tekpon AI Summit.

👋 I’ve got 3 free passes to give away.
➡️ Drop a comment and connect with me if you want one.

PS: you can read the full article from Kyle's newsletter
https://lnkd.in/evrRtxpV

Founder & Creator | Growth Unhinged

Bestselling Author | Empowering 9,500+ Companies with My GTM Method | B2B AI-GTM Consultant | Building AI Agents & Agentic Workflows | 73K LinkedIn | 25K Newsletter

Tekpon

Demand House

Founder

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

Clay vs Freckle - Which is best for small GTM teams?

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy (email and cold call scripts).

Clay is the most popular tool for this, but is it the best?

After building GTM engines for 2 to 10 person sales teams, we believe Freckle is the better option.

Read this article to find out why…

Outbound systems for B2B SaaS & GTM teams | Take control of your pipeline | Founder @ Demand House

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy. Clay is 

Open article: Clay vs Freckle - Which is best for 2-10 person GTM teams? by Joe Wheatley • 4 min read

Clay vs Freckle - Which is best for 2-10 person GTM teams?

Jack Porter grew his LinkedIn following from 0 → 15k in under 12 months.

And now he’s up to his ears in inbound demos.
(So much so that he doesn’t run outbound anymore.)

Jack is the Co-founder of BirdDog - they scan for the most relevant signals from your best accounts, so reps get notified when ideal prospects are ready to buy.

The tool has delivered so much value that BirdDog have grown 900% this year alone.

But getting here wasn’t easy.

Jack started out grinding through a 9–5 finance job…
…while taking product demos in his car on lunch breaks.

Here’s the full origin story.

Take control of your pipeline | Outbound & GTM systems for B2B SaaS with 2-8 person sales teams | Founder @ Demand House

Every serious GTM team has Warmly, in their tech stack.

We use it for our clients.
Warmly uses it to dogfood.

But do you know their origin story?
It’s one of our favorites.

Three people took a risk together.
And after six painful pivots, it paid off.

While putting this video together, we noticed three things about their team:

1 / They’re extremely talented
2 / They’re innovators
3 / And they’re a great bunch of people

And now they're at $6M ARR and growing.

What did you think of the story? Drop your comments below

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Firmographics-first is yesterday’s playbook. Signals-first is today’s.

And there are two awesome companies pioneering this shift:

1️⃣ Signalbase (Previously LeadsOnTrees)
2️⃣ BirdDog

This week, I had the pleasure of speaking with Georgi Furnadzhiev, CEO of Signalbase, where he gave a demo of the platform

P.S. It's seriously impressive!

Dependent on inbound demos? Take back control of your pipeline | Outbound & GTM partner for B2B SaaS

Michael Lovegrove helped Groov grow 331% in 12 months as VP of Sales

How?

→ He narrowed their ICP

As a result:
- Priorities became clear
- Their product roadmap became focused
- They understood their ideal prospects and customers far better

Which meant:
- Sales became way easier
- Retention improved

This wasn’t a one off. Michael has proven throughout his career (JRNY, Groov, Fresha) that narrowing your ICP is one of the strongest growth levers you have, and it's universal (applies to every business)

It really just comes back to the core principle: "do less, better"

Now you know you need to narrow, follow Michael’s framework to do it right:

Look at your existing or past customers and ask:
 1 / Who was most profitable?
 2 / Who was easiest to acquire?
 3 / Who had the most success with your product?

Here lies the gold you've been looking for

99% of the time we talk about GTM and SaaS, but 1% of the time we stray outside the bounds - and this is one of those occasions.

Meet Tobi Chapman

Tobi is the Founder of Everboost, a retention marketing agency for DTC brands.

And he’s one you need to watch.

According to Tobi, here are the top retention metrics that matter in DTC.

Spot any similarities with SaaS? Drop them in the comments.

GTM Engineering for B2B SaaS | Founder @ Demand House

Our top 10 GTM plays right now

1️⃣ Website Leads (Person-Level Orchestration)

1 / Identify high-intent visitors → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

2 / Identify medium-intent visitors → trigger AI chat. If demo not booked → trigger warm pop-up. If demo not booked → trigger follow-up sequence.

2️⃣ Website Accounts (Account-Level Orchestration)

3 / Identify closed-lost deals from 60+ days ago → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

4 / Send qualified account to Clay via Webhook → tier account → find contacts → enrich → validate → build messaging & scripts → sequence by Tier.

3️⃣ Non-Website Plays

5 / Research intent signals (competitor search, integration partner search, relevant keyword search) → send to Clay → enrich → build messaging → send to sequencer.

6 / Track new decision-makers at ICP accounts (likely to re-evaluate tech stack) → send to Clay → enrich → build messaging → send to sequencer.

7 / Track job changes from known contacts (recommend software from previous company at new company) → when detected → send to Clay → enrich → build messaging → send to sequencer.

8 / Hiring signals (e.g. hiring for SDR role = investment in sales/salestech) → when detected → send to Clay → enrich → build messaging → send to sequencer.

9 / Identify competitor customers → send to Clay → enrich → build messaging → send to sequencer.

10 / Target closed-won lookalikes (best prospects = best customers) → send to Clay → enrich → build messaging → send to sequencer.

Tech Stack:
→ Warmly, for website de-anonymization, website plays & intent signals
→ Clay for enrichment and messaging
→ Ocean.io for lookalikes
→ Instantly.ai for email sequencing
→ HeyReach.io for LinkedIn sequencing
→ lemlist for multi-channel outreach
→ Slack for messaging and notifications

Which plays do you like / not like? Any other plays? Drop in the comments.

7 steps to turn website leads into revenue 👇

1 / Find website leads with Warmly

2 / Push leads to Clay / Freckle (via webhook)

3 / Enrichment, ICP classification & tiering

4 / Contact validation

5 / Message-based enrichments

6 / Write copy & messaging

7 / Routing / sequencing

P.S. For the full guide, check out the article below

1 - Find Website Leads with Warmly Warmly.ai lets you identify account and person-level website visitors. You can see details such as name, email, pag

Open article: 7 Steps to Turn Website Leads Into Revenue (with Example) by Joe Wheatley • 3 min read

7 Steps to Turn Website Leads Into Revenue (with Example)

You have 30k people visiting your website.
Are there enough leads to feed your team of 5 SDRs, or do you need to supplement with non-website plays?

To answer that, start by looking at your website data using Warmly or RB2B.

Then split your leads into Tier 1s (best leads), Tier 2s (good leads) and Tier 3s (okay leads).

Your first definitions might be slightly off (a Tier 1 might actually be a Tier 2 etc), but that's to be expected. Refine as you go.

Once your leads are broken down by tiers, work out your sales team's capacity.

Scenario A
→ If there are enough Tier 1s and Tier 2s to meet capacity, great, you can start with website leads.

Scenario B
→ If Tier 1s and Tier 2s are not enough, but adding Tier 3s meets capacity, then start with all 3 tiers.

Scenario C
→ If Tier 1s, 2s and 3s still do not meet capacity, then you'll need to fill the gap.

For scenarios B and C, supplement with signal-driven cold outbound. As soon as Tier 1s and Tier 2s from cold outbound are enough to replace website Tier 3s, you should.

(Tier 3s exist purely to fill remaining SDR capacity. Tier 1s and Tier 2s should ALWAYS be prioritized)

Takeaways
→ Strategy should be guided by data alone
→ Don't aim for perfection out of the gate. Make approximations that get you moving. Speed + iteration wins

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