Roxana Irimia

"she’s the marketing roxstar" | Head of Marketing @ lempire | click FOLLOW to save hours of Marketing, Copywriting and Branding research

Sharing insights on marketing, GTM, product marketing, copywriting, personal branding, and pipeline growth straight from what I build, test, and ship in real life.

No fluff. No BS. Just proven, sharp strategies from 10 years in SaaS - from working in content, product marketing, to leading marketing at lemlist ($0 → $30M ARR, bootstrapped), and now scaling global marketing at Chili Piper ($40M+ ARR).

Head of Marketing

Leading the marketing team at lempire, $20M+ in ARR, $150M valuation, bootstrapped.

Suite of products helping people grow their businesses.

→ Book meetings with 17%+ of your prospects [Powered by AI]
www.lemlist.com

→ Keep your emails away from spam
www.lemwarm.com

→ Your personalized scheduling tool
www.lemcal.com

→ Build your personal brand on LinkedIn in 10min a day
www.taplio.com

→ Build your personal brand on Twitter
www.tweethunter.com

Most marketers are trained to be “easy to work with.”

They accept “a tweak here,” a “suggestion there,” a “quick brainstorm,” a “can we also mention this,” a “what if we rephrase,” a “just one small change.”

They often turn clear ideas into group projects, and marketing ends up being a collage of inputs.

The best marketers I’ve seen know how to say “no.” They protect the strategy, the message, the direction, the vision. 

Not to be difficult, but to keep the work sharp and clear.

Because when everything is made to please everyone, nothing stands out anymore.

VP Marketing at ChiliPiper 🌶️ | ex-Head of Marketing at lemlist | “she’s the marketing roxstar” | FOLLOW to save hours of Marketing, Content, Product Marketing and Branding research

If I can give 1 piece of advice after 10 years in SaaS marketing, it’s this:

don’t build your marketing around channels, build it around problems.

Channels change, algorithms change, formats come and go.

But buyer problems stay the same.

People still need to notice you, trust you, and prove value internally.

Don’t base your strategy on LinkedIn, ads, events, or email. They’re just tools.

Instead, create playbooks that solve 1 clear buyer problem.

Example 👇

If your goal is to drive attention, build a playbook for attention.

1. Define the message and POV you want people to remember
2. List all the channels that can spread that message

If one channel slows down or stops working, you don’t change the message.

You just change where it shows up.

In 2026, marketing is about clarity, speed, and being human.

My bets:

→ 0- or 1-field forms
→ fewer tools, tighter stack
→ emails triggered by real intent
→ short paths to book a meeting
→ orchestration over campaigns
→ direct conversations, not fake automation
→ real insights from people doing the job
→ distribution matters more than content
→ customers as the main marketing channel
→ founders and employees as the main voices
→ one clear ICP, one clear outcome, repeated everywhere
→ raw, clear videos explaining one problem, one solution

What really pushes you forward in your career isn’t talent, it’s your ability to take ownership.

In a world where everyone can do things with AI, your advantage is not what you create.

Your advantage is whether people can trust you to take something messy, turn it into something real, and not drop it when it gets hard.

That’s what makes you hard to replace.

The most dangerous sentence in a company is: “we’ve always done it this way.”

It’s not really about process. It’s fear in disguise.

→ Fear of changing
→ Fear of being wrong
→ Fear of losing what feels safe

The sentence protects comfort, not customers.

It blocks change and keeps things average while the world moves on.

Every real change begins when someone asks: “why are we still doing this?”

This quick exercise will tell you more about your growth than any traffic report or conversion dashboard.

1. Open your CRM
2. Look at your last 50-100 inbound leads
3. For each one, note how long it took your team to reply

Now ask yourself:

→ How many were contacted in under 5 minutes?
→ How many were contacted instantly?

That number shows you how many opportunities disappear before sales even get a chance.

You can launch more ads.
Rewrite your landing pages to drive more traffic.
Launch new campaigns to generate more leads.

Or you can answer people while they’re still warm and show interest.

Most teams choose the first. The best teams fix the second.

In 2026, speed = growth.

P.S. In the comments you'll find a simple way to calculate how much pipeline you’re losing based on how fast you reply

This is how trust can 2x your pipeline.

(not brand trust, but decision trust)

Pipeline doesn’t break randomly. It breaks at very specific moments, for very specific reasons.

1. Pick the exact moment you’re losing pipeline

Not “we need more leads,” but the real drop-off.

E.g., low demo conversion, high no-shows, stalled evals, deals lost to “do nothing,” or deals stuck in legal for weeks.

If you can’t name the moment when pipeline leaks, you’re guessing, not fixing.

2. Name the fear behind that moment

No-shows = “this probably won’t be worth my time”
Stalled evals = “I’m not confident this will work for us”
Losses to competitors = “they feel safer to buy”
Losses to do-nothing = “status quo feels less risky than change”

Until you name the fear, everything you ship is generic.

Create 1 trust asset per objection, not a content campaign.

If “worth my time,” build a 60-second pre-demo page that shows exactly what they’ll see, who it’s for, and the outcome they should expect.

If “will it work,” create a proof pack with 3 customer examples from the same ICP, same use case, real numbers, and setup details.

If “safe to buy,” publish a comparison page that clearly states your trade-offs and when you’re not a fit.

If “status quo,” build a simple cost-of-delay calculator with 3 inputs so the buyer can justify urgency internally.

Inject those assets into the funnel, not your content calendar.

The pre-demo email gets the pre-demo page.
The first sales follow-up gets the proof pack.
The eval stage gets the comparison page + clear implementation plan.
Procurement gets security, data handling + “what happens in week 1-4” doc.
Trust works when it shows up exactly when doubt shows up.

Repeat this weekly, 1 bottleneck at a time.

GTM Leader with AI super powers. Deployed Sales agents in over 40 businesses. Closed 50mn in Revenue till date.

I’ve been in sales since I was 12.

I come from an entrepreneurial family. My father led one of India’s largest newspaper dailies, and my mom built a B2B cosmetics distribution business across Asia by importing cosmetics from London.

I was their unpaid intern early on, learning cold calling, negotiation, and finances before most people even start their first job.

In my school hostel, I charged ₹2 per minute to help friends call their families. That turned into flipping shoes, used cars, and tutoring, anything that taught me business fundamentals and margins.

That early hustle evolved into a career. I sold 250+ cars during my mechanical engineering degree (Triumph, Volvo, Harley), and after graduating I joined Toppr (an IIT Bombay initiative), where we scaled from 0 to $15M ARR with a 1,000+ person team.

Since then, I’ve helped scale high-growth companies, built teams, and contributed to growth strategy across multiple startups.

To strengthen my analytical and product foundation, I pursued my Master’s in Business Analytics at Saint Peter’s University, New Jersey.

Today, I work as a Product Analyst at BrandMultiplier, focused on product insights, customer behavior analysis, funnel optimization, and turning data into clear product decisions that drive growth.

If you’re building a product-led business and want to improve activation, retention, and revenue through better product analytics, let’s connect.

Aviral Bhutani 🧘🏻‍♂️

I'm in New York hiring people who want to make $150K+. 

But only if you're not afraid to work like a maniac. 

It's -12 degrees here. If you can handle the cold, you can handle the grind. 

WeLaunch is an all-in-one GTM agency for B2B and SaaS companies. 

We automate outbound, pipeline, sales automation, and campaign execution so founders can scale without adding headcount. 

Open positions for folks based out of New York:

> Operations Manager 
> Sales Manager 
> Marketing Manager 

Here's the deal: 

If you were making $100K at your last job, I'll pay you $150K. 

But the work is intense. 5 days a week. 12-15 hour days when it matters. 

You'll be managing clients doing $1M+ per month. Juggling hundreds of AI agents. Automating their entire GTM stack. 

This isn't a 9-5. This is for people who aren't afraid to work hard and get paid accordingly. 

What you get:
- Pay that's better than your last job
- Real responsibility - you own outcomes, not tasks
- Direct access to founders who've scaled 2 unicorns
- A team that moves fast and doesn't waste time 

What you don't get:
- Work-life balance in the traditional sense
- A comfortable, easy job
- A place to coast 

If you're reading this thinking "that sounds insane," this isn't for you. 

If you're thinking "finally, a place that pays me what I'm worth," let's talk. 

DM me or comment NYC below.

Aviral Bhutani 🏂

Founder and CEO at WeLaunch AI. Fractional CBO at BrandMultiplier

We closed Radisson Hotel Group as a client. 

Yes the same €1.21 billion hotel chain where Justin Timberlake stayed last month. 

And I am revealing what went behind the scenes.  

The thing that no one tells you about winning customers is that the best time to reach them is right after they had a bad experience with your competitor. 

We find travelers who just had terrible stays at other 5-star hotels. Then Radisson reaches out with personalized offers before they book their next trip. 

It's competitor arbitrage at scale. 

The system is automated - scan for unhappy travelers, send vouchers, convert bookings. 

Also, we just added AI video generation for 2026. 

Instead of emails, each prospect gets a personalized video.  

Had issues at the Marriott? Here's a 30-second video showing why Radisson is better.  

When you combine AI video with a sales engine that already works, you don't improve metrics. You create a different category. 

Most hotels wait for customers. 

Radisson finds them the moment they're unhappy somewhere else. 

Oh btw, upgraded my ride for the day. Going to ride this camel now.

I will pay you 2x your salary and pay for your notice too if you are good at operations. 

Hiring for an operations guy. 

The last post got us 7 employees. One of them is Ashmit Sharma what a beast. The other is Prasanna G an absolute volcano.  

Aiming to get someone crazy. 
The last ops guy I loved working with was Abhishek Hosur the real beast! 

 Anyone who can ensure things are moving, hit me up! And make some cash! 💰 

#hiring #welaunch #operations #foundersoffice 

P.S. Not even kidding I am driving this beast today.

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The CEO of Hubspot is talking about signal based prospecting. 

Gone are the days when you were running email campaigns. 

And, cold calling with SDRs. 

We work with Lucid motors and do signal based tracking for them. 

I will explain how. 

There are BMW and Mercedes owners on Reddit and twitter talking about the service, broken parts, delays in delivery. 

This is where we come in, we are constantly trying to find these signals and as soon as someone throws a hint. 

We go to them with all the outbound engines. 
- calls 
- emails 
- messages 

And, when it is the right time, that is when the deal converts. 

So, if you are a business still guessing and still trying to find out why is your growth stalling. 

You prolly need to meet us. 

#sales #outbound #business 
Steak dinners are the best. 
The outbound is the new inbound.

After working like crazy, this is where I reset. 

Best investment I made for myself in 2025. 

Not stocks. 
Not crypto. 
A home gym in India. 

Here's the thing about building a business: 

You can't outwork burnout. 

I used to think grinding 15-hour days was the answer. No breaks. No gym.  

Then I hit a wall. Energy dropped. Focus dropped. Decisions got worse. 

That's when I realized: 

Fitness isn't a break from work. It's what makes the work sustainable. 

I built this gym so I could work like crazy without breaking. 

It's not about abs or biceps. It's about keeping the engine running. 

The best founders I know don't skip fitness. They treat it like a non-negotiable meeting with themselves. 

Because when your body quits, everything else quits with it. 

Invest in your body. It's the infrastructure that powers everything else. 

What's the non negotiable thing in your routine?

7 things I would do differently if I were in my early 30s again: 

1. Stop chasing investors, start chasing cash flow 

I spent too much time trying to raise money when I should've been building profitable systems. 

Bootstrap longer. Keep control. 

Grow on revenue, not promises. 

2. Hire slower, fire faster 

I've hired and fired over 1,000 people. 

The biggest mistakes weren't bad hires - they were keeping bad hires too long. 

If someone isn't working out in 30 days, they won't work out in 6 months. 

3. Build systems, not dependencies 

I used to think being in every meeting made me valuable. It just made me the bottleneck. 

Automate early. Document everything. 

If the business can't run without you for a week, you haven't built a business. 

4. Charge what you're worth, not what feels safe 

I underpriced for years because I was afraid of losing deals. 

The clients who paid less demanded more. 

The ones who paid premium respected my time. Price signals value. 

5. Invest in your body like you invest in your business 

I skipped the gym for years because I was "too busy." 

Then I burned out. 

Your business only scales as far as your energy takes it. 

Fitness isn't optional.  

6. Say no to everything that doesn't move the needle 

Every yes to the wrong thing is a no to the right thing. 

Most meetings, most partnerships, most "opportunities" - they're distractions. 

Protect your time like it's your most valuable asset. Because it is. 

7. Start building your personal brand earlier 

Deals close faster when people know who you are. 

Distribution is everything. 

I waited too long to start creating content. Don't make that mistake. 

What would you do differently?

We generated 5.8M+ leads in 2025 for funded B2B companies.

Most of that growth would’ve happened slower with more hires.

Not because people aren’t valuable,
but because growth breaks when systems don’t talk to each other.

Most teams already had:
-  content
-  outbound
-  sales reps
-  traffic

What they didn’t have was coordination.

So we rebuilt the entire GTM motion around a single system.

Here’s how it worked:

→ Buyer conversations (LinkedIn replies, sales calls, CRM notes, forums) were continuously analyzed to surface real, current pain points.

→ Those insights directly shaped positioning, pricing, guarantees, and objection handling, updated in real time, not quarterly.

→ Content, outbound, and sales messaging were generated from the same source of truth, so marketing and sales stayed aligned.

→ Distribution was designed to do two things at once: pull qualified buyers in and quietly filter everyone else out.

→ Sales conversations used real buyer language, pulled from live interactions, not generic scripts.

That’s what produced almost 6M leads in a single year.

The surprising part?

This didn’t work because of better tools.
It worked because of better process.

So we broke the entire system down into a set of prompts, frameworks, and workflows, the same ones we use internally.

If you want to build this yourself:

→ Comment “SYSTEM” and I’ll share the setup.

If you want to move faster:

→ Just get on a call with me and we’ll map this to your GTM.

I spent the last 72 hours reading 47 papers on consumer AI. 

If you're in the AI space (or thinking about getting into it), you need to know exactly where we're headed: 

1. Screenless AI devices will flop 

Voice is great as an extra interface but terrible as primary. 

You can't use it unless you're alone, and you can't glance at updates. 

Phones are too powerful to replace. 

2. "Always listening" devices won't work 

Our lives aren't interesting enough to record nonstop. 

The things that matter - job interviews, therapy - you won't dare record. 

You get more context from someone's Gmail than their chats. 

3. Mini-apps will unlock UGC software 

Mini-apps will do for software what short-form video did for content. Anyone can describe one idea, one flow. 

This unlocks the first real consumer super-app in the US. 

4. By 2030, two AI chatbots will dominate 

One for knowledge and tasks. 

One AI friend for living your best life. One must be reliable. 

The other must feel alive. They can't exist in one product. 

5. Performance marketing for apps is dead 

Studios running CAC/LTV arbitrage - copying traction, testing hundreds of creatives. 

Product doesn't matter. People buy before seeing it. Margins hit zero. 

At Welaunch.ai, we're solving GTM differently - helped clients close $3M in 90 days through automated systems, not paid ads.

6. Fastest to $1B ARR: AI webcam product 

Once video generation costs drop, infinite personalization + 24/7 availability makes this the fastest consumer product ever. 

7. Whoever solves AI discovery wins 

People don't know what to do with blank text inputs. 

Hundreds of use cases locked behind command lines. 

Show what AI can do, don't ask users to prompt. 

If you're building in the AI space, which of these are you betting on? 

Drop a comment - curious to hear what founders are seeing.

Had the best steak with Zander. 

We are officially partnering with Zander and his team to grow businesses together. 

2026 is going to be huge! We are in NewYork with our teams. If you and your business wants a free audit for growth. 

Hit us up!

#newyork #business #growth

Co-Founder @ DEALMODE Building AI Native infrastructure & decision systems

DEALMODE X WeLaunch  Official Partnership 🤝

Excited to share that WeLaunch is now an official DealMode Network Partner.

WeLaunch is an AI-powered outbound & GTM system built specifically for B2B SaaS companies to generate real pipeline not vanity metrics.

A few things that stood out immediately:
• Generated 8+ figures in revenue for clients
• Backed by 50+ engineers supporting execution at scale
• Strong focus on infrastructure, systems, and repeatable GTM outcomes

At DealMode, we’re focused on building the underlying infrastructure that makes growth inevitable. Partnering with teams like WeLaunch allows us to extend that mission and bring more execution power to the network.

Looking forward to what we’ll build together. More to come.

Happiness is when I can give my team the space to run what they want. 

For context - Ashmit is building an AI LMS with us for people at Harvard. 

Good things ahead. 
#welaunch #hiring #business #revops

Product @Welaunch.ai |Entrepreneurship, Business Strategy

Career update!
A few months ago, I was honestly in a dry spell.

Between September and December, things were… off.
I’d worked with a few startups, freelanced here and there, but mentally I wasn’t in the right place. I had almost given up, unsure of what was next.

Then one random day, a Reddit notification popped up.
A simple post. One word stood out — internship.

No expectations. No big hopes.
I sent my CV and profile anyway.

Within 20–25 minutes, I got a reply.
Sent an email.
And within a day, I was hired.

It felt unreal.

Fast forward a month — what was supposed to be a 3-month internship turned into something I could’ve never imagined. Under the guidance of Aviral Bhutani 🏂 and an incredibly fast-paced, supportive culture at WeLaunch , I’ve worked on real, large-scale products that actually matter(not even exaggerating…it’s insane!). Building things that impact the tech space, not just “intern work.”

Today, within a month of joining, I’ve moved from Project/Product Intern to Product Lead.

Grateful is an understatement.



PS - Couldn’t find a linkedin worthy photo so here’s a random photo from my camera roll :)

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