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.

Meta ads specialist & funnel builder | 3X-7X ROAS per month | Helping coaches & consultants scale their business to 6 figures & beyond using Facebook & Instagram ads and funnels | $250K+ generated in client revenue

From the outside, your business looks good.
Sales are steady. Clients are happy.

But behind the scenes, growth still depends on you being on, showing up, launching, staying visible even on the weeks you’re tired.

And at some point, that starts to feel heavy.

This is usually when this question pops up:
“How do I keep growing without carrying all of it myself?”

That’s the stage I specialize in.

I’ve helped coaches and consultants at this exact point shift from effort-led growth to steady, predictable growth using Meta ads and simple funnel structures.

Over the last few years, this approach has helped clients:
→ Generate $300K+ in client revenue
→ Maintain consistent 3X–7X ROAS month after month
→ Reach $10K–$16K+ months without increasing their workload
→ Generate 1000+ leads in 30 days even while being away from work

Not by chasing trends or “being everywhere” but by putting the right pieces in place so growth doesn’t rely on daily output.

In practice, that looks like:
• Ads that attract people ready to buy, not just browse
• Funnels that build trust before the sales call ever happens
• A steady flow of leads and sales without constant launches or posting

The shift isn’t just financial.
It’s the relief of knowing your business keeps moving even when you slow down.
The confidence of having structure underneath your success.
The space to lead instead of constantly keeping things afloat.

What my clients say:
“After working with Preya, my business’s sales have gone up. They’re increasing every month, and we are making $12K+ per month consistently.”
 — Shruti, 6-figure brand owner

“Preya is a true expert in crafting a high-converting VSL funnel. She captured our vision perfectly and turned it into an engaging, effective landing page that resonated with our audience. This VSL funnel got us 400+ leads in less than 2 months.”
 — Jennifer, Therapist

“We wanted to run ads for our business, but weren’t sure about how to do it. So we hired Preya. She mapped out the entire process for us starting from ads to the end point of making more sales. It was so easy to work with her.” 
— Bridget, PR expert & Visibility coach

If your offer already sells and you’re feeling the weight of being the system, this kind of support might be the next step.

Ways to work together:
→ Done-for-You Ads & Funnels: You stay focused on your work, I build the growth setup
→ VIP Consulting: For experienced coaches who want strategy-level clarity

If you’re ready for growth that feels steady instead of demanding, reach out via DM or book a call from the featured section.

Preya Shihora

My client’s webinars get a 70% show-up rate.
And it has nothing to do with fancy reminders or last-minute urgency.

It came down to one simple decision → we stopped making the webinar free.

Your registrations look great.
You promote the webinar everywhere.
And then when the live room opens, you see way fewer people than you expected.

That moment makes most coaches question everything.
Is it the offer? The topic? Me?

It’s none of the above

When something is free, people sign up casually.
They tell themselves, “I’ll attend if I can.”
And then life happens, and they don’t.

But when someone pays even a small amount, they show up on time, pay attention, and take action.

That’s why, when a client is selling a high-ticket offer on the backend, I almost always recommend a low-ticket webinar instead of a free one.

Here’s how we approached it for this client:

Week 1 → We ran it free.
Purely to validate the topic and test the audience.
It worked. People loved the content.

From week 2 onwards → We made it paid.
Not to “make money from tickets,”
but to qualify the audience.

And that’s when everything changed.
Fewer sign-ups. Much higher show-up rate.

And a room full of people who were actually ready to learn and buy.

Instead of chasing attendance, we built a system that attracted buyers, not browsers.

So if you’re running free webinars and wondering why half the room never shows up…

It’s not your content. It’s the entry point.
The smartest move isn’t getting more people in the room.

It’s getting the right people.

And if you want help setting up a webinar flow that brings in committed leads (not just email addresses), I’m happy to walk you through it.

Meta Ads & funnel strategist for coaches | Helping you build lead & sales systems that work 24/7 without you having to be constantly ‘on’ | 3X–7X ROAS per month | 1000+ leads in 30 days | $300K+ in client revenue

My client is on a 1-month break from work.
Yet in December, she added 700+ leads to her email list.

Her family needed her, and she had to step back.
She messaged me saying, “There is no chance I will be able to work”.

No launches. No content. 

And honestly, this is the moment most coaches panic.
Because for many, growth stops the moment they stop.

But this isn’t the case with my client.
→ Her offer is getting placed in front of the right people
→ Leads are coming in every day

All because her ads were already doing the work in the background.

This is the part most coaches don’t realize until they experience it.
If your business only grows when you’re constantly present,
it’s not freedom, it’s pressure.

And it’s exhausting.

When ads are set up right, they don’t replace you.
They support you.
They keep your business visible when life pulls you away.

When you need to choose family.
When you simply need to pause.

Seeing my clients’ leads and revenue grow is exciting.

But seeing them step away without fear?

That’s my favorite part of this work.

If you’ve built a solid offer and you’re tired of feeling like your business only works when you are working, this is your sign.

There’s a way to build visibility that doesn’t depend on you being online 24/7.
And I’m happy to help you set that up.

My client’s ads brought in 1,000+ quality leads in 30 days.
And she has under 100 followers on Instagram.

Proof that your ad performance has nothing to do with your follower count.

Still, so many coaches say… “I’ll start running ads once I grow my audience a bit more.” 

It sounds logical.
But it’s also the biggest myth holding coaches back.

Your ad performance has nothing to do with your follower count.
Less followers ≠ low results.
More followers ≠ guaranteed success.

What actually mattered for this client was clarity.
Clarity in her message.
Clarity in her offer.
Clarity in who she was speaking to.

She didn’t have a big audience.

But she did have a solid lead magnet.

So we launched ads.

Within days, she started getting:
 → Consistent daily leads
 → The right people joining her list
 → A predictable flow she never had with organic reach

Followers can help with authority over time.
But clarity is what drives conversions.

And while many coaches are focused on growing followers, others with much smaller audiences are quietly building lists, filling programs, and waking up to leads every single day because they stopped waiting.

So if you’ve been telling yourself, “I just need more followers first,” this is your sign.

You don’t need more followers.
You need the right visibility.

And that’s exactly what I help my clients build with ads.

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Preya Shihora

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The Battle

Roxana Irimia

Preya Shihora

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Posts

Engagements

Likes

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