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 2025, I generated $10M in pipeline with 1 full-time designer and a part-time growth hacker.

In May, Maria asked if she could join my team to help with visual design. A few months in, she started to act like a full-stack marketer.

Before jumping into hiring, I wanted leverage, not headcount - so I built a system structured in 5 layers:

1. ICP (clear account lists tiered by value, different effort per tier)
2. messaging (1 core pillar, 2-3 secondary angles)
3. plays (each play is tied to a signal, intent, behavior) 
4. campaigns (evergreen content shared via all acquisition channels)
5. orchestration (keep teams aligned without manual work)

Then, with Batikan’s help, we used AI to:

→ identify winning narratives from Gong
→ detect and score prospects visiting our website
→ monitor the performance of every play or campaign across channels
→ automatically nurture form attempts/content downloads, etc.

Next, we optimized demo conversations using our own product:

→ we cut form fields to the minimum 
→ we turned every form into a real-time booking
→ we routed every buyer to the right rep, instantly
→ we reduced no-shows by using Spam Checker as a gate
→ we placed Chat AI on high-intent pages to engage buyers 

Next, $20M+ in pipeline in 2026 and hire more people. 😁

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?”

Working in marketing is fun! You’re responsible for millions in pipeline, and you also get to decide which emoji to use in Slack for a new automation. 

Both feel equally important.

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.

Winning the social media marketing game for brands, founders, and CEOs!

Most brands don’t struggle because their marketing isn’t good.

They struggle because their message isn’t clear.

They’re posting everywhere, chasing trends, putting out content that looks nice but doesn’t really say anything. And then wondering why none of it’s converting.

In most cases, it’s not about doing more.

It’s about clear messaging and staying consistent.

Hi, I’m Shripali.

Co-founder of The Social Blink.

Since 2017, I’ve worked with founders, brands, and businesses of all kinds to help them grow online in a way that actually feels aligned with who they are and who they want to reach.

No fluff content. Just strategy that works and content that connects.

Here’s what I do:

- Organic Social Media Marketing

For brands and businesses that want to grow on Instagram and LinkedIn through real, consistent engagement without paid ads.

- Personal Branding

For founders, CEOs, VPs, and leaders who want to build visibility and trust online without feeling like they have to show up 24/7.

- Content Strategy & Execution

We figure out what you should say, where to say it, and how to stay consistent so your content actually leads to something.

I work with startups, founders, and brands to make their message clear and their presence meaningful.

P.S. If you’ve made it this far, maybe that’s your cue to say hi.

Write to me at: shripali@thesocialblink.com

taplio

The Battle

Roxana Irimia

Shripali Bhati

Followers

Posts

Engagements

Likes

Performance ScoreRoxana Irimia's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Roxana Irimia

Shripali Bhati

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Roxana Irimia's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRoxana Irimia's LinkedIn Performance