Head of Growth @lemlist

T-Shaped growth guy with sales skills and marketing education 👋

"Claude just replaced our entire Sales Team" 

Also Claude:

Erwan Gauthier

when legal just has “a few small comments” on the contract you already marked as closed won in Hubspot

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VP Growth @lemlist & @claap

Edouard and Louis (yes, they're twins) lead Growth at Pigment, building the systems behind $100M+ in generated pipeline. And they said I could share their outbound infrastructure with you.

Want it?

1. Add me
2. Comment “playbook"
3. I’ll send you the complete playbook


We spent time with them breaking down the exact GTM system they built to generate pipeline at scale.

Inside you’ll find:

→ The signal-driven GTM infrastructure behind their pipeline generation
→ How they capture and enrich buying signals across the market
→ The data → decision → activation system powering outbound
→ How Growth, Sales, and AI tools work together in one revenue engine
→ The real outbound motion Pigment uses to create predictable pipeline

And the #1 move that stood out: how they built a data warehouse as the brain of their GTM system, turning raw market signals into real-time outbound activation.

This is not theory.
It’s the real infrastructure behind Pigment’s outbound motion.

Want it?

1. Add me
2. Comment “playbook"
3. I’ll send you the complete playbook

why do people reply “please remove me from your mailing list”
…when replying literally removes them from the list?

like man...

you just did it
you won
we’re done here

but I get it, most people think every email = newsletter from 2009
not a human behind a campaign

just funny how outbound is this weird dance where replying is the opt-out but you still have to write like it’s opt-in

anyway

Tom is a BDR Team Lead at Paddle. He averaged 145% of quota this year and hit 366% in May alone.
And he said I could share his outbound secrets with you.

We spent 1 hour with him at lemlist office. He walked me through the exact playbook and tactics that helped him and his team scale outbound and outperform.

Want it? 

1. Add me 
2. Comment "Tom"
3. I'll send you the complete playbook 


Inside you’ll find:

→ The KPIs and benchmarks he uses to consistently exceed quota
→ How he sources and qualifies high-intent prospects
→ Multichannel sequences that actually generate replies
→ Real outbound wins and experiments that drove results
→ Proven outreach frameworks you can reuse

And the #1 move that stood out: how he leverages personalization and relevance at scale to break through the noise and book meetings.

This is not theory.
It’s the real system behind a top performing BDR Team Lead. 

Want it?

1. Add me 
2. Comment "Tom"
3. I'll send you the complete playbook

I want to coach an outbound team.
Only if everything is public.


What “public” means:

- Every call recorded and shared
- Me and the team posting learnings on LinkedIn
- Decisions, tests, mistakes, iterations
- No private advice hiding in DMs

What I’m committing to:

- 30 min live call every week for 2 months
- Async feedback on Slack, basically 24/7
- Real outbound work, not decks or frameworks

Who this is for:

- A team of at least 5 people
- Already using lemlist (I’m better when I know the tool by heart)
- A market I can actually help with
- You already have PMF meaning outbound is here to scale, not to prove

If you’re in a very small or exotic niche, I might not be the right fit.
I’d rather be honest than pretend.

Why I want to do this:

Outbound advice is usually too clean -> Real progress is messy and visible

That’s the part worth sharing

If this sounds like you, DM me.
If not, you’ll still get the learnings in public.

Ok I’ve seen the slides from this webinar and I can tell you this isn’t another “AI growth story” with nice charts and vague lessons. 

You really need to come

When I knew this was going to happen, it went straight into my calendar

Because this is the behind-the-scenes of how ElevenLabs went from $0 to $330M ARR in 3 years

I mean not the story you tell on stage but the one you live while building : 

- What actually changed when things scaled?
- How outbound slowly went from “why are we doing this?” to 30% of closed deals, even with crazy inbound?
- What they measure?
- What they ignore?
- What didn’t work (which is usually the most useful part)

Jonathan Chemouny is breaking down the real GTM mechanics and @charle
won't let him hide anything, I can tell you that. 


February 18th - 9am PT / 6pm CET - link to block your calendar in comments ⬇️

The intent signal is clear:  Real Madrid C.F. is in a tough spot right now.
Here’s how I can help Kylian secure his next move for next year ⬇️

Every time I meet another growth leader, one question is always on the table.
“How do you get employees to post at lemlist?"


They expect a system, a copy-paste framework they can use internally and I really wish I can have something like this. 

But the answer always disappoints them..

Because there isn’t one guys

- No Notion doc
- No internal challenge.
- No Slack reminders
- No “employee advocacy” program.

Here’s the uncomfortable truth : 

If employee posting isn’t already there, it’s very hard to manufacture it as a channel

I know it's hard to hear. 

People talk about it like a lever you can pull but imo it's not

At lemlist, employees post because:

- some people like writing
- some people like sharing what they’re learning
- some people like being visible

and it was never framed as “you should do this”

No we didn’t convince anyone, no one earned extra bonus for that and I'm not promoting anyone in my team because of it. 

If you want employee posts:

1. start yourself
2. post consistently
3. show the messy parts
4. don’t overbrand it
5. don’t turn it into a KPI

That's an annoying answer, I know.
But every other one is lying so please trust me

I sent 3 cold emails
Your job: guess their reply rates

Same product
Same story
Same target

If you skim them, they look identical
If you really read them… still pretty close.

And yet, people replied very differently

So let’s make it a game

In the carousel, you’ll see:

A
B
C

Guess the reply rate for each one before reading the comments

play the game

Automation is powerful. 
Still, every morning I spend 15 minutes doing manual outbound.

Five LinkedIn DMs. No sequence. No automation. 

Just highly targeted messages to people in my network who fit our core ICP at lemlist. Sometimes they’re first-degree connections I’ve never actually spoken to. Sometimes I notice they changed jobs. Sometimes we’ve been connected for two years and never had a real conversation.

I don’t track this in lemlist. There’s no proper attribution. 

But the reply rate is close to 80%. That’s not because I’ve found a secret script. It’s because the context is already there. They’ve seen my content. We share history, even if it’s passive. The message doesn’t feel cold. It feels overdue.

This isn’t scalable. It’s not in my job description. No one is measuring me on “manual DMs sent.” And yet, it consistently brings meetings and ARR. For fifteen minutes of focused effort while I’m drinking coffee.

We tend to treat outbound like a system to engineer. At scale, that’s true. But outreach is also a muscle. If you stop doing it yourself, you lose sensitivity. You forget what feels natural. You start optimizing campaigns instead of conversations.

This small daily routine keeps me close to the ground. Close to objections. Close to tone. It won’t 10x anything. It won’t impress anyone in a board meeting. But it compounds quietly, and it keeps me sharp.

And that part is hard to automate.

Trellus (YC W22) is now integrated within lemlist and that’s a very good addition for sales reps.
Let me tell you how you can use it (stay with me, it will be short and impactful) : 


Ok so we all know personalized outbound creates valuable intent signals.
But most of them go unused right?

- John open your email
- Rebecca replied yesterday 
- Albus click on your link 

That's stats for your manager but it's not helping.

Then let's pretend lemlist already captures all of this: deliverability, replies, and engagement across email and LinkedIn

So you can see interest earlier in the cycle

Now imagine that Trellus (YC W22) turns that interest into action on the phone

Instead of calling cold lists based on static rules, reps call when something actually happens (remember John, Rebecca and Albus?)

Timing finally matches intent 

What changes:

– Email opens and replies inform when calls should happen
– Deliverability signals help reps focus on reachable accounts
– Phone outreach feels relevant instead of random

The phone stops being a cold interruption
It becomes the natural continuation of a conversation that already started 

Suji, Ajinkya at Trellus (YC W22) and the lemlist team share the same motto :
sales is one of the hardest jobs.

So we should give reps every unfair advantage we can

Here’s another one

Any Trellus or lemlist users here?
Curious to hear how you’re using it.

Here's how we're going to generate 100K$ ARR for Claap by working with creators on Linkedin in Q1 : 

lemlist bought Claap in November and our first instinct was to reuse what already works at lemlist and scale influence quickly.

We didn’t.

Claap isn’t a pipeline product. It’s about what happens after the call.
And influence breaks very fast when the story isn’t real.

So instead of a content plan, Lamia built an operating model.

1️⃣ Fix the foundation before publishing anything

Before posting a single piece of content, we contacted every existing influencer working with Claap.

Not to re-brief them, but to ask two simple questions:

- are you actually using the product 

- and do you want to keep working together?

Then came the unsexy part. 

Contracts, clear expectations, and cutting creators who weren’t using Claap anymore.

This step is non-negotiable.
If the creator doesn’t feel the pain, the audience will.

2️⃣ Go smaller than feels comfortable

For Q1, we capped it at 6–8 creators.

Each one uses Claap in their real workflow, posts once per month, and focuses on telling one strong story instead of chasing volume.

No content machine
No weekly AI productivity posts

One honest story beats ten polished ads.

3️⃣ Reduce the messaging to almost nothing

We picked only two angles.

“My sales calls changed” for reps.
“Managers finally see what’s happening” for managers.

That’s it.

No feature dumps.
No generic AI talk.

If a post doesn’t fit one of these angles, it doesn’t go out.

4️⃣ Soft CTA, hard math

Every post points to a demo or a free trial.
Nothing clever or hidden.

Claap has higher ACV, so we don’t need volume.
We need trust.

With 6–8 creators doing real stories, and around 7–10 deals each, $5100k ARR is realistic.

If you’re launching influence, you can steal this.

Start with credibility, not reach.
Go smaller than feels safe.
Force focus on messaging.

Influence isn’t a growth hack.
It’s an operating discipline.

Jimmy Donaldson (yes it's MrBeast on Linkedin), I just want to help I'm sure I can bring even better than the Super Bowl ads with Salesforce

MrBeast

Sales Manager: "Bon… globalement c’était pas mal, mais moi à ta place j’aurais été plus direct"
Sales Rep: "Plus direct comment ?"

Sales Manager: 
"Bah… plus impactant quoi. Et l’objection prix, fallait pas la laisser passer"

Sales Rep: 
"Quand il a dit qu’il n’avait pas de budget ?"

Sales Manager: 
"Oui. Là fallait closer"

Sales Rep: 
"Il a dit qu’ils avaient gelé les budgets jusqu’à Q3"

Sales Manager: 
"Oui mais bon faut créer l’urgence"

Silence

Sales Rep: 
"Ok… donc je fais quoi différemment au prochain call?"

Sales Manager : 
"Sois plus sharp"

Fin.

Ça, ce n’est pas du coaching, c’est un avis voir un ressenti voir pire, un petit mélange d'égo et de frustration.

Alors que le feedback devient utile quand il repose sur des faits.

Quand on s'appuie sur la réalité, ce n’est plus toi le manager contre ton sales.

C’est vous deux contre le call. Et tout change.

Le 12 mars,  Pierre, Enzo et Rémi te donneront 5 tips pour justement arrêter de commenter et commencer a vraiment coacher.

Bloque ton agenda via le lien en 1er commentaire ⬇️

We spend a lot of energy trying to convince strangers
and almost none tracking the people who already trusted us once

Your best champions don’t disappear: 

- they change jobs
- they get promote
- they re-enter buying situations

and suddenly the conversation is not:

“who is this?”
but
“great to hear from you”

yes cold outreach matter, we all do it

but pretending every deal has to start from zero is lazy thinkink...

this came out of a bunch of chats with Soheil at ColdIQ

Same pattern every time: the easiest pipeline is usually the one you already built and forgot to follow.

This isn’t a “10x your outbound” post. But this is how one team went from 2% to 11% reply rate in 3 months with a outbound coaching by lemlist.

AIRPORTING a finance consulting firm joined recently. Smart team, strong offer, clear ICP. Their reply rate was below 2%, and they assumed they had a messaging issue. They didn’t. They had three fundamental gaps.

First: broken infrastructure. 

They were sending cold emails from their main domain, with no proper warmup and oversized lists that made learning impossible. Before touching a single line of copy, we fixed the plumbing: secondary domains, warmup, controlled sending volume, realistic campaign sizing. It’s not exciting, but you can’t outwrite bad deliverability.

Second: self-centered messaging. 

Their opener was “We help business leaders secure their treasury…” Technically accurate. Practically invisible. The shift came from one uncomfortable question: “Would you reply to this?” Instead of leading with what they do, they started leading with observation. “Saw you’re scaling past 50 employees…” Same service, different posture. One talks about you. The other shows you’ve been paying attention.

Third: no system. 

They were blasting 700+ contacts at once, with no signal, no structure, no feedback loop. We moved them to smaller batches (50–200 prospects), signal-based targeting, multichannel sequences, and 3–4 days between touches. Suddenly they had usable data. And usable data compounds.

Three months later, reply rates crossed 37%, with 11% interested. But the real shift wasn’t the performance spike. It was clarity. They understood why it was working and how to iterate without guessing.

Their CEO said something that sums up lemcoach better than any landing page ever could: “The tool is easy. What you put in it? That’s the hard part.”

Exactly.

lemcoach isn’t about templates. It’s about pressure-testing your thinking. 

Eithan challenges assumptions because he still runs outbound himself. 
Victor built the program around one rule: coaches must be operators first. 

No theory-first advice. No dependency model. The goal is autonomy in 90 days.

Want to be coached and levelup your outbound? Link to apply in comment.

Airporting

Wanted to make our Demo button shine a bit with a great inspiration of Glean website, so we tweaked it last week and made it more “look at me”.

No big CRO thesis, no deep insight to drop here, just a small vibe change on our most important CTA and now I genuinely can’t tell if it makes it more appealing or slightly creepy, like the button is trying too hard… curious what you think?

“Meta doesn’t work for B2B” is often a 3-week experiment pretending to be a conclusion.
A few campaigns, 5 creatives, broad targeting, no real iteration system. Then the channel gets rejected.

At lemlist, we run Meta in-house. No agency. 

If it works, it’s because we built the system. If it fails, it’s on us. And very quickly we realized something: Meta for B2B isn’t a targeting problem. It’s an iteration and workflow problem.

Before scaling spend, we had to fix velocity. 

Research, creative breakdown, variation production, uploads, analysis. That operational layer is what decides whether Meta works or not. That’s where Atria AI in for us.

We didn’t need “AI to make ads.” We needed speed and structured learning. Atria AI’s AI agent, Raya, is informed by over $5.3B+ in ad spend. 
Instead of guessing angles, Raya analyzes our own performance data, competitor creatives, and customer reviews to understand what’s actually driving results. Then it generates variations and pushes them live without manual uploads. 
For an in-house B2B team, that removes the friction that usually slows everything down.

If you’re curious how they structured it, it’s all explained on www.tryatria.com

What actually makes Meta work for B2B is less sexy than people think: persona-specific hooks, because a founder doesn’t react like a Head of Growth. 

Volume over perfection, because Meta rewards pattern recognition, not three “perfect” ads. 

Fast kill cycles, meaning weak CTR gets cut quickly. And actually breaking down why something worked before moving on.

Using Atria AI inside that workflow means we don’t restart from zero every time. The insights from one campaign directly influence the next one. Instead of guessing new angles, we build on signals we’ve already validated.

Once we treated Meta like a system instead of a channel test, results became predictable. On cold B2B traffic we’re seeing CPMs around $18–$25, CTR consistently above 1.5%, and demo campaigns generating real pipeline with solid ROAS. Nothing insane. But consistent.

The advantage isn’t that Atria or Raya replace your team. It’s that Raya helps you move faster without losing the learning in the process. And on Meta, speed plus signal density is what wins.

If Meta “doesn’t work” for your B2B SaaS, I’d look less at the channel and more at whether your workflow can actually keep up with it.

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