MLex Market Insight, a LexisNexis company

At MLex, we do more than deliver news - we empower businesses to navigate the complex world of regulatory risk with confidence. 

Our mission is to provide exclusive insights that turn uncertainty into opportunity, and as Head of Sales, I ensure this mission reaches those who need it most. 

Every client conversation starts with understanding their challenges, whether it’s anticipating a new regulation or managing compliance risks. 

Together, we uncover how our analysis and commentary can be a game-changer for their strategies. It’s not just about selling insights - it’s about partnering with our clients to solve their problems and help them thrive in an ever-changing world.

Head of Sales

MacPaw Inc.

At MacPaw, I stepped into a world where simplicity and productivity met innovation. 

My role was part strategy, part execution: building a 12-person sales team from the ground up, sending 40,000 personalized cold emails, and watching revenue triple in the first year. 

But the real story wasn’t just in the numbers - it was in the relationships. By creating a customer success strategy that put people first, we didn’t just grow accounts; we turned clients into advocates and everyday users into raving fans.

KPMG

When I stepped into the Sales Project Manager role at KPMG, I wasn’t just selling - I was solving. 

Imagine sitting with a client, dissecting their challenges, and collaborating with our developers to craft tools that transformed their operations. It wasn’t about pitching products; it was about building partnerships. Every new market we entered or client we won was a testament to the trust we earned and the value we delivered. 

For me, sales wasn’t just about numbers - it was about creating solutions that left a mark.

Sales Project Manager

KPMG Ukraine

I spent nearly a decade at KPMG turning data into stories that connected us to our clients. 

Picture this: crafting newsletters that spoke directly to client needs, coordinating alumni programs that brought old relationships back to life, and hosting events that made KPMG the room where it happened. Armed with tools like Factiva and Dow Jones, I dove into the numbers, emerging with insights that drove impactful campaigns. 

My mission? To make every interaction resonate and turn our brand into a trusted ally.

Markets Manager

Markets Senior Specialist

Regulatory updates with MLex, LexisNexis company

Most sales tactics are boring and outdated, agree?

"I feel pushy and salesy when I sell"
"I swear, if I hear the word 'funnel' again..."
"Do I really need to send 100 cold DMs per day?!"

You've probably thought the same thing at some point in your career, right? If you work in Marketing and Sales, chances are... you say these every day :)

But... sales doesn't have to be this "pushy" thing that makes you feel like you're cheating someone out of their hard-earned money.

Sales is human understanding. Psychology at scale.

What if selling didn't feel so salesy?
What if you made "funnels" fun and easy?
What if "sales" was more than just "cold outreach"? 

In my last 20 years working as a Marketing Manager and Head of Sales across companies of different size, I can tell you...

Sales CAN be fun.
Selling IS not that hard.
Marketing IS always needed.

Hey, if you've read this far...

I'm Iryna! Nice to meet you.

In my LinkedIn posts, I share lessons from my last 2 decades in business. And when I'm not on LinkedIn, I train my sales team members on how to a better job at growing the business. And when I'm not in the office, I like to speak on stages as a keynote speaker or look out which podcast I can jump on to talk even more... well... Sales and Marketing!

I love what I do. 

And I hope to share some of this love and lessons with you.

Thanks for reading.

------

For workshop and keynote inquiries, please send me a DM on LinkedIn or email at: irabgm@gmail.com

Should a Head of Sales take sales calls?

Some say no.
"That’s what the reps are for."

I say yes. Every time.

Here’s why:

- If you don’t get on calls, how do you understand today’s buyer?
- If you don’t hear objections live, how do you coach your team effectively?
- If you’re not in the trenches sometimes, how do you earn your team’s respect?

I’m not saying leaders should carry quota.

But if you’re leading a revenue team - you need to stay close to the front line.

Jumping on calls reminds me how fast things are changing - and what it really takes to win. 

- It keeps me real.
- It keeps me sharp.
- It keeps me grounded.

Sales isn’t just about dashboards.
It’s about people.

What do you think - should sales leaders still jump on calls?

Iryna Begma

2 decades in Marketing & Sales | Follow me for my personal stories and best-kept lessons | Head of Sales at MLex

The worst follow-up strategy in sales?

“Just following up.”
“Any updates?”
“Bumping this to the top of your inbox.”

We’ve all done it.
And we’ve all had it done to us.

Let’s be honest -
That kind of follow-up doesn’t create urgency.

It just reminds the prospect you’re waiting.

Reps who win don’t follow up. They re-ignite the conversation.

Here are 3 follow up messages I build with lemlist that work.

Follow up with context, value, and confidence.

What’s the worst follow-up line you’ve ever received?

PS: grab the sequence in the comments below - yep, free to use now!

follow-up strategy

No need to meet clients in person.

We have email. 
We have Zoom. 
We have LinkedIn.

Nope. 

The biggest deals, the toughest negotiations, and the strongest relationships?

They still happen face-to-face.

Because here’s the truth:

- Trust isn’t built over a screen. It’s built when you sit across from someone and have a real conversation.

- Hard conversations don’t happen over email. If you’re discussing pricing, renewals, or pushing a deal across the line, showing up changes everything.

- Being in the room makes you different. When your competitors are just sending another follow-up, you’re the one making a real connection.

You can sell on Zoom.

Still if you have a chance to meet a client in person - do it. 

Thoughts?

Outbound is dead

That’s the take.

Sales teams post it.
LinkedIn “experts” declare it.
Everyone loves to say it.

But here’s the truth: bad outbound is dead.

→ Spray-and-pray cold emails? Ignored.
→ Generic copy-paste DMs? Deleted.
→ Robotic pitches with zero personalization? Straight to spam.

Smart outbound is thriving.

→ personalized messaging → because nobody wants another templated pitch.
→ multi-channel sequences → because one email (and even one channel) won’t cut it.
→ Relationship-driven outreach → because people buy from people, not bots.

The difference?

The best teams don’t just send emails.
They build conversations.
They play the long game.

They know outbound isn’t dead - it’s just evolved.

And tools like lemlist aren’t just keeping outbound alive - they’re evolving with it.

lemlist is built for modern outbound. No fluff, no friction - just a hands-on solution that helps sales teams cut through the noise, start real conversations, and win more deals.

Is outbound really dead, or just done wrong?

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The LinkedIn bro-culture

I thought we’d moved past this.
Turns out - we haven’t.

This week at my Dutch class, the topic was:
“Do we need more female role models?”

3 out of 4 men said:

❌ “No, we have enough.”
❌ “I’m not a woman, so I don’t know.”
❌ “I don’t understand the question.”

I tried to explain.
As a woman.
As a mother of two daughters.

Still - nothing landed.

“But there are plenty of actresses and influencers, Iryna.”

When I asked them to name 3 female business leaders, scientists, or athletes - they could barely name one.

And it hit me:
We’re still not seeing the problem.

Even here on LinkedIn - 

Those “top professionals to follow” lists people post?

Sales experts, startup founders, marketers, creators…

Almost every time: all men.

The LinkedIn bro culture is alive and well.

And no, I don’t want to wait 10-20 more years for a shift.

I want it now.

I want to see more women getting spotlighted, supported, and amplified.

I want more female voices on the algorithm’s radar.

Because when you build a community made of only one voice -

You miss half the brilliance.

And honestly?
A pure “ball party” ends up with long toilet lines… and not much fun.

Let’s do better.

PS: here is a list of amazing female sales creators on LinkedIn 

Lori Richardson  
✨Shannon Plumb✨ 
Alexine Mudawar  
Dariia Gerasymova 🧚🏻‍♀️ 
Charlotte Lloyd 
Leslie Venetz  
Maryna Nikitchuk 
Jen Allen-Knuth  
Julia Carter 
Celeste Berke Knisely, MTA 
Anastasiia Ivannikov 
Jackie Hermes

Should salespeople post on LinkedIn?

“Just focus on calls and emails.”
Some say it’s not worth the time.

I disagree. Completely.

Here’s why:

- If you’re not visible, how will people remember you?
- If you’re not sharing ideas, how will prospects see your value?
- If you’re not building trust online, you’re already behind.

You don’t need to post every day.
You don’t need to go viral.

But showing up - consistently, thoughtfully - matters.

- It builds credibility before the first call.
- It creates warm leads without outreach.
- It helps you grow faster than any cold DM ever will.

Buyers are watching - even when they’re not responding.

Have you already started posting or still thinking?

Something new being planned and coming 😅

PS: any thoughts what exactly?

Why did you choose sales?

For me – it was simple:

- The thrill of the win
- The drive of competition
- The energy of talking to people

And let’s be honest - 

Sales is one of the few careers where your results speak louder than your CV.

You close? You earn.

Sales isn’t just a job.

It’s a mindset. A challenge. A daily adrenaline rush.

What about you - why sales?

Today, MLex  was a proud media partner at the Financing Europe event by Forum Europe and it was an incredible experience! 

Our journalists including Fanny Roux were on the ground, capturing key insights major developments that will shape the regulatory landscape. 

including some exclusive interviews 🤫

Some great stories are on the way - if you want MLex  access to the most critical updates, ping me!

Thank you, amazing Forum Europe team 

Thanks Kait Bolongaro Todd Buell for unparalleled moderation 

And high five to Riad Bouchelouh for the company!

Ever notice how 99% of LinkedIn comments are overly nice?

“Great post!”
“Love this!”
“So true!”

It’s because most of them are written by AI.
And AI is always… nice.

No real take. No depth. Just polite fluff.

Using AI to create posts? Fine.

Using it for comments? That’s where it gets weird for me. 

Comments are for real conversations.
Not just automated approval.

Do you think it weird as well?

Great salespeople don’t rely on decks.

They do this instead.

“Let me walk you through our slides…”
“We’ve got 40 pages covering everything.”
“Here’s a quick overview of our company history…”

We’ve all said this.
And we’ve all watched prospects zone out.

Let’s be honest - no one ever bought from Slide 27.

Because decks don’t close deals. Conversations do.

Great salespeople don’t read slides.
They drive a dialogue.

Here’s how:

- Start with a challenge the buyer actually cares about
- Show how you’ve solved it - briefly, clearly, credibly
- Keep the deck light and let the questions lead

A strong deck should support you.
Not replace you.

If your pitch falls apart without the slides - 
it was never a pitch. It was a lecture.

Are you leading the conversation?
Or just clicking “next”?

The world’s most popular and widely used CRM system has integrated AI. 🙈

P.S. Be honest - you’ve all used (or are still using) this CRM, right?

“Am I enough?”

We all ask ourselves that.
Especially on the hard days.

It’s okay to question.
It means you care. It means you’re growing.

But don’t let the doubt take over.
Pause. Breathe.
Look back at how far you’ve come.

You’re more than enough.
Even when it doesn’t feel like it.

PS: maybe this is something you need to hear today 

——

PPS: send a word “confidence” in the comments and I will send you a guide on believing in yourself (kidding 😅)

Subscribe to hear more wisdom from me 😃

Demos don’t sell. 

A product demo won’t close your deal.
Story will. 

Your buyers don’t care about your buttons, dashboards, or integrations.

They care about how their life gets easier, faster, or better.

Yet most demos sound like this:
- “Here’s what our platform does...”
- “This feature lets you...”
- “Look at this cool functionality!”

And most prospects think: “So what?”

Great salespeople don’t just walk through features. They sell transformation.

Here’s what works:

- Make it THEIR story. Show how your solution solves their biggest headache.
- Lead with impact. Start with the WHY before the HOW.
- Create an emotional connection. People don’t buy logic - they buy how something makes them feel.

A killer demo isn’t about showcasing your product.

It’s about making them believe they can’t live without it.

How do you run your demos? Feature-heavy or story-driven?

If you are wondering how sales people look now 😅

Blind outreach is easy.

But it’s also easy to ignore.

You can send 100 messages a day.
And still book zero meetings.

Because when there’s no context, no relevance, and no reason to care - 
your message becomes just another one they delete without reading.

The fix?
Research.

Smart outreach starts before you hit send.

- Look into their company → What’s changing? What’s relevant?

- Look into their role → What are they likely dealing with?

- Look into them → What content do they share? What do they care about?

Then, tailor your message. Not with just {FirstName}, but with insight.

Research shows effort.
Effort builds trust.
Trust gets replies.

Volume doesn’t book meetings.
Relevance does.

How much research do you do before you reach out?

No motivation? 

No problem.

But it will also mean no result. 

Sales is a game of consistency.
But it’s also a game of energy.

You won’t win if you don’t want it.

I’m driven by results.

I love the chase. The close. The scoreboard.

The feeling of “I earned this.”
And yes - I love competition.

But here’s the thing:

Motivation isn’t something your manager can hand you.
It doesn’t live in bonuses or leaderboards.

It has to come from you.

- You need to know why you show up.
- Why you keep going when the quarter gets tough.
- Why rejection doesn’t stop you.

Because without that internal fire?
Sales becomes just another job.

With it?
You’re unstoppable.

What drives you in sales - money, growth, impact, something else?

Decreased reach is because of the algorithms. 

It is all because of the algorithms! 

Or because you are boring 😅

Apparently this week I am very boring and not interesting 🤣

You too guys?

MLex insight series: European enforcement of online safety

(link in comments if you want to download the report)

As Brussels pushes forward with its digital rulebook, global tensions are rising.

With the EU doubling down on enforcement and the U.S. pushing back, the regulatory battleground over online safety is heating up. 

Enforcement of the Digital Services Act (DSA) is already underway, with major probes into TikTok, Temu, and others. 

At the same time, the proposed Digital Fairness Act (DFA) signals the EU’s intent to tackle emerging harms - from algorithmic manipulation to addictive design.

Sara Brandstätter Matthew Newman Júlia Tar - thanks for the amazing job!

Taplio

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