Maximus Greenwald

Warmly,

Warmly lets your demand generation team warm up your TAM with AI Marketing Agents, and deliver hot leads for sales to close. 

For example our AI Demand Gen Agent can de-anonymize your website traffic to give you the names and emails of the ACTUAL people who visited your site but didn't yet convert. Then auto-email, auto-Linkedin DM and auto-chat them using AI until we increase your pipeline by 25%+.

Warmly.ai is a AI Marketing Startup based in San Francisco with 300+ B2B customers & 50+ global employees. We've raised $20M from VCs like Felicis, NFX, Sequoia, Y-Combinator & Techstars.

And yes, there is a comma in our name.

Warmly,
Max

Cofounder & CEO

Member

Sequoia Capital

Scout

IgniteSTEM

Founder, EdTech Nonprofit

Forbes

Forbes 30 Under 30, Enterprise Technology 2021

Y Combinator

Alumni, S20

Techstars

Alumni, Boulder

On Deck

Alumni, ODF2

Google

Product Manager

Photos, Maps, Chrome.

Most fun thing I built: Google Maps' April Fools Day Jokes - https://www.fastcompany.com/40552403/wheres-waldo-in-google-maps-and-heres-how-he-got-there

Associate Product Manager (APM)

Associate Product Manager Intern

HackPrinceton

Hackathon Organizer

ceo @ warmly.ai | revenue ops obsessed | ex-google | follow to watch me try to build a sales tech unicorn

Follow me for researched insights around Demand Gen, Sales & Marketing problems and how they can be solved with AI, grit & Purple Cow Marketing 🟣🐮.

Go-To-Market & Marketing for B2B will change forever with AI. From talking to 100s of CMOs & CROs from our customer base, we will soon see legendary, small demand-generating marketing teams who create massive pipeline with full-funnel orchestrations & automation. I'm deeply passionate about building AI Marketing & Sales Agents to aid this evolving landscape. 

Founders - Read my founder newsletter "Going CLEAR" to get the behind-the-scenes on growing our AI Marketing startup, Warmly. https://www.linkedin.com/newsletters/7174798574000439296/

GTM Teams - How to build a repeatable sales motion from 0 to 250+ paying customers:
> https://www.growthunhinged.com/p/the-path-from-0-to-100-paying-customers
> https://www.growthunhinged.com/p/a60761fe-4af2-4a29-9ca7-7b479565f31a

Personal interests: triathlons, telemark skiing, chess, rugby & freestyle rap (amateur but having fun)

Warmly,
Max

AI is blowing up in the world of GTM Engineering + Marketing + Sales + RevOps; here are the newsletters to follow that have incredible content ==>

GTM:

1/ 🗞️ The Signal by Brendan Short: https://lnkd.in/e-SA_KAc
👉 Separating the signal from the noise • a newsletter on all things AI GTM tech

2/ 🗞️ GTM w/ AI by Joey Fiorie: https://www.gtmwithai.co/
👉 A 3-minute email on AI tools that optimize the sales funnel.

3/ 🗞️ GTM AI Newsletter & Podcast by Jonathan M K.: https://lnkd.in/e8phU_qm
👉 Business & Role Impact> Learning tools. Stay ahead in the rapidly evolving world of Go-To-Market strategies.

4/ 🗞️ GTM Guys by Chris Viglietta: https://lnkd.in/e5ekgbmG
👉 Tips on Clay and AI to become more productive.

5/ 🗞️ The GTM Strategist by Maja Voje: https://lnkd.in/eKHC__XX
👉 Weekly Go-to-Market examples, best practices, hot tips and tools. Free in your Inbox every Friday.

Marketing:

1/ 🗞️ Going CLEAR: Transparency in GTM by maximus greenwald: https://lnkd.in/ecpddeBc 
👉 Behind the scenes on Warmly,'s 7 marketing channels/strategies/mistakes and hot takes as they scale to $10M ARR

2/ 🗞️ The Curious Marketers Guide to Everything by Micah McDonough: https://lnkd.in/eT5i6Guj
👉 Your fix for smarter marketing: Packed with fun facts, insights, trends, cutting-edge tools, and actionable strategies to elevate your ideas.

Sales:

1/ 🗞️ The Augmented Seller by Oscar-Wyett Moore: https://lnkd.in/e9yVre8A
👉 A weekly newsletter on the latest AI tools and workflows to help you close more deals and beat quota—every Monday.

2/ 🗞️ Closed Won by Brian LaManna: https://closedwon.xyz/
👉 Actionable sales tips (and some memes) delivered to your inbox every Monday. Trusted by 13,000+ sellers. Read in 2-3 minutes.

3/ 🗞️ GTMA by Chris Balestras: https://lnkd.in/eGmA7utB
👉 Modern GTM @ a startup - marketing, sales, and AI.

RevOps:

1/ 🗞️ Claymation by Alex Lindahl: www.claymation.io
👉 Join 1,700 GTM leaders learning the latests in GTM Automations, Workflows, and AI with Clay & No Code/Low Code. Weekly guides, templates, tips and prompts you can copy & implement.

2/ 🗞️ RevOps Impact by Jeff Ignacio: https://lnkd.in/eDyk9Rbg
👉 Building out a successful Revenue Operations capability at your business doesn't have to be difficult. Experiences in building up revenue operations at growth stage companies and at large, enterprises too.

4/ 🗞️ ConnectedGTM by Stuart Balcombe: https://lnkd.in/er9ihwnN
👉 Tactical, step-by-step HubSpot playbooks for implementing a connected experience across the customer journey.


(s/o to Alex Lindahl who originally shared this list above!)

maximus greenwald

ceo of warmly.ai, the #1 intent & signal data platform | sharing behind-the-scenes marketing insights & trends 5x a week | ex-Google & Sequoia scout

Conversion AI just raised a $28M Series A & needed to boost pipeline ASAP.  Team Warmly, went onsite to get them live with 9 signal-based plays by lunch. Here's what happened during this white-glove AI Onboarding 👇

Our goal: stand up their full Warmly instance in under 2 hours.
Their goal: Build a lead engine that runs while their AEs focus on closing.

We partnered directly with RevOps, Marketing, & Sales to:
- Combine 1st, 2nd, and 3rd-party intent into fresh lead streams
- Route hot leads to Sales in Slack, auto-sequence the rest
- Trigger LinkedIn + email outreach the moment intent spiked
- Automate their entire outbound workflow — no manual LinkedIn steps, no static lists

By noon:
 ✓ Full system live
 ✓ Hundreds of prospects in sequence
 ✓ Leads flowing to pipeline

Their words, not ours:

"Nothing frustrates a GTM team more than spending time on low-intent leads. Warmly helps us allocate resources toward the ones that will have the highest impact." - CEO, Neil Tewari

This is the future of GTM orchestration: real-time, signal-based, and fast to value.

Curious what your team could launch before lunch?

Reach out for a white-glove onboarding today!

Going CLEAR Day 642: [Update #84] September 2025 - Best Month in Team History & AI hurts margins.

What is this? I share our numbers & my founder learnings because I want to be held accountable to growth & help others on their journey

📚Read on to learn: 
↳ reflections on launching our new SDR Agency Warm Legency by Warmly,
↳ the excitement of stability post-layoff
↳ how we lost a $125k deal for missing 2 features
↳ the retention of our Month-to-Month customers behind meh
↳ my learnings from reading the leadership book "Extreme Ownership"

BACKGROUND:
- I started Warmly in 2020 with my cofounders after quitting Google to change the world of GTM
- We were slapped in the face with humble pie having 0 knowledge in sales & marketing/ pivoting 6 times in 3 years
- Once we stopped "playing startup" & got to work we grew 0 to $1M in 2023 and $1 to $2.5M in 2024
- Our next goal is $10M ARR & to get there we need to really unlock a marketing engine

What we do (now): Warmly warms up your Total Addressable Market & segments your leads into cold, warm & hot using an Intent Signal Data Agent.

We then use our Outbound & Inbound Agents to engage your hottest leads omni-channel (on chat, email, linkedin, call) so you can book meetings while you sleep.

September 2025:

Metrics:
- Total MRR: $460,797
- Warmly Lead Platform MRR: $409,656 (+11.50%) 
- Net New Revenue ARR: $507,054 (*best month in history!*)
- Net New Pipeline ARR: $1,382,800

Asks:
- Beta testers for our upcoming MarketingOps Agent: if you want a freakishly amazing, AI-built warm lead list… Please reach out to alan[at]warmly[dot]ai to give us feedback

- An intro to Drift Customers: with Drift shutting down / insecure, Warmly’s AI Inbound Agent is the go-to solution & we’d love to seamlessly migrate Drift customers over to us! Tag them!

&& Much Much More by reading the newsletter 👇

Warmly,
Max

Metrics: Total MRR: $460,797 Warmly Lead Platform MRR: $409,656 (+11.50%) Net New Revenue ARR: $507,054 (*best month in history!*) Net New Pipeline AR

Open article: Update #84- September 2025 Update -  Best Month in Team History & AI hurts margins by maximus greenwald • 8 min read

Update #84- September 2025 Update -  Best Month in Team History & AI hurts margins

Organic social is getting harder but it’s still a top 3 lead generating channel for us.

Here’s how i scale myself to produce 15 1-3 minute high quality videos with graphics/captions every month - 

Every 2 weeks i self set-up a nice mic, camera, & lighting.

Then i use a video agency (we use Opascope™ ) to interview me on topics related to what we sell for an hour.

the trick is having someone else interview you - it’s so much easier to let conversation flow & get nuggets of wisdom.

i ask them to scold me if my content speaks too much to my champion vs my economic buyer.

it just takes 2 hours a month.

They then post process and chop up the videos with AI & some manual QA.

then i have ready made assets to post (i sprinkle them in with my regular written content & post them on YouTube.

No alternative text description for this image

How much intentionality do you put into your role models?

Episode 4 of Founder Brand just dropped - our series to help me unstick my marketing motion & teach fellow founders in the process.

This month, I sat down with Dave Gerhardt to unpack one of the most exciting parts of building a company: finding your mentors & role models.

The point of finding role models isn’t to follow someone else’s playbook.
It’s to build your own.

What stuck with me:
→ You don’t need to actually know the mentor.

 You just need their content trail and the discipline to study it.

 → You don’t need a perfect system of who to listen to and when.

 But you do need opinions. Clear ones. Especially on how you want to market. (Mostly because it's better to do something with conviction then churn in indecision)

 → You don’t need to be loud or controversial for its own sake.

But if you want to stand out & get a little spicy, you will get flamed. Accept it... or stay invisible.

So here’s where I landed for myself:

- I want to be sharing transparently like Adam Robinson
- I want to have customer obsession like David Risher (who, as CEO, drives for Lyft to learn)
- I want specificity and substance like Scott Martinis. No vague vibes.

My challenge now: define the traits we don’t want at Warmly. The anti-role models.

Because clarity isn’t just about what you stand for.... it’s also what you refuse to copy.

Warmly,
Max

PS. I’m on a quest to tell my story as a founder. Follow along as I build my founder brand.

PPS. To unlock our next chapter (Series B), we need to scale from $5M to $10M ARR so we can continue to help GTM teams build pipeline. With Warmly, marketers know exactly who to target and sales rep only work the hottest leads.

“More pipeline solves everything" is wrong. For years B2B teams chased 5x, 6x, even 7x coverage goals. This is wrong.

In the age of AI, Lean Pipeline > Pipeline.

For the last decade we threw budget at paid ads, bought massive lead lists, & spammed cold contacts into the ground.

And it worked! Until it didn’t.

Close rates are dropping. CAC is exploding.

And marketers got stuck in a loop:

More pipeline → less precision → more waste → even more pipeline.

But what if you could hit your goals with 2x pipeline coverage?

6 years of building Warmly, has led me to this realization.

Not to help marketers do more of the same, but to help them do something better.

In this video, I explain exactly how Warmly works and why it’s different.

Warmly is an AI agent platform designed to power Lean Pipeline.

Instead of cold outreach and generic MQLs, we:

• Track real-time person-level intent signals
• Identify the actual human visiting your site (not just the company)
• Trigger personalized outreach automatically (when the timing is right)
• Let reps skip the cold grind and focus on warm, high-intent conversations

We built this for the modern demand gen team.

Not the one stuck chasing leads.... but the one focused on buyers.

Because the future isn’t about filling your funnel.

It’s about sharpening it.

Lean Pipeline means:

→ Precision over volume
→ Relevance over reach
→ AI handling the noise so humans can focus on real revenue

It’s not just a new tool.

It’s a new mindset for how GTM should actually work.

If your team is feeling the pressure to do more with less…
Start with less junk.
Start with Lean Pipeline.

PSL Season just helped us hit our best sales month ever. 
& no, not the lattes.
I’m talking about our new Pipeline So Lean method. 

We used to chase 5–7x pipeline coverage.
Dumping budget into paid, cold, and content - & at first it works ($1-$3M ARR) but then we watched conversion rates collapse.

More junk leads → lower conversion
Lower conversion → pressure to generate even more pipeline

& of course reply rates are just down for everyone across every channel due to all this automatic reach out.

We went back to the drawing board & decided to take a different route: Lean Pipeline. 

(& we're launching a product next week we built internally first to help us do it)

At Warmly we’re hitting up to 50% win rates on Lean Pipeline, and the model keeps improving.

Not by doing more, but by doing less - better.

How do we do it?

1/ Real-time, person-level intent

2/ AI scores leads into Hot, Warm, Cold

3/ AI routes leads automatically to an omni-channel approach (email, linkedin, ads, on-site chatbot)

4/ Reps only act on Hot leads (when timing + fit are right)

5/ Automation warms up our TAM in the meantime until the fit is right

Lean pipeline is about precision.
The future isn’t a wider funnel, it’s a sharper one.

Maybe obvious but if your team could hit revenue targets with half the pipeline... would you still chase 6x coverage?

That is what we mean by Pipeline So Lean

In SF on October 24th? Sneak out early on Friday for a one-day GTM Exec retreat at Montage Healdsburg Resort.

We're hosting 20 Marketing & Sales Execs for an afternoon of wine tasting, off-the-record sessions on techstack that works & pipeline builders that don't.

Apply to join! https://luma.com/9gtrhivc 

Transportation to & from SF is provided.

The best sales teams have out-innovated marketing.

Here’s what they’re doing differently: and what CMOs should learn from it.

Top reps today aren’t just “going omnichannel.”

They’re running signal-based, AI-personalized sequences that meet buyers where they are (across email, LinkedIn, phone, and more).

And it’s working.

Because sellers own the outcome.

They get real-time feedback on what lands.

And the tech now helps them act on signals, not spray-and-pray.

Meanwhile, marketing is often still structured around function, not motion:
• Ads are one team’s job
• Events are another’s
• Nurtures belong to a third
• And no one’s responsible for the full journey

That’s not really omnichannel.

It’s multichannel, in silos.

And it’s a huge reason pipeline lags.

The better path?

Start thinking like sales.

Choose one ICP and own the full cycle:

From the first signal they show intent to the moment they reply across channels, in real time, with personalized content.

Unify the workflow. Let AI handle the busywork.

Let humans focus on connecting with buyers, not coordinating systems.

This is what we’re seeing in the highest-performing GTM teams today.

Sales got there first.
Now it’s marketing’s move.

Warmly,
Max

ps. Who’s already experimenting with this model? What’s working?

#DemandGen #CMO #Warmbound

🕊️ Last month I got Cold Carrier Pigeon'd. Most unique B2B channel there is.

Background: I posted that I was open to being prospected (I wanted to see what clever tactics were out there).... and I never *ever* could have imagined I would get Cold Carrier Pigeon'd.

But enter the marketing gurus at Verisoul -- Henry & Joey.

Here's what they did:
- wrote out a prospect message 
- attached it to a real pigeon in Texas
- filmed the pigeon as it flew across a field
- mailed the full note to SF (our guy can only fly so far)

Impact? I obviously took a demo.

& it's actually really useful: For PLG & finance companies struggling with AI making fake accounts, they stop fake accounts & fraud in real-time.

Well done 👏

If you want 148k followers on Linkedin, follow these 5 tips from Peter Walker (Head of Insights @ Carta), one of the Top Voices on data-led content:

Most graphics/data-posts are either:
 A/ Too obvious to spark curiosity
 B/ Too complex to digest fast
 C/ Or take too long to create consistently

So how can you thread the needle of an engaging Data-Led Post?

The key 🔑 is that the data & graphic should either confirm existing beliefs or provide nuanced insights to topic they thought they knew.

I sat down with Peter to figure out how he's crafted his system & this first video we made covers his 4 biggest lessons for post optimization:

1) Create a system to reduce time spent per post 

2) Spend significant time crafting an engaging hook (how was mine?). Ask AI to rate your hooks 1-10 & then ask it to make 3 more 10/10 hooks. Edit or delete/repost content that you think is fire but the algorithm didn't pick up

3) Consistent posting is key... it could take 4+ months to gain traction

4) Post 8-9am PST (guess what time this launched?) & engage with comments

Want to post like an influencer? Watch this.

ps. Coming soon - how to visually make your graphics stunning & unique

MOPs Friends! Heading to Anaheim for MOps-Apalooza at the end of October?

We’re bringing the GTM community together for an exclusive dinner !

If you’re a marketing leader, we’d love to have you join us on Tuesday, October 28th with our friends at RevSure AI!

Secure your spot here: https://luma.com/0yfq2a18

Going Clear 636: Customer Analysis To Find Better Customers - it turns out almost 51% of *our* customers are inbound-heavy. Here's what this analysis means for my business 👇

BACKGROUND: Warmly[dot]ai builds AI tools to help you warm up your Total Addressable Market & segments your leads into cold, warm & hot using intent signals.

& importantly - we sell to GTM teams. Usually Demand Gen, but often RevOps, Sales Development & broad Marketing.

PROBLEM: we weren't building our TAM correctly.

In the last 18 months we've built our lead lists off of typical firmographic criteria: - how big the prospect company is
- the industry of the prospect company, etc

We're pretty sophisticated so we include things like their website traffic amount (since we de-anonymize your website traffic so the more traffic you have the more leads you find the happier you are).

But we weren't looking at the GTM motion of our prospects.

Why would we?

Well it turns out that inbound-focused orgs love intent signals.

Inbound-focused orgs are typically marketing teams who are thinking about which broad segments in their own TAM to focus on & influence with their marketing budgets.

This is represented in the analysis of our customer base; if you're inbound-focused you're more likely to buy.

The solution is easy: we should try to chase inbound-focused orgs, and less sales-first orgs.

But how could we figure this out at scale across our large TAM?

There are no easy filters for figuring this out... so how could we find this data?

Enter: AI Web Signals by Warmly (now in Beta - ask us to try it!).

SOLUTION: use AI to ask "is this prospect Inbound-Heavy or Sales-Heavy?"

Then send AI to scrape the website & web data of each prospect to pull your requested AI Web Signal.

One of the most amazing things about natural-language prompting + web scraping is that you can ask complex queries across tens of thousands of leads and then find the true warmest leads to go after.

IMPACT:
- it turns out that 50% of the leads we were spending money to chase weren't the best leads we could be chasing
- using AI Web Signals we could focus our leads on better, smarter leads as we build our pipeline. 
- Not just *any* pipeline but now, Lean Pipeline
- This *should* lead to higher close rates (& of course will let everyone know how it goes)

There’s a vicious cycle quietly destroying modern GTM teams. It begins with a simple target: “We need to hit our pipeline goal.”

What happens next?

Marketing shifts all its energy toward generating more pipeline.
More leads. More campaigns. More spend.

At first, it feels like progress.
Number go up?
Yes.
We're winning!

But then conversion rates start to drop.
The pipeline is full of junk: 
- accounts that aren’t your true ICP
- deals with no intent
- contacts who were never ready to buy.

Sales struggles to close.
Marketing responds by filling the gap with even more pipeline.
& the cycle repeats.

📉 More pipeline → lower quality → lower conversion → more pressure → even more pipeline.

This is the vicious cycle of pipeline targets.

For years, GTM orgs have been conditioned to believe that more pipeline = more revenue.

But more pipeline often just means more waste:
Wasted ad spend
Wasted human effort
Wasted time chasing bad fits

We’ve over-optimized for quantity at the expense of quality.

And the tools that the GTM Tech Industry built (my industry!) made it worse... they made it easier to scale noise, not precision.

The era of GTM decadence is over.
We’re entering the era of the Lean Pipeline.

In this new era: marketing isn’t judged by how much pipeline it creates, but how much of it actually converts.

When your pipeline is lean on the other hand: your close rates rise, your forecasts stabilize, & your spend compounds instead of leaking.

We’re also entering into the era of the Super Marketer (some say GTM Engineer).

Who are Super Marketers? Small, high-output teams (or even one person) using real-time intent and AI agents to drive most of a company’s high-converting pipeline.

Their impact rivals that of top-performing AEs.

From: “How much pipeline did we generate?”
To: “How much of our pipeline actually closes?”

From: “How big is our funnel?”
To: “How efficient is our funnel?”

From: more
To: better.

The future belongs to teams who build lean, intelligent, high-conversion pipelines.

Keep watching out for Super Marketers who run Lean Pipeline funnels to break the vicious cycle of pipeline targets.

Evolution or Devolution? Just got a walking treadmill desk. 

... maybe I'll find a way to get my computer on the ground so I can walk on all fours & continue my evolution.

ps. still marveling at how GPT-5 can product this in 1 try with 2 sentences

Advice for B2B Marketers: keep your messaging simple.

This dude gets it.

His stall didn’t look like the other 200 on the strip selling 100+ skus.

I bought his bracelet.

My hot take is that the software industry will soon begin an apprenticeship model for junior talent just like blacksmiths & electricians.

New grads who need skills but are unable to find jobs will choose to work for free for two years to earn a paid job or in exchange for a portion of their future wages.

Allbound partner for SaaS & agencies | Founder @ Demand House

“Hiring juniors just isn’t worth the cost anymore.”

I’ve heard this from countless founders in tech.

But I wanted to understand why. So I asked one of the hottest founders in the space right now, maximus greenwald (Co-Founder & CEO of Warmly,).

And he didn’t sugarcoat it.

For many software companies, this is the reality:
→ AI and automation are taking over the tasks that used to go to junior hires. 

And for lean startups under pressure to move fast, there’s no time to slow down and train.

The result? The classic entry-level path is disappearing.

So I asked Max for his prediction:
→ He believes the software industry will shift to an apprenticeship model - where junior talent trade future wages for skills, experience, and room and board (a bit like blacksmiths, tailors, and woodworkers once did)

It makes sense. And it might be the only way forward.

Curious - do you see a better solution?

CMO’s should be given SMALLER pipeline targets, not a bigger ones. Here's why:

Most pipeline is like cheap meat.
It looks full.
But it’s pumped full of junk.

Right now most Marketing teams are pushed towards thoughtless KPIs
They think more is better.

Instead of building real demand, we’re focused on stuffing pipeline.
But volume ≠ quality.

More pipeline just means more for Sales to sift through... and most of it never closes.

You’ve seen those Costco meat labels that say “contains up to XX% meat”?

That’s what your pipeline looks like!
“Up to 60% junk leads.”

The ingredients? MQLs, cold clicks, job titles, and wishful thinking.
That’s how your pipeline ends up like cheap meat.

Filled up with junk to make it seem bigger than it is.

But what if instead of define pipeline as any lead with a pulse who took a demo, you defined it as a function of intent-drive pipeline who reach a Lead Score level that looks like your Closed/Won customers before they closed?

Here's what I mean:
- Monitor the signals (intent, engagement, fit, etc) that your customers exhibited in the 6 months before they closed
- Use AI to score those signals into a Lead Score
- Rate all pipeline / your broader TAM into that score
- Count only pipeline who has a 75+ Lead Score.

We call this Lean Pipeline. & it would be the pipeline number / KPIs I'd give my CMO.

At Warmly,  we believe in Lean Pipeline (& our product lets you do it too)
It's a way for Marketers to be proud of what’s in their pipeline: not just how full it looks.

So, looking at your pipeline today, if Big Health legally you required to label the junk in your pipeline, how much would you claim is real?

#leanpipeline

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