Lemlist is one of the leading sales & outreach products on the market. Its software supports omni-channel outreach (email & LinkedIn) and other sales enablement features such as lead prospecting.

A few years back, lemlist was just starting, and it was an underdog in a big industry. They jumped into the industry with a few innovations (such as personalized images and landing pages).

However, even those unique selling points needed to both catch existing demand and build new demand for their product (by educating the market on the importance of their USPs).

To help lemlist grow and overtake the market, we implemented our playbooks - ROI-led & Media-Brand.

ROI-led Playbook

For the ROI-led Playbook, we’ve targeted many BOFU keywords, such as mailshake alternative, best cold email outreach software, and others.

We’ve used our psychology frameworks and best practices for writing over 600+ of these types of articles to create the best content on the given keywords.

Without building any backlinks, we ranked lemlist on Google in the TOP 3 positions for over 90% of the target keywords, resulting in hundreds of high-quality visitors and new trials.

This allowed lemlist to catch the existing demand of people looking for email outreach software.

Media-Brand Playbook

To position lemlist as leaders in the market, educate potential customers, and eventually get a lot of inbound leads, we helped lemlist create unique, expert-level content.

There are a few content pillars we helped them create:

First is high-quality, no-fluff, proof-only articles on growth hacks and strategies. We’ve used our (and lemlist’s) internal expertise to create content with many unique insights.

The second pillar is the unique database of the best cold email templates.

To do this, we leveraged the lemlist’s community, showcased their templates (with results), and got massive social media and SEO exposure.

This both:

• Got massive exposure through social media, and people were talking about that

• Allowed lemlist to rank quickly in TOP 10 for over 800+ relevant keywords

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We directly attributed over $700k in net new ARR to our content. Indirectly, our impact was probably even more significant (i.e. someone reads our article today but converts 40-50 days from today).

Together, we grew lemlist from $500k to over $8m in 2 years.

Not to talk about the new traffic and social media exposure. Millions of views.

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