Ever wondered how a SaaS company jumps from $14M to $24M ARR without relying on noisy outbound tactics or vanity metrics?
This episode of XgridTalk delivers the full breakdown.
Saad Arshed (COO at Xgrid) sits down with Nicolas Gromer, Growth Marketer at Lemlist, to unpack the exact systems and strategies that powered their growth. What makes this conversation even more compelling? Nicolas’s unique journey—from serving as a mine sweeper in the army to becoming one of the most data-savvy growth leaders in the B2B world.
In this episode, discover:
- Growth Foundation: Aligning GTM with Behavior-Driven Insights
Lemlist’s growth starts with a clear and validated product-market fit—but what sets them apart is their granular focus on user behavior.
- Every growth motion is tied to actual in-app behavior
- Segmentation goes beyond firmographics—targeting based on product actions
- The product and data teams work hand-in-hand to deliver rapid iteration cycles
“We segment users based on what they do, not just who they are.”
- The Growth Tech Stack: Built for Speed and Precision
To scale effectively, Lemlist built a robust yet flexible tech ecosystem:
- Customer.io → for behavioral triggers and lifecycle nurturing
- HubSpot → CRM and sales alignment
- BigQuery → centralized data warehouse
- Reverse ETL + N8N → to keep everything connected and automated
- Clay + Lemlist → for hyper-personalized outreach at scale
The goal: connect marketing, sales, and product data in real time—no silos.
- Metrics That Matter: Ditch Vanity, Double Down on Activation
Forget MQLs and website traffic spikes. Lemlist’s team zeroes in on metrics that actually drive revenue:
- Activation Rate – % of users reaching key milestones post sign-up
- Free-to-paid conversion – split by sales-assisted vs product-led
- Revenue per segment – used to prioritize campaigns and content
“We look at actions that correlate with long-term value. Activation is our true north.”
- Using AI the Right Way: Augmentation Over Automation
AI isn’t used to replace thinking—it’s used to scale relevance.
- AI helps enrich and qualify lead lists
- Personalization is rooted in data, not templates
- Sequences are dynamic, evolving based on user interactions
“AI helps us be smarter, not louder.”
- Multi-Channel Sequences: Outbound That Feels Inbound
Lemlist’s outbound playbook blends automation with human-like warmth:
- LinkedIn visits + profile engagement
- Connection requests with personalized context
- Follow-up emails based on behavioral triggers
- Phone calls layered in at the right moment
Every sequence feels like a 1:1 interaction—not a cold blast.
- Paid Acquisition: Strategic Channel Play Based on Funnel Stage
If you’re starting from zero, go where the intent is:
- Google Ads → quick wins, high intent
- LinkedIn Ads → layered in later for retargeting and trust-building
- Budgeting → tied to customer LTV, not just CPL
“Don’t just ask ‘how much does it cost?’ Ask ‘what’s the payback window?’”
- Attribution Philosophy: Practical, Not Perfect
Lemlist doesn’t obsess over multi-touch attribution models. Instead, they apply a “win together” mindset:
- Sales tracks what they can control (outbound, demos)
- Marketing uses performance data to inform spend
- Both teams align on pipeline quality and feedback loops
Attribution isn’t a war—it’s a conversation.
- Smarter Inbound for Services Companies
B2B service businesses can take a page from Lemlist’s playbook:
- Use paid top-funnel content to educate
- Score and qualify leads with AI-enriched data
- Follow up with personalized outbound to convert
“Inbound brings them in, outbound converts them when it matters.”
- Mistakes to Avoid: Growth Without a System Is Just Noise
Many startups burn money chasing what’s popular. Lemlist’s advice:
- Map your entire user journey before scaling channels
- Segment users by behavior, not just job titles
- Experiment fast—but always measure outcomes
Growth without a framework = chaos at scale.
- Leveling Up in the AI Era: What to Learn, What to Ignore
Nicolas shares his learning stack:
- Start with understanding how AI works (OpenAI, Google resources)
- Join Slack groups and growth communities
- Follow creators who share transparent wins AND failures
“It’s not about using every tool—it’s about knowing why you’re using one.”
- The Power of Localization: Small Tweaks, Big Wins
Even small efforts like translating your homepage can unlock new markets:
- Improved regional SEO
- Higher on-site engagement
- Stronger conversion rates in native-speaking markets
Localization ≠ translation. It’s strategic positioning.
Whether you’re building a GTM strategy, refining outbound, or integrating AI into your workflow, this episode is a must watch and packed with practical insights you can apply immediately.
