From 5% to 30% of pipeline from outbound? Here’s how ElevenLabs did it with lemlist!

‍Jonathan Chemouny, Head of Sales Development at ElevenLabs, oversees pipeline generation across EMEA.

His goals?
1. Find the best opportunities in the market
2. Build a team that can (out)reach them effectively.

His challenges?
→ Stop relying on inbound only.
→ Moving up market, by going after bigger accounts.

We know that inbound is not predictable. You can have good momentum, but sometimes it goes down. We want to be in control.

To grow sustainably and go after specific ICPs, territories, and strategic accounts, they needed a reliable outbound motion.
‍

You can’t optimize with tools & sequences all over the place

When Jonathan joined, outbound efforts were scattered across multiple platforms.

Email, LinkedIn, cold calling - each step lived in a different tool.

That made it harder for them to:

• Track performance,
• Standardize messaging,
• Know what’s actually working..

It also slowed down onboarding and collaboration across markets.

Sometimes, you don't really know what SDRs are doing in terms of sequences. You can't really optimize.

‍

Step 1: Find a multichannel tool easy to use & to test out

To simplify and scale outbound, Jonathan and his team looked for an outreach tool that :

• Was easy to use,
• Would bring everything into one place,
• Allowed the team to test & iterate quickly with A/B testing.

We were looking for something easy to use. The Sequence Builder is very visual. You can really see how to create your sequence. I love this feature.

‍

Step 2: Show results fast to get the whole team on board

Their strategy for adoption? Let results speak.

1. Leading by example → Jonathan started outreaching and shared his LinkedIn outreach results.
2. Team got motivated to share their results, tactics, and messages too.
3. Soon, other reps were asking to join in.

Someone on the team messaged me: 'Hey, can you get me a seat on lemlist?' They just wanted to replicate the success.

‍

Step 3: Measure results for 3 months, and replicate what works

Before lemlist, outbound made up just 5% of ElevenLabs’ pipeline.

A few months later?

• Between 25% and 30% of their pipeline comes from outbound.
• A record of 71% interaction & 25% reply rate on their best-performing campaigns.

Their extra mile? Building an internal experiment hub: SD Labs.

What I love about lemlist is that you are experimenting a lot, so we can experiment together.

‍

What really moved the needle?

Jonathan’s team shifted their mindset from volume to value.

❌ Before → Spray and pray approach with bulk send to large volumes of leads.

✅ After → Engaging only ICP leads, warming them up with multichannel approach, and emailing only when relevant.
‍

THE feature that made ElevenLabs go “WOW

LinkedIn AI voice messaging.

Being able to connect with leads using my personal voice, and the instant voice cloning, it’s just amazing.

‍

“It's been built by people who really understand prospection”

Jonathan words. 

According to him, lemlist workflows support how modern sales teams operate:

• Efficient,
• Flexible,
• And focused on quality outreach.

If I had to describe lemlist in one sentence, I would say it’s a platform for salespeople looking to easily build a pipeline using the best tactics on the market.

As for us - the result we’re mostly proud of?

A team that’s not just more productive, but more confident.
‍

Want ElevenLab's full outbound strategy?

Watch the full interview with Jonathan to hear how ElevenLabs rolled out a winning outreach strategy, one experiment at a time:

‍

Curious to see what your team can achieve?

Try lemlist for yourself to simplify outreach, personalize at scale, and bring your team together:
‍Start your 14-day free trial here