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, strategic accounts, they needed a reliable outbound motion.
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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.

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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 → A/B testing everything.

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.

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

Their strategy for adoption : showing results fast.

1. Leading by example → Jonathan started outreaching and shared his LinkedIn outreach results.
2. It motivated the team to share their own results, tactics and messages.
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 after 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 pipe come from outbound
• A record of 71% interaction & 25% reply rate on their best performing campaign

‍✨ 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.

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What really moved the needle?

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

❌ Before → Spray and pray approach with bulk send, large volumes of leads adressed

✅ After → Engage targeted lead in their ICP, Warm up leads, Use multichannel approach with emailing only when relevant.
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THE feature that made ElevenLabs go “WOW

AI voice messaging.

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

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

Jonathan words. 

According to him, lemlist workflows supports 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 proud of ?

A team that’s not just more productive, but more confident.
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Want their full strategy?

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

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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 free trial here