How Vorlon automated its SDR process on lemlist and gets 40% of its meetings from a multichannel mix

From first touch to reply, on autopilot

Vorlon is a cybersecurity company that helps enterprises see and control how their data moves between AI agents, SaaS apps and APIs. Its CMO, Elias Terman, leads marketing and also runs the team’s outreach. He has tried most sales engagement tools, and lemlist is the one he uses to automate Vorlon’s SDR and BDR process.

Campaigns find leads, contact them and follow up. People step in only when someone replies.

I’m basically automating the entire SDR and BDR process using lemlist. And then when there’s a reply, it’s hand-to-hand combat and people jump in.

-Elias Terman, CMO @Vorlon

Elias has a name for the bigger picture, “allbound”, and we’ll get to it below. First, here’s how the lemlist side works.

Email, LinkedIn and calls on one canvas

What Elias likes most is that lemlist is truly multichannel and multi-touch. LinkedIn automation and email work together in the same campaign, and he doesn’t have to cobble together several tools to make it happen.

I love having everything on one canvas, without having to go and cobble together multiple tools.

On that canvas, his team can:

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  Design a multichannel campaign and see it visually

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  Check the analytics of each campaign

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  Answer replies in one unified inbox

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  Warm up email addresses with lemwarm

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  Use inbox rotation to give each salesperson several identities and email addresses, and cycle through them on the email side

For Elias, there’s art and science to it.

Having that canvas where you can design your ideas, see them visually and then look at the analytics is very powerful.

Calls join the same flow through HubSpot. lemlist’s native HubSpot integration connects the two. Elias uses it alongside Nooks for calling: Nooks syncs with HubSpot, and HubSpot syncs with lemlist. The outcome of each call can be recorded, too.

One of the things I like about lemlist is that it integrates with things like HubSpot really well.

Here’s what the HubSpot integration does for sales teams like Vorlon’s:

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  Import leads from HubSpot into lemlist using filters

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  Update leads in your CRM with the latest activity from lemlist

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  Match lemlist fields with HubSpot fields, and choose the sync direction

Put together, the three channels do the job that no single channel can.

You’ve got social, you’ve got email, and you’ve got calling. I really think you need to use all three effectively to break through the noise, especially in cybersecurity.

Always-on campaigns that run on their own

Elias manages a portfolio of campaigns. Some of them are “greenfield” campaigns: he sets them up once, and they keep running. Here are three of his tried-and-true plays:

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  Website visitors: each visitor goes through an ICP filter, and the ones who fit get an email.

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  Job changes: people in the ICP who change jobs get a message.

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  Competitor engagement: people in the ICP who engage with competitors on LinkedIn may be in a buying cycle, so they get contacted.

Being able to target based on the situation, pull those targeted lists into lemlist in an automated way and just have them run is great. These greenfield campaigns just run and run and run.

A different message for each industry

Not every lead should get the same email. Some of Elias’s campaigns have content for a specific industry, such as insurance, finance or healthcare.

If it’s the finance industry, then send them this message. Sometimes I’ll have campaigns with specific content, whether they’re insurance, finance or healthcare.

He likes that lemlist gives him a lot of options for campaign logic. With conditions in the sequence, each lead gets the message written for their industry.

Marketing owns outbound

Elias also has a clear view on who should run this work.

I like to control that as the marketing leader. I think SDRs and BDRs should report in marketing, that’s my own point of view.

He says lemlist makes that control easy.

40% of meetings from “allbound”

Elias uses one word for how his team works: “allbound”. Instead of treating each channel as a separate project, his team points all of them at the same target accounts, so each account hears from Vorlon in several places. Historically, this approach has brought in about 40% of Vorlon’s meetings.

Allbound really has accounted for, historically, about 40% of our meetings.

So what’s inside it? When Elias defines “allbound”, lemlist is the first thing he names.

When I say allbound, I’m thinking lemlist, I’m thinking events, I’m thinking paid LinkedIn, surrounding those target accounts.

Here’s how the pieces fit together:

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  lemlist: the outreach engine. Always-on email and LinkedIn campaigns run from one canvas, calls connect through HubSpot, and a rep steps in when someone replies.

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  Events and paid LinkedIn: they surround the same target accounts, so the outreach lands on accounts that already know Vorlon.

That’s why a sequencer is so central to the way Elias works. Asked how he would pitch lemlist to a peer in one sentence, he said:

Every marketing team needs to have a sequencer. That is lemlist’s core functionality, and lemlist specializes in that and does a really good job of it.

How Vorlon’s “allbound” works

Put together, here’s the path of a target account at Vorlon:

→ Events and paid LinkedIn surround the same target accounts

→ Website visits, job changes and competitor engagement feed always-on lemlist campaigns

→ Each lead goes through an ICP filter

→ lemlist runs the email and LinkedIn steps, and calls run through Nooks and HubSpot

→ Conditions send each industry the right message

→ When a lead replies, a rep takes over

→ Analytics in lemlist show how each campaign performs

Curious to see what your team can achieve?

Try lemlist to bring email, LinkedIn and calling into one canvas, and let your campaigns run while your team focuses on replies.

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