95% Content The Content Strategy That Took lemlist to $40M ARR
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Jan 8, 2026 Domitille de Saint-Exupéry, CMO at lemlist, shares her insights into the innovative content strategies that fueled the company's success to $40M ARR. She discusses the power of a build-in-public philosophy and how their focus on trust and preference has shaped content creation. Domi dives into their seven demand generation channels, the importance of employee advocacy, and the nuances of hiring subject-matter experts. She emphasizes authentic employee engagement over incentives and reveals how lemlist measures content impact strategically.
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Use Channel Mix Plus Practical Playbooks
- Invest in a mix of channels: webinars, LinkedIn advocacy, YouTube, short-form video, and practical playbooks.
- Prioritize technical playbooks and workflows to teach sales and RevOps concrete outbound tactics.
Co-Create Or Hire Domain Experts
- When you lack internal subject-matter expertise, co-create content with customers, partners, and communities.
- Hire domain experts into marketing when possible to produce credible, high-impact content and host webinars authentically.
Hire A Creator Who Keeps Field Time
- Make the creator-role attractive by letting them keep a foot in the original job and offering personal-brand growth.
- Market the role clearly (e.g., 'sales influencer') to attract people who want to build an audience.