lemlist just crossed $50M ARR, and their CEO Charles and Partnerships Manager Julia opened up the full stack behind it.
We broke down every tool they use to run the business, grouped by the job each one does.
Here's the whole map, from the LinkedIn posts that pull traffic in to the invoices that close the loop, and what their choices tell you about running a modern SaaS.
1. Organic Content and SEO
lemlist doesn't buy its audience, it builds one in public. Roughly 10% of the team posts on LinkedIn regularly, and their personal accounts add up to more than 400,000 combined followers. Founder Guillaume sits at 46K, CEO Charles at 37K, Erwan at 40K, with Yann and Domitille around 7K each, and a long tail of teammates behind them.
Two tools carry that motion. Taplio handles LinkedIn analytics, post ideation, and the content calendar, so the team ships consistently instead of posting when inspiration strikes. Figma produces the visuals that make those posts stop the scroll.
That funnel pulls hundreds of thousands of visitors to the site every month, which the SEO layer then captures. Storyblok runs as the CMS, Semrush and Ahrefs drive keyword and topic research, and Google Search Console tracks how the content performs once it ranks.
Why it matters: organic content and SEO are the cheapest top-of-funnel lemlist owns. Both compound over time and neither carries a cost-per-lead that rises with volume, which is a large part of how they feed 30,000 signups a month without a matching ad budget.
2. Outbound
lemlist runs its own outbound on lemlist, the all-in-one multi-channel platform that combines cold calling, LinkedIn DMs, email, LinkedIn voice notes, and waterfall enrichment in one sequence. Using your own product at scale is the tightest feedback loop a SaaS can have.
The data feeding those sequences comes from a stack of specialists. Clay handles advanced sourcing and enrichment, Apollo covers lead sourcing, and Crunchbase, BuiltWith, and People Data Labs supply funding data, technology signals, and B2B records. AI sits underneath all of it, with OpenAI, Claude, Mistral AI, and Dust powering research, copy, and personalization at scale.
Deliverability is treated as its own discipline rather than an afterthought. lemwarm keeps inboxes warm and Infraforge supplies the sending infrastructure, so volume goes up without reply rates falling off a cliff.
Why it matters: the platform is only as good as the list you point it at, which is why lemlist spends as much on data and deliverability as on the sending tool itself. If you want to see how clean enrichment looks on your own accounts, you can pull verified emails here, for free:
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3. Product and Data
Behind the marketing sits a data stack that most operators never see. RudderStack collects customer data and dbt Labs transforms it, Holistics turns the result into BI dashboards, BigQuery serves as the warehouse, and Google Cloud handles deployment.
For faster experiments, the team prototypes with Replit and Vercel V0, so an idea can become a working screen in hours instead of a sprint.
Why it matters: a company processing 30,000 signups a month lives or dies on clean data. Getting the warehouse and transformation layer right is what lets every downstream team, from growth to finance, trust the same numbers. When the pipeline that feeds dashboards is solid, a growth experiment and a board deck pull from the same source, and nobody wastes a meeting arguing about whose figure is correct. That reliability is invisible when it works and expensive when it doesn't.
4. Inbound Funnel
Around 30,000 people sign up every month, close to 1,000 a day, and the inbound stack exists to route and convert them. Webflow powers the marketing site, Default handles lead routing so the right signups reach the right motion, and Customer.io runs lifecycle email once someone is in the door.
The analytics layer keeps score. Mixpanel and Google Analytics track product and web behavior, while Hightouch runs reverse ETL to push warehouse data back into the tools where the team takes action.
Why it matters: at a thousand signups a day, small routing and activation gains compound fast. Sending each signup down the right path, and measuring where they drop, is the difference between a leaky funnel and a self-serve engine.
5. Sales and Closing
The sales motion added roughly $12M in new ARR over the last six months, and it runs on a lean set of tools. HubSpot is the CRM and single source of truth, Claap records and summarizes meetings, lemcal handles scheduling, and Hyperline manages contracts, quotes, and invoices.
Why it matters: the closing stack is built so nothing falls between the conversation and the contract. When quoting and billing live next to the CRM, what a rep proposes is what the customer gets charged, and reps spend their time selling instead of chasing paperwork.
6. Partnerships and Attribution
Partnerships are a real channel at lemlist, not a side project. PartnerStack runs the affiliate program, Crossbeam powers partner selling by mapping overlapping accounts with partner companies, and Fibbler tracks LinkedIn ad engagement so paid spend ties back to real interest.
The same layer doubles as an intent engine. Snitcher identifies which companies are visiting the site, and LoneScale watches for job changes that signal a fresh opening at a target account. Together they turn anonymous traffic and quiet moves into named prospects the team can reach while interest is warm.
Why it matters: partner overlaps and buying signals let lemlist reach people who are already leaning in, which is why warm plays outperform a cold list every time. We built a mini tool on the same idea, so you can see which companies are showing intent in your space right now, for free:
Intent Signals Tool
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Quick examples:
7. Finance and Ops
The back office keeps the machine legible. Stripe processes payments, Qonto handles banking, Pennylane runs accounting, and ProfitWell reports on subscription metrics like churn and expansion.
Operations and support round it out. Slack and Notion hold communication and knowledge, n8n automates the workflows that connect everything, and Intercom fields customer conversations at scale.
Why it matters: finance and ops are where a fast-growing SaaS quietly leaks margin. Clean billing, accounting, and automation keep the growth from turning into chaos as the numbers get bigger. ProfitWell surfacing churn early, n8n removing manual handoffs, and Intercom catching problems before they become cancellations all protect revenue that a growth team would otherwise have to replace. At $50M ARR, holding on to the customers you already won is worth as much as landing new ones.
8. What Their Stack Teaches You
Strip away the tool names and a pattern shows up. lemlist runs specialists, not one bloated suite, and it wires them together so data moves from LinkedIn content through enrichment, sequencing, the CRM, and billing without breaking.
The other lesson is that lemlist eats its own cooking. Its own outbound platform sits at the center of its go-to-market, which turns every campaign into product research and every deliverability fix into a feature customers feel.
None of this requires their exact 30-tool list. It requires knowing which job each tool does and making sure the ones you keep pass data to each other. If you want to see how your current stack compares to a connected setup like this, you can run it here:
GTM Report Tool
Which layer of your own stack is doing the least work right now?
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