LinkedIn Content Strategy & Writing Style
CMO @lemlist | Follow for real B2B Marketing insights from the tech trenches
1 person tracking this creator on Viral Brain
Domitille de Saint-Exupéry positions herself as a high-velocity CMO who bridges the gap between radical transparency and tactical execution. Her content strategy centers on "building in public" by deconstructing lemlist’s internal playbooks—ranging from exact budget allocations to custom API integrations for G2 reviews—to prove that modern marketing is a blend of engineering and empathy. She is notable for her contrarian, operator-first perspective, frequently challenging vanity metrics and standard lead-gen playbooks in favor of "unfair advantages" like live human interaction and friction reduction. By intersecting technical product-led growth with brand storytelling, she transforms dry B2B SaaS operations into a compelling narrative of scale, making her a go-to authority for marketers who value "the trenches" over the boardroom.
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Chris Cunningham from ClickUp said he’s killing webinars. Because in one year they generated $47k in revenue vs $180k in cost. But I don’t think webinars should be assessed that way. Yesterday we hos…
My worst performing LinkedIn posts in 2025 got 1K reach. My best got 500K. Here's what I learned. The problem most people face (including me!) You spend hours writing LinkedIn posts. You follow all…
Influence marketing drove ~10% of lemlist revenue in 2025. And we’re doubling down in 2026. Here’s the playbook we’re using. B2B marketing is shifting (again). → Ads cost more and convert less → SEO…
Here's a simple LinkedIn hack that drives 30% more engagement. You know those colorful animated posts announcing someone changed jobs? LinkedIn pushes them hard in the feed. Because LinkedIn is about…
After lemlist acquired Claap, our marketing team took over its growth. Objective: take it from $2M to $10M ARR as fast as possible. Here’s what we started with. 1️⃣ Talk. With. Customers. That’s the…
I shared the full breakdown of our 2025 Marketing budget recently. Hours later, Dave Gerhardt invited me on his podcast to go deeper. It’s now live, and here’s what you’ll get inside: Why we went fro…
1.8 posts/week
Posts / Week
4.4 days
Days Between Posts
3
Total Posts Analyzed
MEDIUM
Posting Frequency
110%
Avg Engagement Rate
STABLE
Performance Trend
420
Avg Length (Words)
HIGH
Depth Level
ADVANCED
Expertise Level
0.86/10
Uniqueness Score
YES
Question Usage
0.4%
Response Rate
Writing style breakdown
<start of post>
Most marketers think attribution is a math problem.
But after auditing our Q1 spend, I realized it’s actually a psychology problem.
Here is why your CRM is lying to you about where your best leads come from.
Last month, we saw a 20% spike in 'Direct' traffic.
On paper, that looks like people just typing our URL.
But when we actually talked to the customers?
The reality was different.
One saw a post from an influencer we sponsor.
Another heard me on a podcast three weeks ago.
A third saw a 'Thought Leader Ad' but didn't click it—they searched us later.
Software can't track trust.
It only tracks clicks.
1️⃣ The 'Dark Social' reality
People don't buy software in a vacuum.
They buy it in Slack groups, WhatsApp chats, and LinkedIn comments.
None of this shows up in your HubSpot dashboard.
If you only invest in what you can track, you only invest in the bottom of the funnel.
And that’s how you hit a growth ceiling.
2️⃣ How we changed our approach
Instead of obsessing over 'Last Click,' we look at 'Self-Reported Attribution.'
How did you first hear about us?
40% of 'Direct' leads mentioned a specific creator.
15% mentioned a webinar we ran months ago.
10% mentioned "word of mouth" from a peer.
Data gives you the 'What.'
Customers give you the 'Why.'
3️⃣ The 'Halo Effect' of Brand
When you run a great campaign, your SEO performance goes up.
Not because you changed your keywords.
But because your brand is now a 'known entity.'
Trust compounds.
But it compounds in ways that spreadsheets hate.
Don't kill a channel just because the ROI looks 'unclear' in your CRM.
If your ICP is hanging out there, and your team is producing real value, the results are happening.
You just have to look under the hood.
PS: We’re hiring a Growth Lead who understands that marketing is both an art and a science.
Link in the comments if you want to build the future of outbound with us.
<end of post>
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