Who is the client?

Lemonlight is a video production company that helps brands create high quality video content through a fast, simple, and transparent production process.

The company operates as a single production partner for brands that need video at scale, covering strategy, production, and delivery across multiple formats and use cases.

With more than $27M in annual revenue, Lemonlight serves a broad range of companies and relies on outbound as a core driver of pipeline and growth.

How the client met us

Ismael, Head of Marketing at Lemonlight, engaged us to help redesign and scale their go to market motion.

The objective was to significantly increase outbound results while reducing manual work, consolidating tooling, and turning a fragmented setup into a predictable revenue engine.

Context

Lemonlight was already investing heavily in outbound but results were not matching the level of effort or spend. Outbound execution relied on a large number of people and disconnected tools, which made scaling inefficient and difficult to manage.

The team needed a system that treated outbound as an engineering problem, with clear structure, automation, and visibility from execution through to revenue.Lemonlight had already built outbound as a meaningful growth lever and was operating at significant scale, including high lead volume, active SDR coverage, and ongoing investment in tools and execution.

The goal of the engagement was to unlock a step change in output while making the system easier to operate. That meant increasing meetings and pipeline, improving reliability, and creating a single operating model that connected data, sending, reply handling, and CRM tracking.

They needed outbound to run with predictable throughput and clear measurement from activity through to revenue, without adding operational drag as volume increased.

What was the problem?

• Too many humans in the loop
  A team of virtual assistants and SDRs spent a significant amount of time on repetitive manual tasks, slowing execution and increasing cost.
• Chaotic go to market stack
  The outbound stack was fragmented across multiple tools and two different CRMs, which reduced efficiency and created operational complexity.
• Results below expectations
  Despite high sending volume and investment, the number of meetings booked and deals closed was below target.

The approach we took

1. Strategy and ICP analysis

• Reframed outbound as an engineering discipline rather than a marketing campaign
• Defined clear ICP criteria and targeting logic
• Designed the system to support very high sending volume while maintaining control and quality

2. Data enrichment and ABM targeting

• Centralized all lead sourcing and processing through Clay
• Built a multi step enrichment and validation engine including domain verification, normalization, and deduplication
• Synced live blocklists and opt out data from HubSpot to ensure compliance
• Used AI to generate relevant personalization at scale for every outbound message

3. Channel and infrastructure setup

• Built an industrial scale sending infrastructure capable of supporting one million emails per month
• Deployed 4,752 inboxes across 786 domains
• Diversified sending providers across Google, Microsoft, and SMTP
• Implemented strict sending limits, automated warmups, inbox monitoring, and regular domain rotation

4. Structured testing and scaling

• Increased sending volume only after deliverability and reply performance were stable
• Monitored inbox health continuously to protect reputation
• Treated scaling as a controlled process rather than a volume push

5. CRM connection and pipeline tracking

• Automated reply classification using AI to remove manual inbox handling
• Routed positive replies directly into HubSpot with full conversation context
• Automatically created tasks and notifications for SDRs to ensure fast follow up
• Cleaned and deduplicated the existing CRM and migrated all Close CRM data into HubSpot
• Built real time reporting dashboards by campaign, sector, and country

Results:

• Generated 182 meetings in three months
• Created $1.08M in pipeline
• Closed 23 deals
• Produced $101k in new sales
• Reduced total marketing spend by 34%