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The Tech Stack Behind Our $7M Funnel
This funnel booked 1,400+ meetings and added $4M+ ARR in 2025.
We drove 329,000+ unique visits to our website this year through five channels: automated outbound, LinkedIn publications, LinkedIn Ads, Google Ads, and SEO.
Here’s the complete breakdown of how we turn traffic into revenue across four stages.
1. Lead Generation
Traffic comes from both outbound and inbound motions running in parallel. Neither works as well alone. Outbound creates immediate pipeline. Inbound compounds over time.
Outbound Motion
Clay handles data sourcing alongside Openmart and LinkedIn. We pull from multiple sources because no single database has complete coverage of our ICP.
For enrichment, we run a waterfall across Clay, Prospeo.io, Wiza, and FullEnrich. When one provider comes up empty, the next one in the sequence takes over. This maximizes coverage on contact data without manual work.
Sales engagement is powered by Instantly.ai for cold email, lemlist for multichannel sequences, and Expandi for LinkedIn automation. Each platform handles a specific channel rather than trying to do everything.
For intent signals, Clay aggregates buying triggers while Common Room and Teamfluence track social engagement and website activity. Knowing when someone is actively researching solutions changes outreach from interruption to relevance.
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Inbound Motion
SEO is driven by AirOps for content workflows and Ahrefs for keyword research and competitive analysis. We focus on bottom-of-funnel keywords where search intent signals buying readiness.
Paid distribution is handled by Fibbler for attribution and LinkedIn for targeting. LinkedIn’s audience targeting lets us reach specific job titles at specific companies with specific content.
Content production stays consistent using Taplio for LinkedIn scheduling, Scripe for ideation, and Notion for editorial planning. The system runs whether we’re busy or not.
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2. Lead Capture
Driving traffic is useless without conversion mechanisms. We use four.
Lead magnets
Content guides and mini tools capture email addresses. These free resources demonstrate value before asking for anything in return. The mini tools especially convert well because prospects experience our thinking firsthand.
Visitor identification
Most visitors never fill out forms. We identify the companies visiting anyway and route them into outbound sequences.
One-field smart forms
Reducing friction to almost zero increases conversion. Routing happens automatically based on firmographic data enriched in the background.
VSLs
Video explains complex services better than text. Seeing the people behind the company builds trust faster.
Our stack: Lovable and Vercel power the mini tools. Wistia hosts VSLs on Webflow. Instantly.ai and Midbound handle visitor identification.
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3. Lead Management
When leads don’t convert immediately, we run four nurture motions.
Inbound-led outreach
Targets ICP-fit leads that already engaged with our content or tools. These are not cold touches. They downloaded a guide, used a mini tool, or attended a webinar. Outreach references that engagement.
LinkedIn connections
Leads see our organic content passively in their feed. We don’t actively nurture. The content does it automatically.
Email marketing sequences
Behavior-based emails delivered at the right time. Someone who downloaded a Clay guide receives different emails than someone who used the Email Finder.
Newsletter
Keeps us top of mind until leads are ready to buy. Not everyone converts in 30 days. Some take six months. The newsletter maintains the relationship.
Our tools: beehiiv for the newsletter, Customer.io for email automation, Clay with OpenAI and Claude for scoring and segmentation, n8n and Relevance AI for workflow orchestration.
4. Lead Conversion
The final step is closing.
Sales calls run on Google Meet. Attention captures meeting notes automatically so reps focus on the conversation instead of typing.
Attio manages the sales pipeline. All prospect data, deal stages, and interactions live in one place.
Qwilr generates interactive proposals prospects explore rather than skim.
PandaDoc handles digital contracts.
Identify the right decision makers before your calls:
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Persona 1
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5. The Outcome
→ 329,000+ unique website visits
→ 1,400+ meetings booked
→ $4M+ ARR added in 2025
Syncing LinkedIn Ads, LinkedIn content, and outbound at the top of the funnel is what makes everything else work. Volume at the top creates margin for error in the middle.
Get a full GTM breakdown for your company:
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