In a recent LinkedIn post, Michel Lieben 🧠 shares a detailed step-by-step breakdown of the go-to-market (GTM) workflow that has propelled his company, ColdIQ, towards $7 million in Annual Recurring Revenue (ARR) and secured over 70 high-ticket clients. Lieben emphasizes a systematic approach to content creation, paid promotion, lead identification, and multi-channel outreach.
Content-Driven Lead Generation
The foundation of Lieben’s GTM strategy hinges on prolific content publishing, particularly on LinkedIn. He outlines that the ColdIQ team publishes over 250 LinkedIn posts each month. This volume is strategically managed using tools like Taplio to identify high-performing content. Lieben explains the process: “We study the hooks, formats & visuals of these outlier LinkedIn posts. We solve our prospects’ pain points in our content pieces.” The goal is to not only maintain but increase this output, with aspirations to reach over 500 monthly posts across the team.
“We use Taplio to identify posts that outperformed.”
Strategic Paid Promotion and Lead Identification
Complementing organic content efforts, Lieben details a significant investment in paid promotion. The company dedicates over $10,000 monthly to boost their most effective publications via LinkedIn Ads. This paid strategy is highly targeted, focusing on posts that demonstrably generate qualified meetings and resonate with specific Ideal Customer Profiles (ICPs). “We analyze which ICP books from the posts. We boost said post in front of said ICP,” Lieben notes, highlighting a data-driven approach to ad spend.
Beyond direct engagement, Lieben’s workflow includes identifying anonymous website visitors and engaging with individuals who interact with their LinkedIn content but haven’t yet scheduled a call. Tools like Instantly.ai and Midbound are used for website visitor de-anonymization, while Clay captures social activity. This allows the team to proactively reach out to warm leads.
Leveraging Technology for Lead Nurturing and Outreach
The workflow then moves into sophisticated lead nurturing and outreach, heavily integrating AI and automation. Lieben explains how all warm leads are routed to Clay, where proprietary tools and LLMs are employed for segmentation and scoring. “Claygent automates research at scale on our inbound leads. OpenAI prompts segment out leads,” he states.
“We use LLMs to Tier, Segment & Score prospects.”
Following segmentation, the process involves enriching contact information using various tools such as Prospeo.io, LeadMagic, Wiza for emails, and FullEnrich for phone numbers. The final step is a multi-channel outreach campaign. As Michel Lieben 🧠 points out:
“We send DMs, emails & call ‘warm’ prospects. We make our outreach concise & valuable.”
Tools like lemlist and Instantly.ai are utilized for executing these multi-channel outreach sequences. Lieben also mentions Expandi as a viable option for LinkedIn outreach.
Results and Future Outlook
The efficacy of this comprehensive GTM workflow is evident in its results. Lieben reports that this system booked over 1,500 meetings in 2025 and has already closed more than $3 million in ARR. Furthermore, it has been instrumental in the company’s growth to over 35 full-time employees and has helped their clients achieve significant revenue growth and ROI.
In closing, Lieben poses a question to his network, seeking input on potential improvements to reach the $10 million ARR milestone, underscoring a commitment to continuous optimization.
📝 About This Content
This article is based on insights shared by Michel Lieben 🧠 on LinkedIn.
📅 Originally posted on November 13, 2025 | View original post on LinkedIn →