Michel Lieben 🧠 Advocates for Integrated GTM Strategy Beyond Cold Email

In a recent LinkedIn post, Michel Lieben 🧠 discusses a significant shift in his company ColdIQ’s go-to-market (GTM) strategy, moving from a primary focus on outbound agency work to a more integrated approach that leverages multiple channels, notably including LinkedIn content and advertising.

Lieben 🧠 highlights the evolution of ColdIQ, which began as an outbound agency and still derives a substantial portion of its business from it. However, the company’s internal GTM experiments led them to explore and integrate other channels such as Google Ads, Meta Ads, SEO, YouTube, Quora, Reddit, niche communities, and newsletter sponsorships. The most impactful addition, according to Lieben 🧠, has been LinkedIn content and ads.

“By adding LinkedIn content to the mix, we built one of the most powerful distribution engines in the GTM niche.”

He quantifies the success of this integrated approach on LinkedIn, reporting impressive metrics for ColdIQ: “30M impressions. 2500+ B2B meetings. 250,000+ followers gained. $4,000,000+ in deals influenced.” Lieben 🧠 further explains that this content engine also bolstered the effectiveness of their cold emails by building significant social proof, even without altering the email campaigns themselves.

Rethinking the GTM Offering

The success on LinkedIn prompted Lieben 🧠 to re-evaluate the company’s service model. He recounts realizing that their proven content, when amplified through paid channels, could drive even more meetings. This led to a crucial question about their service delivery:

“We’re killing it at 3 B2B channels… So why are we delivering just 1?”

This introspection led Lieben 🧠 to question the traditional, often siloed, approach to GTM. He posits that for a GTM leader in B2B Tech with a $20,000 monthly budget, advising a sole reliance on cold emails would be insufficient. Instead, he advocates for a synchronized engine combining outbound efforts with LinkedIn content and advertising.

Expanding Services Based on Proven Success

Based on these internal successes and a belief in the integrated model, ColdIQ began quietly offering this combined strategy to clients. Lieben 🧠 notes that the results became too compelling to ignore.

Client Success Stories

He points to the success of organizations like AirOps as evidence, stating that they “closed >$1M via our ABM engine & went from $2M to $15M just this year.” This track record has led ColdIQ to formally offer this comprehensive GTM solution, targeting B2B Tech, AI SaaS, and other B2B Tech companies.

“I’d tell them to run a GTM engine that syncs Outbound, with LinkedIn Content & LinkedIn Ads.”

Lieben 🧠 concludes by suggesting that this integrated approach is not only effective for ColdIQ but also a scalable and powerful solution for other companies facing similar GTM challenges. He encourages those interested to review a video detailing the operational mechanics or to schedule a call with his team.