Michel Lieben 🧠 Details the Tech Stack Powering a $6.5M+ ARR Agency

In a recent LinkedIn post, Michel Lieben 🧠 offers a comprehensive look into the extensive technology stack that underpins his agency, which boasts over $6.5 million in Annual Recurring Revenue (ARR). Lieben details the specific tools used across various departments, from content creation and lead generation to sales operations and internal communications, providing a transparent view of his company’s operational infrastructure.

Content Generation and Lead Acquisition

Content, particularly on LinkedIn, is highlighted as a significant driver of leads for Lieben’s agency, generating over 200 leads monthly. This is attributed to the combined reach of his personal account (62,000+ followers) and his team members’ accounts (a combined 250,000+ followers). For content ideation and planning, Lieben utilizes tools like Taplio and Scripe, along with Notion for calendar management. His video content efforts are also detailed, noting the use of a Sony FX30 for recording, Tella for screen and audio capture, and vidIQ for inspiration from popular YouTube videos.

Furthermore, the agency drives approximately 100,000 website visitors per quarter, with one-third originating from SEO and Large Language Models (LLMs). Webflow is used for hosting their blog, while Ahrefs supports keyword research. Lieben also mentions the use of AirOps for AI Search Optimization and building programmatic pages at scale. The agency maintains a newsletter list of around 10,000 subscribers, with regular list cleaning ensuring open rates above 40%. They employ beehiiv for sending 3-5 weekly emails.

“LinkedIn drives us 200+ leads every month.”

Outbound, Ads, and Go-To-Market Strategies

Lieben’s agency provides Outbound and Go-To-Market (GTM) services to over 70 B2B clients. He acknowledges that their outbound stack is often more extensive than necessary, as they frequently adapt to client-specific tool requirements. For data sourcing and enrichment, the agency leverages a suite of tools including Clay, FullEnrich, Prospeo.io, Wiza, LeadMagic, Exa, Openmart, LinkedIn, Apollo, DiscoLike, Common Room, Midbound, and Trigify.io. Intent data is gathered using tools like Clay, Common Room, Midbound, and Teamfluence™.

Sales engagement is managed through lemlist for multi-channel outreach, Instantly.ai for email campaigns, and Expandi for LinkedIn outreach. The agency allocates approximately €30,000 for advertising across LinkedIn, Meta, Google, and YouTube. Clay is used for building Account-Based Marketing (ABM) lists, Usermaven for attribution and analytics, and Fibbler to track engagement from target accounts.

“Our outbound stack has way more tools than needed, since we adapt to clients’ stack & requirements.”

Agency Operations and Internal Systems

With a team of over 33 full-time employees and around 10 fractional freelancers, internal operations are managed using Notion for project management and documentation, Supabase for internal database infrastructure, and Airtable as a source of truth. Internal communication relies on Slack and Loom for asynchronous messaging, Google Meet for video conferencing, and a physical office space at Norrsken Barcelona. For internal AI needs, they utilize leading models such as Gemini, OpenAI, and Claude, aggregated through OpenRouter.Inc.

Inbound Funnel and Sales Process

The agency books approximately 120 qualified B2B meetings, tracking traffic and leads via Google Analytics and UserMaven. Webflow and Wistia are used for site and video sales letter (VSL) hosting. Customer.io is employed for lead re-engagement. Lieben also notes the creation of mini-tools as lead magnets for email capture, hosted on Vercel and prototyped with Lovable.

In terms of sales, the agency closed over $832,800 in new ARR last month and collected an additional $60,000 for its educational program. The sales technology stack includes Attio for CRM, Qwilr for proposals, and Attention and Fireflies for meeting recordings and insights. Payment processing is handled by Ramp, Stripe for subscriptions, and Mercury/Revolut for business accounts.

“We closed +$832,800 in new ARR last month.”

Lieben concludes his post by inviting recommendations for additional tools to enhance their tech stack, underscoring a commitment to continuous improvement and optimization within their rapidly growing agency.