Michel Lieben 🧠 Details Tech Stack Behind $7M ARR Milestone

In a recent LinkedIn post, Michel Lieben 🧠 offers a comprehensive look at the technology stack powering their business, which recently surpassed $7 million in Annual Recurring Revenue (ARR). The post breaks down the essential tools used across content generation, outbound sales, operations, inbound funnel management, sales, and finance, providing a detailed blueprint of their operational infrastructure.

Content Engine: Driving Leads and Engagement

Michel Lieben 🧠 highlights the critical role of LinkedIn in their lead generation strategy, stating that the platform delivers over 100 leads per month. This success is attributed to a combined team effort, leveraging Michel Lieben 🧠’s personal account with over 67,000 followers and other team members’ accounts which collectively boast over 300,000 followers. For content creation and planning, the team utilizes Taplio for inspiration, Notion for organization, and Scripe for drawing insights from specific creators. Beyond LinkedIn, their YouTube channel has seen significant growth, with 2,200 subscribers from just 15 videos, supported by Tella for video production and vidIQ for discovery.

The company also emphasizes content marketing through articles, publishing two pieces per week and attracting over 100,000 visitors quarterly. A significant portion of this traffic, 30%, is now SEO-driven, facilitated by self-built lead generation mini-tools and programmatic pages. Michel Lieben 🧠 notes the tools used for this, including Claude Code for development and AirOps for programmatic SEO, with Ahrefs supporting keyword research. Their newsletter, boasting around 10,000 active subscribers and impressive 40%+ open rates, is managed through beehiiv.

“We ship 2 articles/week and attract 100,000+ visitors quarterly. 30% now comes from SEO, thanks to free mini-tools we built for lead gen, & programmatic pages we created at scale.”

Outbound System: Fueling Client Services

For their Outbound and Go-To-Market (GTM) services, which cater to over 80 B2B clients, Michel Lieben 🧠 relies heavily on Clay. The platform is instrumental for data enrichment, personalization, prospect research, workflow automation, and signal-based targeting. Claude Code is also employed for list building, email copywriting, and campaign automation. The team further integrates specialized tools for AI agents (Relevance AI, n8n), outreach (Instantly.ai, lemlist, Expandi), lead sources (Prospeo, Apify, Exa, Openmart), contact data acquisition (Wiza, FullEnrich, Prospeo, LeadMagic), and intent/retargeting (PredictLeads, Common Room, Vector 👻, Fibbler, Midbound).

Operations, Inbound, Sales, and Finance Stacks

Michel Lieben 🧠 details the operational backbone supporting a team of 35 full-time employees and approximately 12 fractional freelancers. Internal automations are managed via n8n and Claude Code, while Airtable, Notion, and Supabase serve as the internal database and documentation hubs. Communication flows through Slack and Google Meet, with a mention of their physical office space in Norrsken Barcelona.

The inbound funnel is designed to book around 100 qualified B2B meetings monthly, utilizing tools like Default for lead routing, GA4 and Wistia for analytics and video, and Usermaven for attribution. Website hosting is managed by Webflow and Vercel. For re-engagement, Customer.io handles email marketing, and Kondo is used for LinkedIn DM management.

The sales stack, which recently closed over $1,000,000 in new ARR last month, includes Attio as their CRM, Qwilr for proposals, and Attention for AI-powered meeting notes.

“Our entire outbound engine runs on Clay for: → Enrichment → Personalization → Prospect research → Workflow automation → Signal-based targeting.”

Finally, the billing and finance operations are streamlined with Hyperline for quoting, invoicing, and payment collection for productized offerings. Complementary tools include Ramp for expense management and Stripe, Revolut, and Mercury for broader billing and banking needs.

“We recently crossed $7M ARR. Here’s every tool we use to run our business.”

Michel Lieben 🧠 concludes by inviting suggestions for new tools to explore, indicating a continuous commitment to optimizing their operational efficiency and growth strategies.