“We spent a lot of time looking at okay who are the people when they join lemlist they never churn. I called it like the magnet persona. The magnet persona is the persona that's going to attract a lot more customers. For us in our space the magnet persona it's really the sales rep, because we're a tool that drives more revenue.”

Find The Magnet Persona Who Never Churns And Aim Everything At Them

After plateauing at $10M ARR, Guillaume identified the cohort that never churned, his magnet persona, and refocused the whole product around them. For lemlist that was sales reps, which then pulled in every company that wanted more revenue and broke the plateau.