Axel Kaletka ☕

Fondateur du Café du market', la communauté des marketeurs B2B | Podcast & Newsletter

Entre et installe-toi, bienvenue au Café du market' ☕️

Quand on est le premier marketeur d'une entreprise ou qu'on accède à de nouvelles responsabilités de head of, CMO... on se sent parfois perdu et isolé sur son poste.

Mais tu n'as pas à d'être seul, d'autres sont passés par là !

Le Café du market, c'est la communauté réservée aux marketeurs B2B. Partage des conseils techniques, demande et reçois du feedback sur tes idées et échange autour des dernières tendances marketing du moment !

Devenir membre te donnera accès à :

- Un espace d'échanges entre marketeurs B2B
- Un centre de ressources exceptionnelles
- Des événements live exclusifs

Rejoins-nous et donne un coup d'accélérateur à ta carrière !

Et si tu veux progresser en marketing B2B, découvre :

☕ Mon podcast, Le café du market' : https://podcast.ausha.co/le-cafe-du-market

☕ Ma newsletter hebdo, Marketing recipes : https://marketingrecipes.substack.com/

Inbound Marketing B2B

✅ Identification et compréhension de votre client idéal (ICP)
✅ Définition des messages et de la stratégie adaptée pour les délivrer
✅ Définition et planification de la stratégie de contenus (blog, livres blancs, webinars, cas clients, emailing et newsletter, etc.)
✅ Génération de leads et lead nurturing
✅ Mise en place d'outils de marketing automation
✅ Identification et mise en place des KPIs pertinents pour votre activité

GTM AI & Lead Generation Expert for B2B | I help founders, sales & growth teams build scalable GTM systems and find the right leads

Hey there! Welcome here 👋🏽

As a freelance, I help B2B founders and GTM teams turn lead generation into a predictable, scalable revenue engine.

No fluff. Just systems, automation, and results.

Most B2B teams struggle with inconsistent pipelines, poor lead quality, and tools that don’t talk to each other.

I help fix that by designing and implementing end-to-end GTM architectures:
- Lead sourcing based on intent signals
- Automated outbound and inbound workflows
- CRM, data, and sales stack setup (Clay, n8n, HubSpot, LinkedIn, outreach tools)
- Sequences, copy, and infrastructure that actually convert

I’ve supported 200+ founders and B2B companies, from startups to large organisations, always on growth, lead generation, and automation topics. 
Among them: PhantomBuster, Socium, Wecandoo, Axa, Bouygues, and others, helping them structure their GTM efforts and drive revenue.

Key skills: GTM Architecture & Strategy, B2B Lead Generation & Outbound, Sales & Marketing Automation, CRM & RevOps (HubSpot), AI for Sales & Marketing.

If you want to generate better leads and build a GTM system that scales, feel free to reach out via LinkedIn DM or contact me directly.

nathan@nathanguillaumin.com

Nathan Guillaumin

This funnel powers fast-growing businesses.

And it only works if all 4 stages are active 👇

1️⃣ Awareness
Get discovered by people and AI

This is where demand starts.
Founder-led content, SEO, AEO, paid reach.

If people (or AI) can’t find you, nothing else matters.

2️⃣ Consideration
Educate and build trust

Your audience is aware, now they’re evaluating.
Educational content, comparisons, communities, retargeting.

This is where trust is built and preference is formed.

3️⃣ Intent
Capture buying signals

Pricing pages. Alternatives. Demos. Tools.

This is where curiosity turns into intent.
Make it easy for ready buyers to raise their hand.

4️⃣ Conversion
Turn intent into revenue

Landing pages, emails, follow-ups, sales touchpoints.

Remove friction. Address objections. Personalise the experience.
This is where marketing meets revenue.

Here’s the truth:
This funnel isn’t linear.
And it’s not a magic wand.

If AI (and people) can’t find you at stage 1,
the rest never activates.

That’s the game in 2026.

Don't forget to save the post for later and follow me Nathan Guillaumin

Planning your GTM for 2026? 
Good. But you should read this. 👇🏼

Most teams keep adding software: 
- another scraper 
- another AI tool 
- another outbound platform 

But GTM doesn’t live inside a single tool. 
It lives in the connections between them. 

Here’s how we think about a modern GTM system:

1️⃣ Signals & monitoring 
You can’t win if you only react. 
Early signals (intent, activity, changes) are the starting point. 

2️⃣ Sourcing 
Lists should be dynamic, not frozen in time. 
Good sourcing means you can refresh, expand, and adapt constantly. 

3️⃣ Enrichment 
This is the invisible failure point. 
If data quality breaks here, everything downstream suffers. 

4️⃣ Orchestration 
One logic layer. One flow of truth. 
This is where GTM becomes a system instead of a mess. 

5️⃣ Messaging 
Templates don’t scale relevance. Context does. 
AI works best when fed with real signals and real data. 

6️⃣ Sequencing 
Multichannel isn’t "email + LinkedIn". 
It’s coordination, timing, and consistency across channels. 

7️⃣ CRM 
Your CRM shouldn’t guess what happened. 
It should reflect reality. 

The real shift: Tools don’t scale GTM. Systems do. 

Before adding a new tool, ask one question: 
How does this connect to what we already have?
___

For weekly content on GTM and Lead Gen, follow me Nathan Guillaumin

Last week, a founder told me he wasn’t getting results with outreach.

So I checked his setup.

- Good ICP.
- Clean lists.
- Solid tooling.
- Decent copy.

Nothing was “wrong.”

Except one thing.

He was reaching out with no reason to.
No trigger.
No timing.
No signal.

Just names in a spreadsheet.

So I asked him:
“Why this person, and why now?”

Silence.

That’s the problem with most outbound in 2026.

It’s not bad.
It’s just random.

The best teams I see don’t start with a list.

They start with a signal:
→ A new hire
→ A job change
→ A website visit
→ A LinkedIn post
→ A funding round
→ A tech stack shift

A signal gives you context.
And context gives you relevance.
This relevance gets replies.

Cold outreach isn’t about writing better messages.
It’s about having a reason to send one.

If you can’t answer “why now?”
You probably shouldn’t hit send.

Follow me Nathan Guillaumin for weekly content on lead gen, marketing and GTM strategies

90% of B2B teams are still failing with outbound in 2026.

Here’s the 3-step system that consistently delivers results:

1) Start reading signals.
Your future customers are already telling you when they’re open to a conversation.
You just need to listen.

That means paying attention to:
- Who interacts with your content
- Who checks your LinkedIn profile
- Who visits key pages on your website
- Who downloads, compares, or revisits
- What your CRM already knows but no one uses

2) Turn signals into priorities
Not every signal deserves an email.
Not every account deserves the same effort.

I'm using AI to combine:
- ICP fit
- Recency
- Signal strength

Some accounts are ready.
Some are warming up.
Some just need to keep seeing you.

Treating them the same is the fastest way to burn pipeline.

3. Activate with the right strategy
Tier 1 → deep, human, 1:1 engagement
Tier 2 → short, contextual outbound that reacts to signals
Tier 3 → content and visibility until timing flips

That’s the system.

If you’re done with cold outbound that feels cold, this is the direction to take.

---
Follow me Nathan Guillaumin for more content on outbound and B2B lead gen

Claude 4.6 just DESTROYED LinkedIn outreach.

Here’s how I generated 100 leads on autopilot last week.

Just kidding.
Total bullshit.

In the past few days, we’ve seen dozens of posts claiming Claude killed lead gen agencies.

Because apparently it now:
→ Writes perfectly personalized messages
→ Handles objections like a top 1% closer
→ Qualifies prospects than your SDR
→ Books 5 meetings a day
→ Adapts tone in real time

Sounds beautiful.

But here’s the truth:
- No AI model has ever closed a deal because it “felt the vibe.”
- No prospect ever said yes because the syntax was optimized.
- No one booked a call because the commas were persuasive.

What actually works in lead gen?
- Timing
- Relevance
- Clear positioning
- Genuine human connection

The boring stuff.
The unscalable stuff.

AI is fantastic at scaling what’s already solid.

But it won’t fix weak targeting.
It won’t fix a bad offer.
It won’t fix poor positioning.

If your fundamentals are weak, it just helps you fail faster at scale.

So no, Claude 4.6 didn’t destroy LinkedIn outreach.

It just made good operators more efficient.

Everyone else still has to learn how to sell.

I don’t believe in cold outreach anymore.

At least, not the way most people still do it.

→ Scrape thousands of leads based on job title & geography
→ Send weak, generic copy
→ Push a call or a demo way too early

If this is still your playbook, I’ll be honest:
in 2026, it won’t get you results.

People are overloaded.
Decision-makers are trained to ignore bad outreach.
And tools alone won’t save poor strategy.

Here’s how I recommend approaching outreach today:
→  Understand your TAM (not just "job title + country")
→ Build smaller, smarter lead lists and track intent & signals
(tools like Trigify.io, Clay or Cargo  are your best friends here)
→ Optimize your LinkedIn profile & content to educate before you pitch
→ Craft messages that earn attention and feel human, not automated
→ Prioritize warm over cold outreach whenever possible

Outreach still works.

But only when it feels less like prospecting,
and more like starting the right conversations.

Curious how others are adapting their outbound in 2026?

I’ve been doing outbound marketing for years.

And this is one of the most common things I hear from founders:
“Let’s do cold outbound. We just need to send messages to our ICP.”

This usually comes right after a quick chat about tools and automation.

And that’s when I’m reminded of something important:
Outbound is often perceived as a shortcut.

Press a button → send automated messages → get leads.

And that’s what outbound looks like from the outside.

But when you actually run outbound seriously, you know the reality:
Outbound is not about sending messages.

Outbound is about:
→ Defining the right ICP and personas
→ Understanding real pains and buying context
→ Clarifying your value propositions
→ Writing and sequencing messages properly
→ Using signals and buying intents
→ Orchestrating everything inside a GTM motion

Automation is the visible part.
Strategy is the invisible one.

Most outbound fails not because “cold outreach doesn’t work”,
but because teams jump straight to execution.

Outbound isn’t a tool problem.
It’s a thinking problem.

In 2026, AI-powered teams won’t send more messages.

They’ll send fewer at the perfect moment.

But here’s what most GTM motions still look like:
- Static lists.
- Generic sequences.
- Spray-and-pray outreach.

The 2026 AI-Powered GTM looks different:
1. Define a sharp ICP based on real revenue data
2. Map your TAM with enrichment & segmentation
3. Prioritize buying triggers, not job titles
4. Build a real-time signal engine
5. Personalize outreach using AI + context
6. Orchestrate multi-channel plays
7. Use AI as an SDR copilot
8. Continuously optimize the model

The shift is simple:
From volume to precision.
From manual to automated.
From static to signal-driven.

AI won’t replace sales teams.

But sales teams using AI will replace those who don’t.

A lot of teams think growth starts with leads.

So they push harder:
- More outbound
- More gated content
- More forms, more pressure

Because the pipeline needs to move.

But here’s the part that gets ignored:
Most of your market isn’t buying right now.

They’re learning. Comparing. Prioritising other problems.

That’s where things break.

Lead Generation is about efficiency.
You convert existing intent into opportunities.

Demand Generation is about timing.
You show up early, consistently, before intent exists.

One captures interest.
The other creates it.

When you only run lead gen, you’re fishing in a half-empty pond.
When you only run demand gen, revenue stays abstract.

The teams that win don’t debate the two.
They connect them.

Demand gen builds familiarity.
Lead gen monetises it.

Same funnel. Different jobs.

If your leads are getting harder to generate,
it’s probably not a volume problem.

It’s a demand problem.

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Axel Kaletka ☕

Nathan Guillaumin

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The Battle

Axel Kaletka ☕

Nathan Guillaumin

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Nathan Guillaumin's LinkedIn Performance

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