Carlota Araque

Customer Enablement @lemlist

B2B Outbound Sales Expert - Account Executive (lemlist, lemwarm, lemcal, Taplio, TweetHunter)

We're all about helping sales and marketing teams connect with prospects using multiple channels in a personalized way that actually get replies

I am the Customer Success Lead at Twain.ai, helping demand generation teams at B2B scale ups use deep research and clear messaging to drive real pipeline.

Previously I co founded and led FueltoFly, where I helped build and run outbound sales motions for founders and revenue teams. That work taught me how important ICP discipline, good data, and clear communication are for growth.

I like hard problems, high standards, and teams that want to improve every week. My focus now is making sure Twain customers see value fast, stay successful over the long term, and have their feedback reflected in how we build.

Christo Burger

I still remember the first time I saw Twain in action.
It was one of those rare moments where you immediately feel: “Ok… this changes what’s possible.”

A long way from the Saturdays I used to spend clearing the client copy backlog from the week before.

I’ve been lucky to share that moment with customers over the last two months. 

Next week we’re bringing it to a bigger room with our Deep Research for GTM webinar.

On January 21st, we’ll build a real end-to-end GTM workflow live using CRM context, enrichments, and deep research. We’ll also premiere our biggest deep research update in 6 months.

If you lead GTM, Demand Gen, Growth, or RevOps at a startup or scale-up and care about workflow quality, you’ll get a lot out of this.

👉 What GTM workflow would you want us to build live?

PS: Photo from shortly after that first “aha” moment (circa 2024).

I left 30°C days in Cape Town and landed in -10°C Berlin.
Not for the scenery,

but because the kind of GTM we are building is shaped in real conversation, not in Slack threads.

One of our goals was to finalise the agenda for our upcoming Deep Research webinar. On the surface, that sounds tactical. But aligning on what actually deserves to be shown live takes real thought.

What signal actually matters?
What insight is just noise?
What would make someone stop and say, “This feels like it was written for me”?

These are the kinds of questions you cannot always answer async.

Most of 2025 was spent working alone, but being in Berlin really showed me how much better ideas flow when you're working in person.

As we wrap up the final flow for Wednesday, I would love input from GTM leaders: 

What workflows would you find most valuable to see us build live? 

Warm/signal based outbound, post-event follow-up, inbound routing with enrichment, or anything else?

Looking forward to building together on Wednesday 🙂

After 6 years in GTM (and now leading the CS function at Twain), there's a pattern I keep seeing at B2B growth teams.

The funnel grows, but the messaging doesn’t keep up. Teams struggle both with sharp ideas and with turning them into clean, repeatable workflows.

That’s what we’ve been working on with customers:

🧠 Using deep research to ground every 1:1 message in verified, contextual facts
🔗 Reducing friction between CRM, enrichment, and execution
🔁 Turning this into repeatable GTM plays instead of one-off experiments

Think about following up after a webinar or campaign. You want more than a list of names. You want to know who just changed roles, who is hiring for their team, or who has an active project that your product can actually help with.

You want enough context to write something that actually feels 1:1 instead of like a generic sequence.

In our upcoming webinar, we will walk through how teams use HubSpot → Clay → Twain to get to that level of context and share our biggest deep research update in six months.

If you lead GTM and Demand Generation and care about workflow quality and message accuracy, you can request access via the link in the comments (manual approvals). 🎯

🚀 Major upgrade to Twain x Clay integration just dropped.

If you’re running multi-signal outbound campaigns in Clay and using Twain for messaging, this will make your workflow run smoother.

✅  Streamlined lead syncing from Clay to Twain

No more uploading sample leads to get started. Select Clay as your lead source in Twain, and we’ll handle the rest. Once enrichment runs in Clay, leads are automatically populated and stored in Twain, making it easier to manage sequences and make edits to your campaigns.

✅ Full support for custom variables from Clay

Twain now recognizes and uses all your custom variables.  That means your variables like G2 signals, pricing page visits, or other signals are automatically added to your message frameworks.

✅ Smarter campaign generation with less manual work

By mapping variables and persona details directly from your Clay table, Twain can now auto-generate tailored frameworks faster. You essentially get a running start on high-context, multi-signal messaging.

Shoutout to the Clay team for the collaboration and making this possible!

🎥 Bonus: Mo recorded a full 24-minute walkthrough showing how to go from raw signals to finished messaging.

DM me if you'd like the link :)

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Carlota Araque

Christo Burger

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taplio

The Battle

Carlota Araque

Christo Burger

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);}Christo Burger's LinkedIn Performance

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