How Lemlist Spent $60K on B2B Micro-Influencers

1. Start with your own network for influencer discovery. Lemlist began by manually identifying influencers from their existing partners and clients. This wasn’t just convenient; it ensured relevance and trust from the jump. When you tap into your own ecosystem, you find people who already resonate with your brand’s niche and values. The takeaway is simple: don’t rely solely on influencer databases—they often miss the mark. Start local, start known. 2. Train algorithms to find lookalike influencers. Lemlist used LinkedIn’s content feed to find influencers similar to their initial network. By engaging with content from their known influencers, the algorithm started pushing more creators with similar styles and audiences. Lemlist also ran outreach campaigns targeting creators followed by their existing influencers. This method efficiently expanded their influencer pool without blindly chasing big follower counts. If you want to scale this, focus on algorithmic discovery paired with human curation. 3. Prioritize micro-influencers with engagement, not just followers. The sweet spot for Lemlist was influencers with around 10,000 followers who consistently produced content with a clear point of view. More importantly, these creators sparked qualitative conversations in the comments. It’s not about the size of the audience but how engaged and relevant it is. Lemlist’s Domi put it bluntly: “Most of our influencers have, like, around ten k followers. At the maximum, we are working with some big ones that have, like, hundred, you know, but, like, underdog sales or content these the new sales and and so on.” The takeaway here is to look past vanity metrics and dig into audience quality. 4. Work with influencers motivated to grow alongside your brand. Micro-influencers are hungry—they want to build their own brands too. Lemlist found that these creators were more authentic partners because their success was tied to yours. This mutual motivation makes the campaigns feel less transactional and more collaborative. If you’re investing budget, find influencers who are genuinely invested in your brand story and want to grow with you. It changes the dynamic from sponsor to teammate. "Influencers, we wanted to test it out because, we thought first that we always say, At Lemlist wanna have a marketing that's not, like, boring to boring... Most of our influencers have, like, a run ten k followers. At the maximum, we are working with some big ones that have, like, hundred, you know, but, like, underdog sales or content these the new sales and and so on... Basically, we did it... I think it was pretty manual, but we would start with, or own network, and that means like partners clients, clients are a good sweet spot to start with... And then, you know, like you just train the algorithm to basically surpass lookalike influencers because, like, you interact more with those con... With their content, and so then linkedin would just push more content lookalike, also another platforms... And also, we were running outreach campaigns, targeting the creators that are existing influencers would follow themselves."