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The ABM Side of GTM ft. Marijn Kouw
In today's episode, I chat with Marijn, founder at LeadGem (Clay certified agency in Amsterdam), about working with recruitment, manufacturing, and SaaS clients—starting with ICP matrixes to avoid execution disconnect, then running monthly A-B testing experiments with a growth hacking mindset.
We explore his highest-impact campaigns focusing on CRM job change monitoring (reaching people in newly relevant positions) and event-based outreach for manufacturing clients selling to Coca-Cola and Unilever—because high-value plastic packaging deals don't happen from cold emails but from relationships and brand reputation built face-to-face. Mariijn shares his journey working for Dutch growth marketing agencies feeling the work was too broad (creating website pages, LinkedIn ads, Google optimization), discovering Webflow then Clay two years ago with light bulb moments, realizing his strongest positioning is growth marketing background over technical expertise, hiring a Clay expert within months, and focusing on creativity and strategy because vibe coding makes technical skills less differentiating. He predicts Clay positioning as the front end with more tools leveraging it (easier legal approval), more integrations like Hayreach with SmartLead/Instantly, less spam through better targeting (irrelevant messaging is the problem), and ABM approach placing larger financial bets on high-potential leads instead of shotgun spray. Marijn's advice: fundamentals before technical expertise, don't just watch videos and copy—learn by doing, think cross-functional beyond outbound (customer support, marketing, Gong scripts for product dashboarding), and niche down to speak the same language.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:29) What LeadGem Does: Three Core Industries
(01:52) The Process: ICP Matrixes, Monthly A-B Testing
(03:39) Highest-Impact Campaign: CRM Job Change Monitoring
(04:43) Event-Based Outreach for Manufacturing (High-Value Deals Need Face-to-Face)
(07:18) Journey: Growth Marketing Agencies to Webflow to Clay
(08:49) Positioning: Growth Marketing Background Over Technical Expertise
(10:30) Future Prediction: Clay as Front End, More Integrations
(12:35) ABM Making a Comeback (Larger Bets on High-Potential Leads)
(13:27) Advice: Fundamentals Before Technical Expertise
(14:40) Think Cross-Functional Beyond Outbound
(17:14) Closing and Contact Information
🔗 CONNECT WITH MARIJN
👥 LinkedIn
💻 Website
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.
View all episodes
By Saurav GuptaIn today's episode, I chat with Marijn, founder at LeadGem (Clay certified agency in Amsterdam), about working with recruitment, manufacturing, and SaaS clients—starting with ICP matrixes to avoid execution disconnect, then running monthly A-B testing experiments with a growth hacking mindset.
We explore his highest-impact campaigns focusing on CRM job change monitoring (reaching people in newly relevant positions) and event-based outreach for manufacturing clients selling to Coca-Cola and Unilever—because high-value plastic packaging deals don't happen from cold emails but from relationships and brand reputation built face-to-face. Mariijn shares his journey working for Dutch growth marketing agencies feeling the work was too broad (creating website pages, LinkedIn ads, Google optimization), discovering Webflow then Clay two years ago with light bulb moments, realizing his strongest positioning is growth marketing background over technical expertise, hiring a Clay expert within months, and focusing on creativity and strategy because vibe coding makes technical skills less differentiating. He predicts Clay positioning as the front end with more tools leveraging it (easier legal approval), more integrations like Hayreach with SmartLead/Instantly, less spam through better targeting (irrelevant messaging is the problem), and ABM approach placing larger financial bets on high-potential leads instead of shotgun spray. Marijn's advice: fundamentals before technical expertise, don't just watch videos and copy—learn by doing, think cross-functional beyond outbound (customer support, marketing, Gong scripts for product dashboarding), and niche down to speak the same language.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:29) What LeadGem Does: Three Core Industries
(01:52) The Process: ICP Matrixes, Monthly A-B Testing
(03:39) Highest-Impact Campaign: CRM Job Change Monitoring
(04:43) Event-Based Outreach for Manufacturing (High-Value Deals Need Face-to-Face)
(07:18) Journey: Growth Marketing Agencies to Webflow to Clay
(08:49) Positioning: Growth Marketing Background Over Technical Expertise
(10:30) Future Prediction: Clay as Front End, More Integrations
(12:35) ABM Making a Comeback (Larger Bets on High-Potential Leads)
(13:27) Advice: Fundamentals Before Technical Expertise
(14:40) Think Cross-Functional Beyond Outbound
(17:14) Closing and Contact Information
🔗 CONNECT WITH MARIJN
👥 LinkedIn
💻 Website
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.