In today's episode, I chat with Eryk Lewandowski, founder of FlowBound and GTM lead at Scalers, about their intent-driven approach to outbound for SaaS companies specializing in LLM SEO and Reddit SEO. 

We explore his shift from crazy personalization to relevancy-focused campaigns that find signals on LinkedIn - scraping likes, comments, and follows on LLM SEO posts to identify prospects genuinely interested in the topic, then inviting them to workshops or sharing lead magnets rather than pushing for sales calls. Eryk shares his multichannel strategy of tiering clients by importance (top-tier STR accounts go to LinkedIn outreach with premium/Sales Navigator for higher acceptance rates, normal tiers go to cold email, unfindable emails get sent via LinkedIn), his surprisingly successful one-sentence barber shop campaign that outperformed a pain-point-heavy "creme de la creme" approach, and why he believes the digital customer journey requires eight touchpoints across three channels with strong CRM follow-up over six months. He recounts his unconventional journey from marketing associate at a web3 company in Finland that failed, getting contacted by that same founder six months later to do marketing for a Shopify SaaS where he taught himself cold email through Instantly tutorials and trial-and-error, launching FlowBound as a solopreneur working with various clients, attending Clay events in Poland (wearing his Woodpecker t-shirt), and joining Scalers three months ago because their LLM SEO vision resonated deeply. Eryk predicts the space will paradoxically get simpler despite more tools emerging - people are triggered by AI personalization now, so short functional campaigns with creativity will win over elaborate Clay tables and fake personalization about what someone ate for dinner. Eryk's advice: focus on relevancy over length, test constantly because there's no one pattern (Poland prefers longer emails, US wants short), keep fundamentals strong, and remember being a good person who helps others creates connections that pay off years later.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards 
(00:23) What FlowBound Does: Solopreneur Project vs Scalers 
(00:35) Scalers Focus: GTM for SaaS, LLM SEO, Reddit SEO 
(01:24) Projects at Scalers: Intent-Driven Outbound 
(01:48) Targeted Small Lists vs Bulk Outbound 
(02:17) Opening Doors, Not Selling: Events and Lead Magnets 
(02:44) Shifting to Softer Approach vs Pushing Meetings 
(03:00) Relevancy Over Crazy Personalization 
(03:25) Copy Length Depends on Client (US Short, Europe Longer) 
(03:50) Avoiding AI-Generated Personalization 
(04:24) Finding Relevancy on LinkedIn: Scraping Likes and Comments 
(04:50) Signals from Following and Engaging with LLM SEO Posts 
(05:10) Inviting Prospects to Workshops Based on Intent 
(05:30) Social-Level Signals vs Website-Level 
(06:03) SaaS Has Huge Internet Presence for Finding Signals 
(06:15) Intent Campaigns + Backend Volume for Larger TAMs 
(06:50) Multichannel Strategy: Email, LinkedIn, Calling, WhatsApp 
(07:26) Tiering Clients: STR Accounts to LinkedIn, Normal to Email 
(08:02) Premium LinkedIn/Sales Navigator for Higher Sending Limits 
(08:25) Waterfall Enrichment in Clay for Missing Emails 
(09:10) Multi-Channel Importance + CRM for Long Sales Cycles 
(09:34) Seven Touches Over Six Months to Close Deals 
(10:04) Google Study: 8 Touchpoints Across 3 Channels to Convert 
(10:50) Journey from Web3 Marketing Associate in Finland 
(11:21) Founder Contacted Him Six Months Later for Shopify SaaS 
(11:45) Learning Cold Email Through Instantly Tutorials 
(12:08) Launching FlowBound as Solopreneur After SaaS Journey 
(12:34) Clay Events in Poland, Wearing Woodpecker T-Shirt 
(12:53) Joining Scalers Three Months Ago for LLM SEO Vision 
(13:14) Skills and Connections from Failed Projects Lead to Opportunities 
(13:37) Being a Good Person Creates Future Opportunities 
(14:27) Future Prediction: Simplicity Will Win Despite More Tools 
(14:50) 2025 Already Crazy with Changes from the Beginning 
(15:02) Functional Flows with Creative Soft Campaigns 
(15:21) People Triggered by AI Personalization Now 
(15:35) Prefer Short Straight-to-Point Over Dinner Personalization 
(16:04) PR Agency Example: "Want Forbes Feature?" No Personalization 
(16:38) Barber Shop One-Sentence Campaign Outperformed Pain Points 
(17:28) No One Pattern for Good Campaigns: Poland vs US Different 
(17:46) Keep Fundamentals Strong, Then Test 
(18:07) Closing and Contact Information

🔗 CONNECT WITH ERYK

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