How Kodiak Hub Generated 5M+ SEK in Pipeline with LGM
Kodiak Hub is a Stockholm-based, Supplier Relationship Management (SRM) platform backed by Oxx and Blq Invest, having raised over $11 million to date. Global procurement and sourcing teams at companies like Spotify, Northvolt, and Cloetta use it to unify supplier data, monitor risk, and improve supplier performance across complex supply chains.
As Kodiak Hub built out a more rigorous outbound motion, their go-to-market and RevOps team needed a platform that could support a multichannel approach and work with an API-heavy stack.
Choosing La Growth Machine
When Kodiak Hub set out to formalize outbound, two SDRs were already running LinkedIn campaigns across the UK, DACH, and Sweden. The team worked from a tightly defined ICP, with target accounts allocated per rep so nobody prospected the same company twice.
Every rep sourced their own leads in ZoomInfo and LinkedIn Sales Navigator, then moved them into the CRM and into campaigns by hand, but Kodiak Hub wanted to move beyond single-channel outreach.
"We decided to move towards a more omni-channel approach to outbound and LGM gave us the flexibility to do that. We chose LGM because, like Kodiak, LGM is based in the EU, offered a flexible plan, and the platform was incredibly easy to get up and running, easily integrating to our existing GTM tools.”
— Jamie Anderson, Head of RevOps
Getting started on La Growth Machine
Their LGM Client Partner, Ugne Pfeiffer, ran the team through setup directly. She helped configured safe LinkedIn action limits on each identity, showed the team how to cut audiences down to around 200 leads so copy could stay specific, walked through deduplication so two reps never landed in the same inbox, and set up Inbox Rotation across multiple sending domains to protect deliverability as volume grew.
She also sent over a copywriting framework built around analyzing an ICP's actual problems, and stayed on hand to review live campaigns and flag where messaging could be tightened.
Adoption started small, with a couple of SDRs running LinkedIn campaigns on LGM. As the outbound motion grew more structured, AEs and directors were brought on too.
How the team uses it today
Kodiak Hub's first big shift was moving targeting out of individual reps' hands. So Jamie and Jack, GTM Engineer, re-built the process: each segment is built and enriched in Clay, where the outreach message is drafted against the lead's own data.
Lead and message then land in La Growth Machine together, the message arriving as a Custom Message attached to that lead, and audiences fill on a schedule rather than in one batch so every identity stays comfortably inside safe LinkedIn limits without anyone tracking it manually. From there La Growth Machine runs the sequence.
“We sell to procurement and they don't really like being sold to. So we had to do something else besides just asking for a bunch of meetings all the time.”
— Jack Butzu, GTM Engineer
Because the copy sits at the lead level, the team can rewrite and test an angle without rebuilding the audience or sequence. What goes out stays deliberately low-pressure: a real trigger, an operational tension Kodiak Hub sees in that buyer's world, then a light question rather than a meeting request.
"Our whole sales team is connected to LGM and almost every rep has run campaigns themselves. We've also increasingly used LGM as the sequencing layer for automated campaigns, combining it with AI and agentic prospecting tools to run outreach on behalf of reps."
— Jack Butzu, GTM Engineer
Kodiak Hub's RevOps and GTM Engineering teams also use La Growth Machine's API and webhooks to pull reply data out of LGM and connect it to the rest of their stack: HubSpot, Clay, and Slack, cutting out a meaningful amount of manual work each week.
Results
Outbound at Kodiak Hub has gone from something two SDRs ran to a measurable revenue channel for the whole sales organization. The team is now fielding more live LinkedIn conversations than they were before.
"LGM has contributed as a conversion channel for multiple of our closed won deals YTD and has helped generate 5M+ SEK in pipeline. Beyond the direct revenue impact, the flexibility of LGM’s API has saved our RevOps and GTM Engineering teams a significant amount of time. We’re able to analyse replies and integrate LGM directly into our wider GTM tools, including HubSpot, Clay, and custom Slack integrations we’ve built."
— Jamie Anderson, Head of RevOps
Looking forward
Kodiak Hub continues to build outward from La Growth Machine's API, deepening the reporting layer around reply analysis and conversation sentiment, with their client partners Ugne and Vincent still involved as new use cases come up.
