About Blue Foxes
Blue Foxes is a global social media group founded in 2025 by Paula Layoun and Maxime Horbez. The group operates hundreds of owned channels — including Oh My Goal, Gamology, and Binge Society — reaching millions of people daily across 10+ platforms. Beyond its owned media, Blue Foxes works with brands, agencies, and rights holders to produce and distribute high-performance content.
To scale its B2B commercial activity, Blue Foxes needed a GTM infrastructure that matched the ambition of the business.
The Challenge
Blue Foxes already had Attio, but the workspace had been set up informally. The result: an underused CRM, no outbound system, and a commercial team operating without a shared pipeline.
CRM not fully operational: Deal tracking was inconsistent, with no clear pipeline structure or shared visibility across the team.
No outbound infrastructure: Prospecting was manual, with no enrichment, no sequencing tool, and no way to run campaigns at scale.
No automation between tools: Handoffs between commercial and production teams were done manually.
The objective was clear: rebuild the CRM foundations, then connect them to a full outbound engine — all within a few weeks.
Our Approach
Novlini delivered the project in three phases.
Phase 1 — CRM Foundations (Attio)
We restructured the Attio workspace from the ground up: cleaned the existing data, redefined the object model, and built two deal pipelines - one for New Business and one for Expansion. We connected Attio to Monday via N8N so that every time a deal reaches "Proposal Sent", a production item is automatically created in Monday, eliminating the manual handoff entirely. We also configured automations for client tagging, weighted deal value, activity reminders, and deal value guardrails.
Phase 2 — Enrichment & Lead Scoring (Clay)
We defined Blue Foxes' ICP across two segments — brands, clubs, and rights holders (Tier 1) and agencies (Tier 2) — and built the full sourcing engine in Clay. We scraped strategies.fr and generated lookalikes from existing clients, resulting in 3,500 qualified accounts ready for outbound. For each account qualifying in Attio, a Clay workflow fires automatically: it finds up to 10 relevant contacts per company, enriches emails, normalizes names, classifies personas via AI, and assigns a composite score out of 10. Data coverage went from ~60% to ~90%.
Phase 3 — Outbound Activation (Lemlist)
We configured Lemlist, integrated it bidirectionally with Attio, and helped the team define their first outreach sequences — both copy direction and channel strategy (LinkedIn-first for agencies, email for brands). The team launched their first campaigns within weeks of project start, with contacts enrolled directly from Attio via a single dropdown. All outbound activity syncs back into Attio daily: emails sent, LinkedIn messages, replies, and invitation acceptance statuses updated live.
Technology Stack
Attio — CRM, pipelines, dashboards (source of truth)
Clay — enrichment, contact sourcing, ICP scoring
Lemlist — outbound sequencing (email + LinkedIn)
N8N — automation layer connecting all tools
Monday — production handoff
The Results
In three weeks, Blue Foxes went from a fragmented setup to a fully operational outbound machine, with their first campaigns live, their CRM clean, and their sales and production teams connected through automated workflows.
3,500 qualified accounts sourced and scored, ready for sequencing
Data coverage: 60% → ~90% across all company records
First outbound campaigns launched within weeks of project start, from zero infrastructure
Attio → Monday automation live — no more manual handoff between sales and production
Full pipeline visibility — new business, expansion, and outbound dashboards all in one place
"Novlini has been a great partner for building our CRM workflows and integrations. They have been efficient, responsive, and really adapted to how our business needs. It also helps that they are just great people to work with."
Maxime Horbez, Co-founder — Blue Foxes ★★★★★
Key Metrics
Time-to-live: 3 weeks
Accounts qualified: 3,500+
Data enrichment: 60% → 90%
Why It Matters
Blue Foxes moves fast. Their commercial team needed more than a technical setup. They needed a system they could actually use, and a team that could help them think through targeting, sequencing strategy, and how to prioritize their market. Novlini provided both: the infrastructure and the strategic support to get the first campaigns off the ground.
For any media company, agency, or content-driven business looking to unlock outbound in a few weeks rather than a few months, this is the model.