About Equos
Equos is a Paris-based AI startup building a real-time avatar platform. Their API lets product teams integrate AI-powered human-like avatars directly into their applications — avatars that listen, speak, and react live, with lip sync, emotions, and micro-movements. Their target: SaaS companies and developers embedding AI interactions into support, onboarding, training, and immersive experiences.
The Challenge
Equos had already built an outbound engine using Clay and Lemlist - the team was running enriched lead lists and campaigns. The problem: none of it was visible in Attio. The CRM was barely actionable, and during sales calls the team had no way to quickly see the full history of interactions with a prospect. Outbound activity lived in Lemlist. The CRM was disconnected.
The objective: integrate Lemlist and Clay into Attio so every interaction automatically surfaces on the right contact record, in real time.
Our Approach
Novlini delivered the full integration in 3.5 days. The scope was deliberately tight: no overlap with what the client team already managed on the Clay and Lemlist side, and a clean, maintainable architecture that they could operate independently.
Lemlist Status Sync (N8N)
A real-time webhook-triggered workflow: every action in Lemlist (LinkedIn invite sent, email sent, reply received) fires the flow. It routes the action into the right branch, checks whether the contact already exists in Attio, creates or updates the People record with enriched fields, and updates their status in the "Outbound Funnel" list. The result: a live view of every prospect's outbound status, directly in Attio.
Interaction Logging (N8N)
An hourly workflow that pulls all new Lemlist interactions (sent and received) and creates a dedicated record in a custom "Lemlist" object in Attio for each one. Every message, every reply, stored as a structured record linked to the contact.
Consolidated Note per Contact (N8N)
A daily workflow that selects all contacts with recent activity, orders their interactions chronologically (most recent first), and creates or updates a single unified note on each People record in Attio. One note, full history, always up to date.
Sentiment Analysis (Attio automation)
An Attio-native workflow triggered on every new Lemlist reply: the automation reads the reply content, classifies the intent, and tags the record as "Very interested", "Potentially interested", "Neutral", or "Not interested". Sales reps see the signal immediately, without reading every reply manually.
Outbound Dashboard
A reporting dashboard built in Attio giving the team full visibility on outbound activity: messages sent, replies received, status distribution across the Outbound Funnel list.
Technology Stack
Attio — CRM, Outbound Funnel list, custom Lemlist object, sentiment tags, dashboard
Lemlist — outbound sequencing (email + LinkedIn), source of interactions
Clay — lead enrichment and sourcing (managed by client)
N8N — automation layer (3 workflows connecting Lemlist to Attio)
The Results
Equos went from a disconnected CRM to a fully wired outbound system where every prospect interaction surfaces automatically in Attio — in real time or within hours.
Full Lemlist activity visible in Attio — statuses, messages, replies, all synced
Sentiment tagging automated — no manual qualification of replies needed
One consolidated note per contact — full outbound history at a glance during sales calls
Outbound dashboard live — team visibility on pipeline activity without leaving Attio
Zero overlap with existing stack - the client's Clay and Lemlist setup untouched
Why It Matters
Most outbound stacks have the same blind spot: the CRM is the last place to know what happened with a prospect. Reps run campaigns in Lemlist, enrich leads in Clay, and then scramble to find context before a call. Equos fixed this without rebuilding anything — just connecting the tools they already had, cleanly.
For any early-stage team running outbound with Clay and Lemlist and wanting Attio as a real operational hub rather than a contacts database, this is the integration to build.