About Sora
Sora is a Paris-based B2B marketplace for office subletting. Their model connects companies with unused office space (hosts) with companies looking for flexible workspace (guests). With a team of around 20, Sora was rebuilding its commercial infrastructure from scratch at the time of engagement - replacing HubSpot with Attio and structuring its outbound motion for the first time.
The Challenge
Sora had recently migrated from HubSpot to Attio and was in the middle of building its first structured outbound engine. The commercial team - two supply-focused sales and one on the demand side - was operating with no shared process and no connected tooling.
Three problems needed solving:
Fragmented sourcing process: Each sales rep was building their own lead lists from Sales Navigator, exporting to CSV, manually importing into Attio to check for duplicates, re-exporting, enriching via a separate tool, re-importing with enriched data, then finally uploading to Lemlist. Five manual steps for every 300 contacts.
No enrichment or scoring logic: The team had no automated way to qualify leads at scale. ICP definition existed in rough workshop notes but had never been translated into a Clay-ready scoring framework.
Lemlist disconnected from Attio: Campaign activity (emails sent, LinkedIn messages, replies) was not syncing back to Attio. The team had no outbound visibility in the CRM and no way to track what was working.
The objective: turn Attio into the operational hub for the entire outbound cycle - from sourcing to campaign activation to reply tracking.
Our Approach
Novlini delivered the project over one engagement, with discovery, architecture, and build structured around Sora's specific sales workflow.
Discovery and Process Mapping
We audited the existing Attio workspace and mapped the full current process - from Sales Navigator scraping to Lemlist campaign execution. The audit revealed the five-step manual loop and identified Attio's role as a passive passthrough rather than an active engine. We designed the target architecture before touching any configuration.
Clay Enrichment Pipeline
We built the full TAM sourcing and enrichment workflow in Clay. ICP definition formalized across two dimensions: company (scale-ups, locataires with potential unused desks, propriétaires) and persona (office managers, CFOs, DGs, facility managers). Intent signals identified: companies with recent headcount decline on LinkedIn, posts mentioning available office space, LinkedIn activity around workspace needs.
Clay workflows configured to: source leads from Sales Navigator via API, deduplicate against existing Attio records, enrich contacts with emails and - selectively for Tier 1 targets - phone numbers, classify personas via LLM, score against ICP criteria, and push clean qualified leads directly into Attio. The manual CSV loop was eliminated entirely.
Email Infrastructure (ZapMail)
We configured ZapMail to provision multiple sending domains per sales rep - three mailboxes per domain, 20 cold emails per mailbox per day - giving each sales the capacity to contact 120+ new prospects per month without touching the primary sora.space domain. Domains warmed up, SPF/DKIM/DMARC configured. Email forwarding rules set up to route replies back to Attio without polluting the workspace with Lemwarm traffic.
Attio to Lemlist Integration
Campaign activation built directly from Attio: a Campaign dropdown on each People record triggers routing to the corresponding Lemlist sequence via N8N. No more manual exports. Sales select a campaign, the contact is enrolled, and all subsequent activity (emails sent, LinkedIn touchpoints, replies) syncs back to Attio automatically.
Outbound Views and Reporting
Attio views configured for the supply team: outbound funnel by rep, contacts by campaign status, reply tracking. The team can see in one place which prospects are active, which have replied, and which need follow-up.
Technology Stack
Attio - CRM, outbound funnel, campaign activation (source of truth)
Clay - TAM sourcing, ICP scoring, automated enrichment
Lemlist - outbound sequencing (email + LinkedIn)
ZapMail - email infrastructure (sending domains, warm-up)
N8N - automation layer (Clay to Attio, Attio to Lemlist, status sync)
The Results
Sora went from a five-step manual sourcing process and a disconnected outbound stack to a fully automated pipeline with Attio at the center.
Manual CSV loop eliminated - Clay sources, deduplicates, enriches, and pushes leads to Attio automatically
Email infrastructure live - ZapMail domains configured, warmed, and ready to scale
Campaign activation from Attio - one dropdown, contact enrolled in Lemlist, no export needed
Full outbound activity visible in Attio - emails, LinkedIn, replies all synced back
ICP operationalized - scoring logic built in Clay, ready to run at scale each month
Why It Matters
Sora's challenge is common in marketplace businesses: the sales team needs to do both outbound prospecting and full-cycle selling, but the tooling forces them to spend half their time on data logistics instead of conversations. The fix isn't adding more tools - it's connecting the ones that already exist so the manual steps disappear.
For any early-stage marketplace or B2B company with a small sales team that needs to run structured outbound without a dedicated ops person, this is the infrastructure that makes it work.
"Novlini team were great! Helped us automate our outbound efforts with a smart architecture and workflows, amazing documentation, and overall through a lovely collaboration."
Luka Lazic - Sora ★★★★★