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How LAB Group generated over $1M+ in pipeline with 11x
"11x has helped me do all my tasks without being swamped by load. If I was to try and do that manually, I wouldn't be able to get nearly as much done."
"In a world without 11x, there would be a lot of lag. A lot of the same unproductive work including scripting bland emails that don't get responses. The backlog would mean the work that actually matters gets pushed. 11x freed up my time to focus on the higher-value tasks, without the manual overhead."
"11x has helped me do all my tasks without being swamped by load. If I was to try and do that manually, I wouldn't be able to get nearly as much done."
"In a world without 11x, there would be a lot of lag. A lot of the same unproductive work including scripting bland emails that don't get responses. The backlog would mean the work that actually matters gets pushed. 11x freed up my time to focus on the higher-value tasks, without the manual overhead."
“11x has been the framework for everything we do across GTM. Their platform has rapidly evolved with the needs of our business, while being simple enough for our SDRs to scale outreach from day one.”
LAB Group is the Australian compliance platform handling identity verification, KYC, and AML checks for financial institutions. The company recently expanded into professional services, including accountants, lawyers, and real estate agents, a market reshaped by Australia's new AUSTRAC reforms. LAB Group is the platform these firms need to comply.
LAB Group's market was gearing up to expand more in eighteen months than it had in the previous decade. Australia's AUSTRAC reforms are rolling out in two phases: the first covers existing regulated entities like banks, wealth managers, and crypto firms, with a deadline of March 2026. The second extends the same compliance obligations to accountants, lawyers, and real estate agents for the first time, an estimated 70,000 to 90,000 newly regulated businesses, with a deadline of July 2026. Industry shorthand calls these Tranche 1 and Tranche 2. LAB Group is the platform both groups need to comply.
Before 11x, LAB Group's outbound ran on Salesforce, Pardot, and the manual effort of a small SDR team. Volume was capped by what the team could realistically send and follow up on, and the messaging suffered for it. Mass BCC sends were the fallback, producing bouncebacks instead of pipeline. Event lists piled up faster than the team could action them, and by the time follow-ups went out manually, the leads were already cold.
"We had a conference earlier and it took us about three days to reach out to our leads properly manually. With 11x, it would've been done overnight and got more responses than we actually did."
A once-in-a-decade window where thousands of newly regulated firms would be choosing a compliance platform for the first time, two distinct deadlines, two distinct buyer cohorts, and a market where being early mattered more than being polished.
A small SDR motion couldn't cover that surface area alone. The team needed leverage.
LAB Group brought in 11x with Alice as the outbound execution layer. Nick Boudrie, LAB Group's CEO, sets the strategic direction, defines ICPs, and signs off on the Knowledge Base. William Ross runs the campaigns day to day. Alice runs the work in the background.
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Multi-thread campaigns running in parallel.
- Cold and re-engagement on existing regulated entities ahead of the March deadline.
- Vertical-split campaigns on the newly regulated cohorts ahead of July.
- Event-driven follow-up.
- Closed-Lost reactivation.
- Competitor displacement on accounts already on rival KYC platforms.
All running at once, with a small SDR team.
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A senior-team swarm layered on top.
Larger accounts get touched from multiple angles at multiple seniority levels in the same week. William handles email outreach from the SDR seat. LAB Group’s partnerships team runs outreach to C-level contacts at the same accounts. The Salesforce integration handles exclusion logic in the background, so existing customers, active opportunities, and accounts already in conversation don't get re-contacted by a parallel campaign.
Thought leadership, not templated pitches.
Rather than running product pitches, LAB Group uses Alice to drip regulatory insights tailored to each ICP, fresh blog posts and partnership announcements layered into sequences as new proof points emerge. The company shows up as the helpful expert, not the vendor.
In six months on 11x, LAB Group built $1.15M+ in 11x-influenced pipeline across 8 sourced opportunities, enriched ~10,000 contacts in Salesforce, and verified ~7,500 emails, all while superpowering their SDR team to focus on higher-leverage activities. Senior-team outreach added another ~230 connections at C-level and decision-maker accounts the initial SDR motion wasn't built to reach.
The highest-performing motion, a campaign targeting accountants ahead of the Tranche 2 deadline, has become the template the team is replicating across lawyers, real estate, and platform aggregators. Event follow-up that used to take three days is now shipping overnight.
The win for LAB Group is the coverage they couldn't have built any other way, during the most important market expansion in their company’s history. Strategy stays human, execution scales.
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