Suplex wasn't born in a boardroom. It was born in the trenches—after spending years doing manual outreach the hard way. Here's why we built what we built.
I was running sales at a B2B SaaS company. We had a great product. Happy customers. A market that needed what we sold. But our outbound? A disaster.
Every morning, I'd watch my team of six SDRs spend the first three hours of their day doing the same thing: opening LinkedIn, hunting for emails, copying company info into spreadsheets, trying to find something—anything—personal to mention in their outreach.
THE MATH DIDN'T WORK
My best rep—a guy named Marcus who could actually sell—spent 60% of his time not selling. He was researching. He was personalizing. He was doing everything except the one thing that actually made money: talking to prospects.
And the worst part? After all that work, the emails still sucked. Because when you're writing 40 personalized emails a day, personalization becomes a mad lib:
"Hi {{first_name}}, I noticed you're the {{job_title}} at {{company}}. I'd love to learn about your {{generic_pain_point}} challenges..."
Prospects saw right through it. Our "personalized" emails got the same response as obvious templates: silence.
Bought lists from Apollo, ZoomInfo, Lusha. 30% of the emails bounced. Phone numbers were mostly gatekeepers. Data was stale and expensive.
Hired a team overseas to do the research. They found emails, but the context was wrong. "Personalized" emails mentioned the wrong products, wrong initiatives, wrong everything.
Tried the "personalization at scale" tools. They were just mail merge with extra steps. {{FirstName}} and {{Company}} doesn't fool anyone anymore.
Threw bodies at the problem. More SDRs. More researchers. More overhead. Lower margins. Same fundamental problem: manual work doesn't scale.
The best emails my team sent—the ones that actually got replies—had something in common. They mentioned something specific and recent about the prospect's company.
Examples of emails that worked:
These weren't template variables. This was real research. And it took 15-20 minutes per email to find that intel.
So I asked: What if AI could do that research in seconds?
I quit my job. Found a technical co-founder who'd felt the same pain. And we spent 18 months building what we wished we'd had.
Upload a name. Get complete contact data, company info, and professional background—instantly.
AI scans thousands of news sources for company updates, funding, hires, and announcements.
Not mail merge. Real AI that writes unique emails based on actual research about each lead.
The first version was rough. But even in beta, our test customers saw 3x reply rates. One founder—Marcus, my old top rep who'd quit to start his own company—closed $200K in new business in his first month using Suplex.
He told me something I'll never forget:
"This is what I was trying to do manually, but you built a machine that does it perfectly, instantly, and at scale. I feel like I have a team of 100 researchers working for me."
— Marcus, early Suplex user
Two years later, Suplex has helped 800+ companies transform their outreach. But we're still just getting started. Every day, we hear from customers who went from struggling to scaling.
We believe great salespeople should spend their time selling—not researching. We believe every prospect deserves personalized outreach—not templated spam. We believe AI should amplify human creativity, not replace it.
Suplex exists to make sales teams more human by handling the inhuman work.
We built Suplex for sales teams who refuse to settle for spray-and-pray. If that sounds like you, let's talk.
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