Lieben says a Claude Code campaign was built in 27 minutes
The clock started after a 10,000+ lead TAM and an ICP matrix were already built.
Michel Lieben says Louis, one of the GTM engineers on his team, dictated three sentences to Claude Code and 27 minutes later had a full cold email campaign sitting in Instantly, with a verified list and the copy written. The only thing left, per Lieben, was reviewing it.
The caveat is in his own post. Louis had already mapped a 10,000+ lead total addressable market and built an ICP matrix before that clock started. So the 27 minutes measures assembly, not targeting. The part that decides whether a campaign lands, deciding who is on the list and why they would care, happened before the agent was opened.
What the agent is actually calling
This is the earlier ColdIQ setup filled in. Lieben says Claude Code can already call most GTM tools directly, but you still need to know which provider to call for which job, and you still end up holding 8 to 12 API keys to do it. His pitch is one key in front of 40+ providers, with each step routed to whichever provider does that job best.
He gives the routes. The list comes from whichever B2B database fits the ICP, with Apollo and Prospeo both sitting behind the key. Emails run through a waterfall of seven finders, and his numbers there are the useful ones for anyone building lists. One provider alone covers around 40% of a list. The waterfall gets past 80%. Buying intent comes from PredictLeads plus one or two other signal APIs. The sequencer stays where it is, and the campaign gets pushed into Instantly through its API.
One provider alone covers around 40% of a list, the waterfall gets past 80%
Lieben says the routing decisions come from testing 3,000+ tools on real campaigns across 275+ B2B companies.
Why he is posting this now
The post is the setup for a live session with Instantly on Wednesday. Lieben says that in July the company split, his co-founder kept the agency, and he kept ColdIQ to turn it into the layer that makes running GTM from a coding agent work. Instantly's own post puts ColdIQ at $7M a year in under three years with no funding.
For people sending, treat the 27 minutes as a claim about build speed from the person selling the build layer, and note that no reply rate or send volume is attached to it. The coverage numbers, 40% from a single email finder against past 80% from a seven step waterfall, are the part you can test on your own list this week.