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Guillaume started lemlist in 2018. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on lemlist?
Before working on lemlist, I had a B2B lead generation agency for scale-ups and SMBs.
I was essentially doing a lot of cold emailing for my clients in order to book qualified meetings. Because we were testing tons of different approaches, we started seeing an increase in the number of meetings booked when adding ultra personalization on images or videos.
> The more time you spend understanding who your customers are and what their main pain is, business will come automatically!
However, all the tools that we were using (Reply, Outreach, Salesloft, Mixmax, etc…) didn’t have such personalization features and it was really time-consuming to do it manually.
Because of all the great results we were having for our clients, I decided to sell my shares in the agency and started building lemlist with my 2 co-founders who are also tech geniuses.
One month after the first lines of codes, we were voted #1 product of the day on Product Hunter which helped us tremendously getting a lot of initial traction!