How Kwiks Used Topo Opening New Country Markets

The Problem

Kwiks was at a pivotal moment. The Morocco-based HR tech company had just begun expanding into France, and with only 20 people on the team, every lead counted. Their investors were clear: prove outbound ROI, and prove it fast.

“We weren’t starting from zero,” explains Amine Khayatei, CEO & Founder at Kwiks FRC. “We had sequences running and SDRs active. But we knew we could be doing a lot better—we wanted to push further and get more out of our outbound.”

Open rates were soft. Reply rates were inconsistent. And the gap between email campaigns and SDR follow-up made it hard to create meaningful momentum. Their Lemlist sequences showed potential, but scaling quality outreach across two markets (France and Morocco) without burning time or leads? That was the real challenge.

“We had sequences running on Lemlist and SDRs doing outreach, but we weren’t getting the response rates we wanted,” says Amine Khayatei, CEO and Founder at Kwiks FRC. “We were targeting the right personas, but the results weren’t matching the effort.”

The Solution

Campaign and ICP Restructuring

Topo and Kwiks worked together to sharpen targeting and messaging based on real-world buying behaviors:

• Segmented ICPs for France and Morocco, reflecting different market maturity and HR tooling trends

• Adjusted messaging to highlight Kwiks’ core feature set: AI Noor for pre-qualification, automated mission generation, reporting, and the HR marketplace

• Used intent signals such as HR job postings, engagement with content, and event participation (VivaTech, Gitex) to define outreach timing

Micro-Campaigns Across Channels

Outbound campaigns were structured into small, controlled experiments:

• Built micro-campaigns anchored to events and hiring signals

• Aligned email and LinkedIn outreach sequences, ensuring consistent tone and timing

• Ran systematic A/B tests on subject lines and openers to identify what worked per market

Campaigns also included reactivation of prior audiences—followers, likers, and older lists—to create new entry points for conversation.

SDR Alignment and Activation

SDRs worked from lead lists filtered by intent and timing. Each contact came with context: what they did, why they were a match, and what message they had already seen.

• LinkedIn agents created warm-up visibility before SDR calls

• SDRs joined scheduled sessions focused on leads surfaced by the campaigns

• Messaging was tailored to match the feature interest or event trigger identified in the targeting

The Results

• 57 qualified replies

• Campaigns with significantly higher open and reply rates than previous Lemlist benchmarks

• Pipeline generated with target accounts, including Crédit du Maroc

• A consistent monthly process: automated reporting, campaign reviews, and A/B test iteration

• Clear learnings on what worked: urgency-based and event-tied angles outperformed generic HR messaging, and low performers were quickly removed from rotation