LGM: strengths and limits
LGM's core strength is multichannel orchestrated from a single UI: LinkedIn (visit, follow, message) + email + Twitter, in a chained sequence with conditional logic. It's elegant, and it beats a patchwork of PhantomBuster + Lemlist.
The limits:
- Pricing — €60/user/month for the Pro plan, €100/user/month for Business. Beyond 5 users, it gets heavy
- LinkedIn dependency — LGM uses your LinkedIn cookie to automate actions. If LinkedIn tightens its rules (and they do, regularly), everything breaks
- No data layer — LGM runs the sequence but doesn't keep your contacts up to date. If the person changed jobs since the export, LGM will spam them anyway
- Email sending is decent but not on par with Smartlead or Instantly when it comes to deliverability
Direct competitors (multichannel sequences)
1. Lemlist — the historical French alternative
Lemlist is the best-known direct competitor, especially in France. Multichannel (email + light LinkedIn), built-in warmup, advanced personalization (dynamic images, videos).
Pricing: €39-99/user/month.
Edge over LGM: native warmup, larger community, richer integrations.
Downside: less advanced LinkedIn automation than LGM.
See our Lemlist alternatives guide.
2. Smartlead — the email specialist with inbox rotation
Smartlead became the standard in 2024-2025 for teams that want email volume with top-tier deliverability. No native LinkedIn, but multi-inbox + unlimited warmup.
Pricing: $39-94/month (caps by leads, not by user).
Best for: outbound teams that want to send 1k+ emails/day without burning their primary domain's deliverability.
3. Apollo Sequences — the integrated option if you already have Apollo
If your team uses Apollo for sourcing, the included Sequences module is enough for 80% of use cases. Multichannel email + LinkedIn tasks (manual).
Pricing: included in Apollo Pro/Organization plans.
Best for: teams that want a consolidated stack and accept a less polished UI than Lemlist/LGM.
4. Instantly — the low-cost option that scales
Instantly exploded in 2024-2025 in the "cheap email volume" segment. Heavily used by agencies and solopreneurs.
Pricing: $37-97/month (per account, not per user).
Best for: cold email agencies, lead gen freelancers, bootstrapped founders.
The often forgotten link: data freshness
All these tools — LGM, Lemlist, Smartlead, Apollo Sequences — share one blind spot: they run the sequence on the data you give them, and re-verify nothing. If you launch a campaign 4 months after the export, 10-15% of contacts have changed jobs or emails. No one tells you. Bounces hit, your domain takes the heat.
Ovalead is that missing link. It's not a competitor to LGM — it's the step that should come right before LGM in your stack. You run your list through Ovalead 24h before launching the campaign, get back updated records, and only then load them into LGM/Lemlist/Smartlead.
The recommended 2026 stack
For a 1-10 SDR team, the stack with the best ROI is typically:
| Step | Tool | Monthly cost |
|---|---|---|
| Sourcing | Apollo / Sales Navigator | €50-150 |
| Maintenance / freshness | Ovalead | €49-149 |
| Sending / sequences | Smartlead or Lemlist | €40-100 |
| Total stack | — | €140-400 |
Compared to LGM Business at €100/user × 5 users = €500/month, the hybrid stack is cheaper, more modular, and each tool does its job better than the integrated solution.
When LGM still makes sense
LGM is still an excellent choice if:
- You're a small team (1-3 users) that wants everything in one UI
- Native multichannel email + LinkedIn is a non-negotiable must-have
- You prospect in France with a very "human-driven" approach (low volumes, high personalization)
Conclusion
LGM is a good tool, but per-user pricing and LinkedIn dependency make it fragile for many teams. A modular Apollo + Ovalead + Smartlead stack covers the same needs, more modular and more sustainable.
The real question isn't "what to replace LGM with," but "how to avoid sending sequences to contacts who no longer exist." That's what Ovalead solves, regardless of the downstream sequencing tool.