Can I tell you something that feels a little vulnerable?
I hate the word "leads."
There. I said it. In the world of sales and marketing, that's almost heresy. But hear me out.
When we call people "leads," we reduce them to something we can collect, sort, and process. They're not leads. They're Sarah, who just launched her design agency and is terrified about cash flow. They're Marcus, who left a stable job to start a consultancy and wakes up at 3 AM wondering if he made a mistake. They're people with stories, fears, hopes, and businesses they're trying to grow.
I built Suplex because I kept watching people forget this fundamental truth. I saw tools that treated contacts like entries in a database. Features designed to "nurture leads" that actually just annoyed humans. Dashboards celebrating "leads generated" without any mention of relationships formed.
Early in my career, I got a call from a "lead" I'd emailed months before. I didn't recognize the name. When I pulled up my notes, I saw I'd sent him a template email and marked him as "not interested" after he didn't reply.
Turns out, he'd been going through a divorce. His business was barely surviving. He wasn't "not interested"—he was fighting for his life and didn't have bandwidth to respond to strangers.
We talked for an hour. I couldn't help him then, but we stayed in touch. Two years later, he became my biggest client. Because I treated him like a person, not a lead.
That's why Suplex works the way it does. It doesn't just find contacts—it helps you understand them. It researches their businesses, their challenges, their recent wins. So when you reach out, you're not pitching to a "lead." You're offering something valuable to a fellow human being.
The AI in Suplex is trained to write emails that respect this reality. Not generic templates. Not sales-y scripts. Messages that acknowledge the person on the other end has a full life, limited time, and a spam folder full of people who forgot they're human.
I know this sounds soft for a business tool. But here's the thing: the hardest-nosed salespeople I know all agree on this. The best deals come from genuine relationships. The best clients stick around because they trust you. And trust is built one human interaction at a time.
Suplex helps you scale those interactions without losing the humanity. You can reach 200 people in a day, and every single one of them should feel like you wrote that email just for them. Because in a way, you did. You cared enough to understand them before you reached out.
So yeah, I hate the word "leads." But I love the people behind them. And I built a tool that treats them that way.
Here's to remembering the humans,