CEO @ Modern Outbound | Generating $18M+ in pipeline every month for B2B companies

Cold email alone doesn’t build pipeline. Posting generic blogs on company pages isn’t demand generation.

Most growth teams still treat outbound and marketing as separate worlds. One chases leads. The other builds awareness. Then everyone wonders why neither is driving real pipeline.

At Modern Outbound, we connect those dots.

We help growth teams turn outbound into a demand engine where content, outbound messaging, and paid channels work together instead of operating in silos.

We believe growth happens when:
• Outbound amplifies your content instead of competing with it
• Social and email create consistent touchpoints that warm up prospects before sales ever reaches out
• Intent data and personalization make ABM outreach feel relevant, not random
• Attribution shows what’s driving conversations, not just impressions or clicks

The result: outbound stops feeling like spam, marketing stops feeling disconnected, and the entire growth function starts driving measurable revenue together.

We’re not another SDR agency. We’re an embedded growth partner that builds a cohesive outbound + demand system that scales, converts, and compounds.

Our specialists go deep in:
➡️ Outbound tech and deliverability
➡️ Campaign strategy, signals, and triggers
➡️ Copywriting and creative testing
➡️ Posting strategy and ad management
➡️ Attribution, reporting, and data infrastructure

What happens when outbound and demand gen finally align:
🔥 300+ companies supported, generating hundreds of millions in pipeline
🚀 30%+ of total pipeline sourced through Modern Outbound systems
💰 Bootstrapped to 7+ figures in 3 years by doing exactly what we preach

If you’re leading growth and want to turn outbound into a true demand engine that expands your reach, warms up buyers, and drives measurable pipeline, let’s connect.

Joel Graber

RS Strategic Advisory

Helping DTC founders build their B2B playbook.

Coach + Sales Strategist

〰️ Sell Better Show • How to book more meetings with cold email
https://bit.ly/3yJkis3
〰️ Sell Better Show • How to run multi-stakeholder demos that win more deals
http://bit.ly/3wgYEtH
〰 Sales Showdown: Trick or Treat Edition with Pandadoc
http://bit.ly/45UE0vC
〰️ Sell Better Show • Boosting Sales With Expert Discovery Call Strategies
https://bit.ly/3SVUAHT
〰️ Scott Ingram's Sales Success Podcast • Curiosity, Persistence & 100% Ownership
https://top1fm.com/rachel-shi
〰️ The Millennial Sales Podcast • Tactical Ways To Use Video in Sales
https://bit.ly/3jhcguG
〰️ Vidyard • Blog • Social Selling: How to Connect, Engage & Sell on LinkedIn
www.vidyard.com/blog/social-selling-best-practices
〰️ SalesLabs • Podcast • Everything you need to know about using video for sales
https://bit.ly/48vcVjX
〰️ Vidyard • Blog • The Ultimate Guide to Virtual Selling
www.vidyard.com/blog/ultimate-guide-virtual-selling
〰️ K2 Sales Podcast • Podcast • Unlock the power of video
www.buzzsprout.com/1566959/7459972
〰️ SalesRight (FastSpring) • Blog • Q4 Pricing Strategies from Sales Experts
www.fastspring.com/blog/q4-pricing-strategies
〰️ Adobe • Blog • How video supercharges virtual selling
www.blog.adobe.com/en/publish/2021/03/26/how-video-supercharges-virtual-selling.html
〰️ Sandler Training • Podcast • How to succeed with video selling
www.sandler.com/blog/how-to-succeed-at-video-selling-podcast

Talks:

〰️ Sep 2022 • The State of Employee Advocacy, Speaker, Influitive
〰️ July 2021 • Newcomers in Tech Sales, Speaker, Scale Without Borders
〰️ April 2020 • Pride 2020: Designing For All: Why Accessibility Matters, Moderator, General Assembly ✕ Venture Out
〰️ Feb 2020 • Barriers & Lived Experiences, Moderator, Juno College
〰️ June 2019 • Pride Talks 2019: Celebrating LGBTQ+ Leaders, Panelist, #movethedial
〰️ Nov 2018 • Advocacy in Tech Panel, Moderator, Shopify ✕ Venture Out
〰️ Oct 2018 • Modern Leaders: Managing At Scale, Moderator, Wealthsimple ✕ Women and Color

Speaker & Writer

Ultimate Nutrition

Sales

KINEON INC.

Go To Market Leader Society

Creating distinctive experiences for senior GTM executives and VC/PEs.

GTM Sponsorships

metadata.io

• Top 10% performer 2022, 2023
• Outbound self-sourced 60% of closed won deals. $60-100K average deal size, 3-6 month sales cycle, selling to VP Marketing, Digital, Growth
• Built prospecting playbooks for Social Selling and Video Selling implemented by broader team
• Mentored 2 junior AEs
• 15+ net new logos: Bytedance (TikTok), RingCentral, Wrike, Docebo, Rockwell Automation and more

Strategic Account Executive

Journey

Advisor

Entrepreneur First

1 in 80 out of 10,000 applicants accepted to join EF's global talent investor and startup incubator. Backed by Reid Hoffman, Greylock Partners, Founders Fund, Mosaic Ventures and Lakestar.

My co-founder and I built DealDesk, a peer-learning platform for the future of work which solved the problem of fragmented knowledge in remote-first organizations. Raised $100K in pre-seed funding and secured 6 pilot customers. Wound down the biz due to personal circumstances. To date one of the best learning experiences I've had in my career.

Founder-in-Residence

Vidyard

Went all in on partnerships after building out eA's partner program leading to 80% of my leads going from Outbound to Partner-sourced. Vidyard had made the strategic decision to double down on the Sales ICP on the tailwinds of the pandemic. Hired to build a services moat to make Vidyard the go-to video platform for sellers. Created and launched Vidyard's Sales Trainer Partner Program from 0-1 6 months. Leadership role (player/coach).

Left after landing an opportunity to start my own venture.

• Acquired and activated 63 channel partnerships, ranging from solo consultants and influencers to enterprise training corporations
• Cross-functional role influencing all levels across Sales, Marketing, CX, Product & SLT
• Built case for additional headcount, recruiting, onboarding and managing Partner Manager to support activation and growth of channel
• Sourced, established and managed 3 of largest channel partnerships (Sandler Training, Corporate Visions, RAIN Group)
• Helped implement best in class tech-stack to scale processes (Crossbeam, Partnerstack)
• Drove thoughtleadership on video selling in the B2B sales community. Led to invitations to podcasts, premium features on Enterprise Sales Forum, the Adobe blog, private training sessions, 40+ virtual workshops and webinars on video selling, gaining exposure to 80,000+ salespeople
• Owned the Adobe book of business representing $1.6MM in pipeline and $1.3MM in closed revenue

Senior Manager, Strategic Partnerships

eSSENTIAL Accessibility

1 of first 2 SaaS AEs hired to transition company from unknown professional services firm of 15 to a SaaS model, leading to their $16MM Series A fundraise 8 months later and 4 years later a merger with their top competitor LevelAccess. Learned complex, multi-departmental enterprise sales, closing net new seed deals in a niche industry with F500 companies like Sephora, Whole Foods and Nike. Targeting GCs, CMOs, CTOs and CPOs. This role catapulted my growth.

• #1 AE out of 6 in 2019, 104% to annual quota
• Outbound prospecting and leading complex enterprise sales cycles with C-Level and Senior Executives in Fortune 500 (Product, Digital, Marketing, HR, Legal)
• Spearheaded eA's first Partner Program, individually sourcing, signing, enabling and managing 7 net new strategic channel partnerships, resulting in $200K+ ARR closed revenue and >$30M ARR in TAM with zero Marketing budget. Key partners included PixelMedia, mobileLIVE, One Rockwell, Avantia
• Evaluated and implemented tech stack to improve sales process: Outreach, Vidyard, Discover.org, ZoomInfo, LinkedIn Sales Navigator
• Promoted company at global conferences like Collision and #a11yTO to drive leads
• 20+ net new logos: Sephora, Whole Foods Market, Georgia-Pacific, Coty, Nike, Classpass, DevaCurl, Tatcha, Deckers Brands, LUSH Cosmetics, Toronto Star, The Honest Company, Talkspace, Bowlero, Hint, ResMed, Amplitude.

Venture Out

Led Canada's first and largest tech D&I nonprofit organization, cultivating a community of Toronto's best startups and tech talent.

• Led Sponsorships & Marketing teams of 18+ volunteers
• Recruited and built 2020 team through values-based framework
• Built network of 45+ start ups, corporations and non-profit community partners in Toronto tech community
• Led creative direction of Venture Out 2020 rebrand
• Owned Shopify x Venture Out 2018 event attended by 150+
• Built & grew relationships with strategic sponsors (Shopify, MaRS Discovery District, Wealthsimple, Loopio, Uberflip, Limelight, Security Compass, TWG & many more) developing high impact programming for 2018, 2019 and 2020 conferences attended by 630+

Formerly: Content & Programming Associate (Nov 2017-Mar 2019)

Co-Chair

• GTM consultant for early stage founders. Currently open to Sr AE roles.
• Based in London, lived in Toronto and Costa Rica, originally from Melbourne.
• 8+ years in enterprise b2b sales experienced in startups to F500.
• Creating courses for AEs on how to gain a competitive edge. Author of Win At Your Price with pclub.io. Building yourdreamjob.carrd.co.
• Drawing strange things at rachelshi.substack.com.
• A fan of excellence in every arena.

taplio

The Battle

Joel Graber

Rachel Shi

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