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

Founder & CEO @ Growth Lab. Legal Marketing. SEO. PPC. Sales. Personal Branding. Millennial. Currently launching Built for Brave men’s community. Happiness is a form of courage.

I'm part of a new breed of law firm digital marketing entrepreneurs utilizing technology and people to create the highest value case acquisition strategies for law firms. 

Our attorney clients are interested in scaling up revenue and dominating their local markets. No fluff. No BS. Just qualify client acquisition solutions that can be tracked effortlessly with high ROI.

Currently scaling Growth Lab (Legal Marketing SEO/PPC) from $0 to $10M ARR bootstrapped. Fully remote W2 workforce.

Founder of KyteStrings Digital and Co-Founder of Performance Content Partners.

— 

At my core, I identify as an artist.

I view business as a creative outlet that lets you stack infinite combinations of technology, people, and solutions together to deliver exponential value to our law firm clients.

I’m also passionate and curious about a bunch of stuff.

What I Believe in:

Building Community
Entrepreneurship
Sharing Success
Giving Back
Leadership
Positivity
Courage
Trust

As a lifelong learner, I am obsessed with the systems and tools you can leverage to create highly profitable businesses while also crafting the best versions of ourself.

To discover what we’re called to do. 

To fearlessly pursue our calling without fear of regret.

That’s why I’ve always said and firmly believe that:

Happiness is a form of courage.

So please follow along and join me on my journey of continued creation and discovery. 

I hope my stories have a positive impact.

Will Palmer

I was 22 years old and new to sales. Hated cold-calling. Hated foot-canvassing. It sucked bigtime. 

But I knew those things were a key to my success in the job.

The piece of career advice I got from Nicholas Pirrung has helped me overcome some of my biggest professional challenges:

"Will, the difference between average reps and reps that hit President's Club are the ones that figure out what scares them the most, such as cold calling or foot canvassing, and they go do that over and over again until the fear is gone."

I can't tell you how many times I have repeated this to myself and to others I mentor when things we have to do suck.

So find out what scares you and do it until it no-longer scares you.

Founder, Growth Lab. My team grows law firms. SEO. AI. PPC. LSAs. Websites. Lead Management.

I think the biggest career mistake people make is this: waiting to be chosen. Here’s the best advice I have

Stop waiting. Choose yourself.

That's what I did, so I speak from experience.

I've heard all the excuses. All the reasons why someone can't step outside the box they're in. They're lies.

And listen, I'm not some special exception. Anyone that has had career success will tell you the very same thing.

Their path required moving past fear. Taking risks. 

Believing in themselves MORE than they believed in their excuses.

Here's how "Don't wait to create your own opportunities" played out for me:

High school: 

Loved building websites
My friend's dad paid me $100 in 2003 to build him a site
Built my first "business" 😁

College:

Realized I could create wealth in sales
My compensation not tied to punching a clock
Instead tied to effort. More sales, higher pay
So, I got a job selling ads for The University Daily Kansan

Post-College:

Had my sales resume from college
Got a job at ADP in Buena Park, CA
Sold payroll in the streets of OC
Canvassed business parks, collected cards
Cold-called at banks for hours a day
I was thrown in the fire and survived (barely)

Next professional sales job: 

FindLaw
Sold legal marketing solutions
My tech background + Sales skills = $$$
For nearly 7 years helped grow law firms

Full-time Entrepreneur:

Self-financed a corporate exit in 2020
Started my own digital agency with 2 upwork contractors
Founder-led sales first 2 years
Brought on an incredible partner Chase Spencer
Now we have 25 full time W2 employees
Mentoring other entrepreneurs

--

My point is this. Stop waiting. Go make a bold move. 

If something scares you AND excites you at the same time, pay attention to that feeling!!!

It usually means it's the right direction to take.

If you work for a company with a toxic culture but get fantastic pay and benefits, do you...

1) Tough it out and just be happy with what you have?

2) Jump ship because life is too short?

We have interviewed a lot of great candidates lately. Here's what I know:

In toxic cultures, leadership normalizes being a workaholic and putting results and output above all else.

Poor mental health is normalized. It's simply part of the gig.

As an employee you're either "bought in" or you must not care enough. 

ON THE OTHER HAND

In healthy company cultures, your well-being is encouraged ABOVE ALL ELSE. 

Even above the job you were hired to do.

Quality of life is expected. 

Not just work output.

--

So to all the companies that seem to care about output over their people's well being...

Know this:

We have an amazing team because of your toxic culture. 

I am beyond grateful that the culture we have created at Growth Lab results in people (the right people) knocking on our door to work for us.

This only happens when people inside your org share the BIG secret with their uber talented colleagues: 

Hey, you should check out the company I work for - it's amazing!

We don't take that for granted. Not for one second.

I'm sitting next to this guy on a plane right now, watching him TOIL away at formatting text inside a Powerpoint chart. Do you know HOW badly I want to tell him to just flippin' open Google Sheets and click the "Beautify this slide" button?!

Get basic AI knowledge, people. 

Your value as an employee likely depends on it. 

Like, a lot.

An LLM (like ChatGPT) is not a search engine. It does not:

Crawl the web
Store URLs
Maintain a live index
Remember where content came from

It looks at patterns it learned during training and predicts the most statistically likely next word.

That’s it.

So when people say:

“LLMs prefer long-form content”
“LLMs rank structured data higher”
“LLMs boost sites with X”

That’s misunderstanding how the base model works.

When AI tools answer questions such as: "Who is the best PI lawyer in my city?"

...they are using a separate retrieval system like a search engine API that pulls relevant pages. The LLM just summarizes them.

So if your website shows up in AI answers, it’s NOT because

The LLM “liked” your formatting.
The model “boosted” your schema.
You unlocked some secret AI trick.

It’s actually because

You were indexed.
You ranked or were retrieved.
You were mentioned on authoritative sites.
Your content clearly answered the question.

The biggest misconception in AI SEO is thinking there’s a new hidden algorithm inside the LLM.

There isn’t. There’s search…

And there’s language generation.

If you want to win in AI-driven search:
Be retrievable (traditional SEO)
Be authoritative (brand mentions)
Be clear (user-first content w/o fluff)

Everything else is noise.

If you're trying to keep up with AI's impact on SEO and online marketing, this is for you.

This doc contains the most important AI marketing breakthroughs that occured over the past 90 days.

The ones that matter if you care about staying ahead of the competition. 

Introducing:
The Legal Marketing AI Disruptor Report for Q1, 2026.

In case you didn't know...

The best SEOs on LinkedIn are dropping some incredible data studies tracking changes in AI, search, and online visibility. 

We try to read and learn as fast as we can about stuff.

But here's the problem... it's all moving TOO FAST.

I'm exhausted by the AI cycle of new weekly feature that get released.

The new chat models, agent frameworks, automations to wrap my mind around.

That alone is a full time job.

So my solution is to source the very best AI data studies from the past 90 days and put the findings in laymen's terms.

You know, easy to understand if you're not a tech engineer or living in your parents basement claude-coding 17 hours a day.

This report is for tech-savvy owners who still give a damn to stay ahead.

People like Lily Ray, Darren Shaw, Jono Alderson, Rand Fishkin and companies like Ahrefs, Semrush, Ars Technica, Whitespark, SparkToro, Amsive, Moz, Search Engine Journal, and Screaming Frog.

What is changing in AI and why does it matter? How can firms adapt to stay discoverable? 

Answers are here.

I'm pumped. Volume 1 is live.

So companies can track the shifts in AI search before those shifts cost them growth.

The firms that win over the next 3 years won’t be the ones reacting late.

They’ll be the ones watching the landscape shift in real-time.

Swipe through the carousel.

This is the new scoreboard.

Legal Marketing AI Disruptor Report - Q1 2026

Here's the problem: AI removes friction, but friction used to protect my focus on the right things.

Before AI:
You picked 1–2 important problems
You went deep
You made real progress

Now?
You can touch 6–10 important problems in a single day.
And you convince yourself that’s a win.

But here’s the problem few talk about:
Just because you can do everything… doesn’t mean you should.

And then there’s the second layer…

Trying to keep up with new models, new agents, and the "you're already behind!!!" posts every day on LI.

So now you’re doing two jobs at once:
1. Doing the work
2. Trying to stay relevant in a world changing weekly

I don’t think burnout in the AI era will come from working harder.
I think it’ll come from:

Constant context switching
Chasing everything that’s possible
Losing clarity on what actually matters

The real skill now isn’t “using AI.”
It’s deciding what NOT to do… even when AI makes it easy.

Still figuring this out myself.

Curious... how are you deciding what actually moves the needle vs. what's just... possible?

Found this under the couch last night. Figured someone needed to read it this morning. Have a great week y'all.

The new AI/SEO landscape can be summed up in a single word:

Consensus. 

AI engines don't "browse" the web like humans. They scrape and compress the surface of the web into a composite understanding of the world.

Or, of your law firm/brand/business/etc

The model weighs, compares, and reinforces fragments of information that align with a broader, corroborated understanding.

Here's what I mean:

It's no longer getting your website to rank for a keyword.

AI goes out and gathers a holistic understanding of a topic - mostly what OTHER people or publishers say about it.

So when marketers talk about things like:
Brand mentions
Earned media
Reddit and forum posts
Social mentions
Directories
And, of course, website pages

That's because all of these components matter if you want your business to be the answer AI gives.

Consensus among all the sources that what AI provides as an answer is the best.

For example, a model might be prompted to find the best personal injury lawyer who understands how much a car accident case might be worth in terms of compensation if someone was rear-ended by a distracted truck driver. 

The answer AI gives is based specifically on the consensus of reviewer commentary from trusted third-party sources (among the things mentioned above).

This means that when AI performs bounded evaluations, it actively seeks out the common themes and agreements found in authoritative human-written content

Content authority? How is that achieved?

The formula that works: 

Emotional story first, verifiable data to support it. The 'vibes' of your content (I know, it's wild) earn you attention. The facts earn you credibility. Neither alone is sufficient.

Back to consensus.

Whoever handles your marketing in 2026 needs to be aware of this concept.

Not just aware of it, but deeply understand it.

What we're seeing in SEO / AEO / GEO is the intersection of data, expert consensus, and real-world pattern recognition. 

It's no longer just a keyword prediction.

You can't "rank" in ChatGPT. That's not how this works.

Even when users type the same question verbatim, large language models generate varied outputs. 

In fact, if 100 people ask the same exact thing in an AI LLM, you get the same answer < 1% of the time.

Which means:

There is no fixed position.
There is no guaranteed visibility.
There is only likelihood.

The real metric is:

What percentage of AI-generated answers include your company in the consideration set.

Welcome to probabilistic SEO.

Cofounder @ Morning Brew, Tenex, and storyarb

Sometimes I yearn for the simple, naive life. 

The one where you’re perfectly unaware of the tidal wave that sits at the doorstep of society thx to AI.

Perfectly peaceful.

taplio

The Battle

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The Battle

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