AudienceLed

The new way to go-to-market is WITH your market. We help B2B startups and scaleups win over their market through creative comarketing with influential creators, buyers, customers, and partners.

GTM Strategist

ModernGTM

Consultancy and media arm that helps B2B SaaS companies modernize their go to market strategy through buyer first practices. Using 10+ years in sales and marketing to help companies create revenue engines that match how buyers want to buy in B2B.

Founder

Navattic

Navattic enables go-to-market teams to create no-code, interactive product demos that engage prospects early and reveal buyer intent through real-time insights. Their mission is to make buying easier by putting the product experience front and center, helping customers understand value faster and accelerating the path to purchase.

Advisor

Aligned

Aligned is a customer collaboration platform that helps revenue teams manage deal and post-sales complexity. A Digital Sales Room & Client Room that helps win and onboard clients 45% faster.

Instead of juggling email threads, links, attachments & tools, buyers have all decision-supporting materials in a single workspace. Reps better enable champions to sell internally, access 68% more stakeholders, maintain control with Mutual Action Plans, and track "behind-the-scenes" buying signals.

Director of Content, Community & Partnerships

The Wishly Group

The Wishly Group is the #1 talent agency for B2B tech creators. Wishly currently represents 17 B2B tech creators and has runs over $100,000 in monthly retainer campaigns for its creators and companies.

Check out https://www.wishlygroup.ca/ for more

Chili Piper

Top Revenue Teams run on Chili. Chili Piper helps b2b revenue teams double inbound conversion. Through advanced scheduling and routing🌶creates better buying experiences that lead to decreased sales cycles and accelerate revenue.

Strategic Sales & Head of Evangelism

Head of Dark Social & Evangelism

Chili Piper is the leading inbound conversion software, used by top B2B revenue teams like Intuit, Twilio, Spotify, and Gong.

We’re on a journey to build the best company to work for and to work with while trying to make the world a better place. Our team is distributed around more than 160 cities and 35 countries around the world. Join the movement!

Senior Manager Field Marketing & Community

Field Marketing Manager

Chili Piper is the most advanced routing and scheduling software for B2B revenue teams. 
We solve interesting problems, live and breathe our core value of “help,” and have a ton of fun doing it while fully distributed around the world — powered by espresso and hot sauce.

Account Executive

Slaying poor inbound scheduling processes like my name was Jon Snow.

Part of our Apr 1, 2021 Press Release April Fools Day Prank where we all were able to change our titles

King of the North Piper

Revenue Era

Revenue Era is a private, invite only community that serves marketing teams that are obsessed with driving revenue. Join the top marketers specializing in Demand Generation, Field & Events, ABM and Growth.

The time when marketing was just asked to "make things pretty & drive leads" is over. We're ushering in marketing's next generation - Revenue.

Co-Founder

HockeyStack (YC S23)

HockeyStack is a revenue attribution platform for B2B marketing teams. It connects your ads, website, and CRM platforms together, collects all their data, and turns it into visual customer journeys you can analyze. 

These customer journeys can show you which pages people visited, what they did on those pages, which of your ads they've seen, whether they listen to your podcast or not, whether they received the gift you sent them, and a lot more — from the time they found out about your brand to when they became a customer (and beyond).

Content Creator

RevGenius

RevGenius is a group of revenue-generating sales, marketing and RevOps professionals brought together to learn, share, support, and grow with each other.

Currently advising on in-person events for RevGenius, promoting and taking online connections into the real world. Keep an eye out for more in-person events in 2022!

Community Advisor

Opencare.com

Opencare’s vision is to change the way patients and health providers interact. We are helping people prioritize and be proactive about their personal health. Currently, Opencare focuses on the dental industry, matching patients with the top rated 10% of practices in an area making your first appointment easy & effortless.

Dark Social & Evangelism @ Chili Piper | Co-Founder @ Revenue Era | Sales Rep Turned Marketer

I'm a unique breed of B2B marketer, one who's actually carried quota and closed deals.

8 years in SaaS sales + 4 years in marketing = a unique lens on what really drives revenue. While most marketers optimize for vanity metrics, I optimize for buyer behavior. Because I've been on both sides of the table.

My superpower? Combining sales instincts with marketing scale to create GTM strategies that break through the noise.

I help B2B SaaS founders and marketing leaders build Modern GTM strategies that turn prospects into customers and customers into advocates. 
My focus: buyer enablement, ecosystem marketing, and creating revenue engines that scale.

The future of B2B isn't about traditional company focused marketing. It's about collaborating together through partnerships, community, and customer-led growth.

The old playbook is broken. Time to build something better.

DM me to discuss your GTM challenges and jam about the future of GTM!

About 5 years ago I read one of the most interesting marketing examples I've ever come across. Little did I know I'd get to meet the brilliant mind behind it.

The example was about how Lil Nas X 'gamed' the Billboard system to get Old Town Road to #1. From living on his sister's couch to becoming #1 on Billboard Charts and breaking Mariah Carey's 17-week record. It was a masterclass in short viral videos, community building on Twitter, posting lyrics in subreddits, and creating controversy with "is this actually a country song?"

Fast forward to Exit Five's Drive conference. Harry Dry (the genius behind marketingexamples.com) was a keynote speaker.

He shared the simplest, most resonating definition of a good story: 𝗦𝘁𝗼𝗿𝘆 = 𝗖𝗼𝗻𝗳𝗹𝗶𝗰𝘁

We're gripped by wanting to know what happens next when we see conflict arise. Share unresolved tension, then resolve it by the end. It's why clickbait hooks work so well - we want to see 'what happens next.'

Harry delivered what many called one of the best marketing keynotes at Drive. It got to the core of what's missing in marketing: storytelling. How we move people by sharing stories of tension and resolving them.

During Q&A, he said something that stuck with me:
 "In the age of AI, we're losing our conviction. We're relying on too many options and the paradox of choice is watering down our message. We need to get back to having conviction in our own abilities."

I was happy to witness it in person. But the next day brought an even better surprise...

Most of us were catching flights Friday morning. I got recommended an incredible breakfast spot (August First - shoutout Nalani Rodriguez) and discovered a group of attendees + Harry having breakfast. I pulled up a seat. One by one, people left for flights.

Turns out Harry and I were on the same flight. What I thought would be a personal marketing masterclass became one of the realest conversations I've had. There's something about sharing personal struggles with 'strangers' - they don't know your history or put you in boxes like friends and family do. We talked life, parents, relationships. We were so engaged Harry almost missed his flight.

Despite all the marketing knowledge I gained, I left feeling like I'd made a genuine friend. Someone I can talk to about anything (including the beautiful game of footie).

Harry, thanks for sharing your brilliance and for being so genuine and down to earth. Most importantly, thanks for the life advice I'll carry forever: getting back to having conviction in my skills and abilities without watering them down.

♜ Arthur Castillo

Go-to-market WITH your market | Modernizing B2B go-to-market strategy | Founder ModernGTM

Exit Five Drive might be the best marketing conference I've ever attended. Here’s why:

Most conferences follow the same playbook: Big keynotes, surface-level networking, and badge scans. Exit 5 Drive broke every rule.

250 people total. Getting to see people more than once and continue conversations instead of getting lost in a massive conference hall.

The solo effect: 80% came alone. No company cliques, no safety nets, just individual marketers ready to problem-solve together.

Problem-first sessions: Breakouts started with "What are your biggest challenges?"

One CMO shared her challenge: "I have a TAM of 300 accounts with a unique B2B2C motion. We need doctors to understand our product well enough to recommend it to patients."
Five of us dove in, sharing ideas and strategies. She left with experiments to run next week.

Real-time feedback loops: I've been exploring customer-led growth -- getting customers involved earlier in the sales process. Testing this idea with smart marketers in real-time gave me so much validation. Got so passionate sharing stories of how I’ve ‘sold as a customer’ that a Head of Brand overheard and pulled me aside to discuss their customer marketing initiatives.

It's impossible to replicate that in-person energy.
I didn't have high expectations. 
My confidence was a little shaken before this conference. 
But the community energy gave me the conviction to pursue customer-led growth.

I went in uncertain. I left with pages of notes, real connections, and renewed conviction.
This is why I’m a firm believer that bigger isn’t always better ;) 
Sometimes the best insights come from the smallest rooms. 
And its so exciting to see communities like Exit 5 continue to prove this!

What once seemed like every company’s dream has quickly lost steam. Brendan Hufford completely changed my mind about category creation. 

Category creation sounds great… until you realize how tough and expensive it is to execute.

But that’s not even the main problem: it goes against how people actually learn.

In Pre-suasion, Robert Cialdini reveals that our brains work through association. Ideas are the building blocks of thought, connected like a giant web. Touch one part of the web, and other parts shake.

Cialdini calls it the "I link, therefore I think" principle.

Two experiments prove this:

The Crime Report: Changing ONE word shifted readers' solutions entirely.
- Group A read about criminals as "wild beasts" → wanted to cage them 
- Group B read "virus" → wanted to address root causes

The Romance Connection: Women were 2x more likely to say yes to a date when asked in front of a flower shop vs. on the street. One triggered romance; the other, caution.

So what's wrong with category creation?
1. It's hard to associate with something that doesn't exist yet
2. You're offering a solution before agreeing on the problem

This is one of the biggest mistakes in sales/marketing: never pitch a solution before there's an agreed-upon problem.

Brendan's alternative? Content IP.
The key difference: Name the problem, not the solution. 

Take Clari's "revenue leak." People instantly visualize money slipping through cracks in their business. Easy to grasp. 

And once you own the problem, buyers lean in and think: "Got it... so how do you solve it?”

Whats your take? Is there still room for category creation? 
Or should companies focus on Content IP: naming the problem they solve?

Taplio

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