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!

I’ve spent the last decade across sales and marketing, working for companies from seed to Series B. When I asked myself where did I feel the most alive in a role, these moments stood out:

 Being in rooms with customers.
 Interviewing operators.
 Running events that created real connection.
 Watching ideas spread through conversations.

Those moments helped me see a thread running through my entire career:

Sales taught me buyer psychology.
Field marketing taught me you could manufacture word of mouth.
Community taught me how to scale relationships.
Partnerships taught me the power of shared audiences.
Customer marketing taught me that the best influencers are often your own power users.

All of this past experience gave me a view of GTM from so many different vantage points. It also began to form my belief in customer led growth.

When I thought about what I wanted next, these things came to mind:
- A company with happy customers
- A product people advocate for
- A leadership team that believes customers should be part of the go to market
- A place where community, events, and advocacy live together

Then I met Storylane

They had power users.
A product that requires great customer storytelling.
A leadership team that sees advocacy and community in a long term way (not something to be measured monthly)
And a shared belief in the power of in person connections. 

It felt like the dream role where I got to combine past experiences, and newer frameworks that I had been working on. 

I am SO excited to share that I am joining Storylane as Head of Community and Customer Marketing.

I will be building this in public.
Sharing experiments.
Documenting my customer led growth playbook.
And showing how customers can become a major part of our growth engine.

Pumped for what we are going to be building!

🌶️Arthur Castillo

Productivity. Sales. Revenue Engines. NFL. Psychology. Gratitude. Chili Piper. 
These happen to be some of my interests

What's going on 👇
Currently, I find myself in my dream role at Chili Piper 🌶 helping companies eliminate friction in the meeting process. 

Chili Piper is the only Inbound Conversion Platform. 

As buyers, we expect to be able to buy on our own time and in an instant.
But companies are still finding this to be a complex task:
💣average B2B response time to respond to leads is 42 hours
💣average response time to digital leads is 17 hours
💣odds of qualifying lead decreases 10x after 1st hour


🏈Outside of work, you can find me trying to win your fantasy football league, cheering on my Carolina Panthers🏈 and ABCing: 💡always.being.curious.💡 

Thanks for checking out my profile, would love to connect!

Community & Customer Marketing | Building Customer Led Growth playbooks in public

I’ve taken the past couple months to step back, rethink what I believe to be the next major growth lever, and talk to companies about it. 
But one company believed so strongly in the direction that I’ve decided to join them full time. 

After years across sales and marketing, I realized something that’s shaped my entire POV: customers are your best sellers. And they’re still the most under-utilized part of a company’s go to market.

Most companies have a trust problem in the middle of their funnel. 
Marketing builds awareness. Sales shares solutions. 
But in between? Buyers still don’t believe you. That’s the missing middle. 

There’s a silent gap between marketing and sales where buyers are comparing, evaluating and checking with their peers behind the scenes.

Companies can’t fully participate in this gap. 
But your customers already do. 

I believe customer led growth can fill this by letting buyers hear from people who already lived the problem and solved it with your product/service. 

Most marketers believe word of mouth happens organically. I’ve seen first hand that you can manufacture it by creating environments where your best customers speak directly with your top target accounts.

I want to take everything I’ve learned over the years working in sales, events, community, and partnerships and build customer led growth inside a company that believes in this direction. A team with happy customers who want to be more involved in both the marketing and sales process. 

A place where community, events and customer advocacy programs all sit under one roof. 

Tomorrow, I’ll share where I’m going.
I’m joining a team where I can build this in public.

And in this next chapter, I’ll be sharing how I’m thinking about Customer-Led Growth, the experiments we run, and how we turn customers into the key growth driver as we take this company to its next milestone!

PS. Any guesses to where I landed??

When asked "What do you do for a living?"  
There's not a single person on this planet that would say "I'm a champion"

Deals don't stall out because of budget or timing.
They stall out because your "champion" doesn't know how to buy.

Mediocre sellers assume they just need to:
1) Push for another meeting without context
2) Hope their champion closes deal internally
3)Avoid asking how software actually gets bought

But most champions are just messengers because they don't know the steps to get things approved or how to sell internally.

Instead of asking "How do you typically buy software?" 

Show them what the process usually looks like and let THEM react to it.

It might sound something like this:
“Now, I’m not entirely sure how you typically buy software, but on our end, these are the different stages we go through. How does this line up with how you buy internally?”

This changes the entire dynamic between buyer and seller:
- It removes the awkwardness around asking about their process
- It invites them to validate or correct it collaboratively
- It makes it way easier for them to sell internally when they loop others in

The best reps don’t just push for the next call. 
They help their champion understand how to move the deal forward.

Here’s how to do this with a visual using the Process Overview block inside Aligned’s deal room.

If you want to try this out on your next deal, try it for Free: https://lnkd.in/gjv9kYtW

Brand partnership • Community & Customer Marketing | Building Customer Led Growth playbooks in public

Here's my first experience that convinced me customers are your best sellers.

Back at Chili Piper, we ran monthly exec dinners.

One problem we had early on: sales wasn't inviting prospects. They didn't see the value.

So I found one rep with a deal stuck in pipeline for 4 months and convinced him to invite the prospect.

We're at the bar. I'm talking with one of our champions from Snowflake when the SF Co-Founder walks up to order.

We introduce ourselves.

He asks our champion: "So do you use Chili Piper?"

She lights up. "Yes, we do. Our meeting booked rate went from 50% to 90% and we have reps following up in minutes instead of hours like it used to. One of the best pieces of tech in my stack, I recommend them to anyone that has this problem."

He nods slowly. "Oh, that's exactly our issue. Sounds like a no brainer."

Two weeks later, the deal closed.

She created more credibility in 3 sentences than our sales team had in 4 months of demos and follow-ups.

The rep told the story in the next sales meeting.

Within a month, every dinner we hosted was packed. Reps were fighting for spots to invite their prospects. What started as skeptical sellers became the entire team asking when the next event was.

One rep's story changed how the entire team saw events.

Lessons learned:

- If you're having trouble getting sales to invite prospects to your events, you only need one rep to see success before they share it with the rest of the team
- Credibility from sales peers works similar to credibility of customers
- Customers can have more credibility in 3 sentences than you ever could as a sales and marketing team. Find more ways to incorporate them into your GTM

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