Faustine Foliard Joins ArborXR as Director of Demand Generation

Ignored outreach doesn’t get fixed with more outreach. It gets fixed with a better strategy. Getting ignored often means marketing bingo. Trying every tactic and hoping one hits. To stop being noise, a die-on-the-hill strategy is needed. One documented game plan for the quarter. One plan the whole team commits to. The message can’t be “sales training” or “sales tech” or “revenue consulting.” It has to be a specific burning problem the buyer has right now. Stalled pipeline. High rep turnover. People don’t buy products. People buy solutions to pain. Tighten targeting. Identify the ideal client’s exact DNA. Industry. Revenue. Tech stack, if relevant. Then tighten messaging with a marketing control. Find the one message that works. Don’t reinvent it every week. Optimize it with split testing.

The iteration phase until something finally hits isn’t discussed enough at all. A lot of modern GTM, growth, content, branding, even product strategy isn’t really engineering anymore. It’s evolutionary biology. You throw variations into an environment controlled by opaque algorithms, changing buyer psychology, shifting platforms, and competitive noise. Then you wait to see what survives and hopefully hockey sticks. Which means f*ck your framework. It’s all about resilience and persistence. Coolidge was right…

This is what GTM actually looks like behind the scenes. You start with an ICP you think is right. It's not. You write messaging you think will land. It doesn't. You build sequences you think will convert. They won't. Not the first time. So you rebuild the offer. Kill the sequences. Change the targeting. Pause the campaign. Start again. Nobody sees that part. What they see is the LinkedIn version. Clean. Confident. "We help B2B companies generate qualified pipeline through strategic outbound." And that's fine. But the people doing real GTM work know what's in between those two photos. It's not a strategy deck. It's not a framework. It's iteration after iteration until something hits. The best GTM teams aren't the ones with the prettiest playbook. They're the ones willing to start again. 👇 How many times have you rebuilt something before it worked?

Russell Richardson joined me on the show to discuss the importance of salespeople learning to use social media effectively to drive more sales opportunities. This conversation highlights the evolving landscape of sales and the critical role that social media plays in connecting with potential clients and expanding outreach.

The best commercial operators are not the ones with the biggest networks. They are the ones who understand how decisions actually get made in their market. Every industry has a visible buyer and a less visible decision structure. The person who signs the contract is rarely the only person who shaped the decision. There are advisors, gatekeepers, influencers, and internal champions — all of them part of the logic that determines which option gets chosen. Understanding that structure is not about manipulation. It is about efficiency. When you know who actually moves a decision, you stop spending energy on conversations that cannot close. Start having the ones that can. Across industries, the businesses that grow most consistently are the ones that have mapped this. They know who specifies them, who recommends them, and who approves. They invest in all three layers, not just the most visible one. That map is different in every market. Building it is one of the first things worth doing when entering a new vertical or when a previously reliable channel starts losing its return. etherpartners.ca

𝘼𝙣𝙙 𝙝𝙚𝙧𝙚 𝙬𝙚'𝙧𝙚 𝙘𝙡𝙤𝙨𝙞𝙣𝙜 𝙤𝙪𝙧 4𝙩𝙝 𝙘𝙡𝙞𝙚𝙣𝙩...😃 What looked impossible a few months ago is slowly becoming our reality. This journey wasn’t just about running ads or generating leads. It was about refusing to quit when things didn’t work immediately. 𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝘄𝗶𝗻? Seeing strategy and execution finally move in perfect sync.  • Marketing bringing in the right opportunities.  • Sales nurturing them with patience and consistency.  • Systems supporting the process instead of creating chaos. When we started our lead gen campaign, our focus was clear - We won't give up. Our founder said something that stayed with all of us: “𝘌𝘪𝘵𝘩𝘦𝘳 𝘸𝘦 𝘸𝘪𝘭𝘭 𝘥𝘰 𝘪𝘵... 𝘰𝘳 𝘸𝘦 𝘸𝘪𝘭𝘭 𝘥𝘰 𝘪𝘵.” (No room for failure.) And honestly, that mindset changed everything. Of course, the journey came with lessons too, some hard, some valuable: ✅ 𝗗𝗼𝗻’𝘁 𝗸𝗶𝗹𝗹 𝘆𝗼𝘂𝗿 𝗮𝗱𝘀 𝘁𝗼𝗼 𝗲𝗮𝗿𝗹𝘆 Great campaigns take time to optimize and find the right audience. Patience is part of performance. ✅ 𝗙𝗶𝗹𝘁𝗲𝗿 𝗹𝗲𝗮𝗱𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝗿𝗲𝗮𝗰𝗵 𝘀𝗮𝗹𝗲𝘀 More leads don’t always mean better business. Quality beats quantity every single time. ✅ 𝗢𝗻𝗲 𝗮𝗱 𝗮𝗻𝗴𝗹𝗲 𝗶𝘀 𝗻𝗲𝘃𝗲𝗿 𝗲𝗻𝗼𝘂𝗴𝗵 Different people connect with different emotions, pain points, and messaging. Testing creatives is non-negotiable. ✅ 𝗙𝗼𝗹𝗹𝗼𝘄-𝘂𝗽𝘀 𝗰𝗹𝗼𝘀𝗲 𝗱𝗲𝗮𝗹𝘀 High-ticket clients often have the budget… but not the time. Consistent follow-ups, value-driven conversations, and patience matter more than most people realize. ✅ 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗳𝘂𝗹𝗹-𝗳𝘂𝗻𝗻𝗲𝗹 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲 Your audience is everywhere, Search, YouTube, Meta, Discover, and beyond. If you want trust, you need visibility across platforms. This is just the beginning. As we move forward, I’ll continue sharing everything we learn along the way, the wins, the mistakes, and the real behind-the-scenes of scaling lead generation. #performancemarketing #B2Bleadgen

Most founders are doubling down on the wrong channels in 2026. 195 GTM leaders were surveyed. Here's what's actually working: - Cold email is dead at 1.3% reply rates. - LinkedIn is saturated past $10M ARR. - SEO is losing to AI overviews. What's winning: - Intent-based outbound - buy signals over spray-and-pray. - In-person intimate events - dinners, roundtables, meetups. Ecosystem marketing - partners, not platforms. The channel that worked in 2023 won't save your pipeline in 2026. Most founders know this. Most won't change. Reply AIGTMC if you want to see how I rebuild channel mix.

One of the most interesting strategic conversations I’ve been pulled into recently is this: “Could a consumer platform become a serious B2B channel?”. People often scoff when I mention our app Acuity runs wildly profitable B2B ad campaigns on Pinterest! B2B marketers tend to treat channels like religions. LinkedIn is the church. Everything else is heresy. But buyers don’t live inside your channel taxonomy. They’re just people and they're everywhere (and like most of us most of the time, everywhere except LinkedIn. The real question isn’t: “Is this a 'B2B' platform?” It’s: “Can I reliably reach the buying group at the right companies, without wasting 70% of my budget?” It's far better in our experience to target the right people on the 'wrong' channels than the wrong people on the 'right' channels. If you can solve that targeting layer, suddenly ‘consumer’ inventory becomes B2B inventory. And that’s when things get fun. If you run B2B paid media: where do you suspect your best future buyers actually spend time (when they’re not pretending to work)?

Most teams only do 1/3 of partner marketing. And it’s usually the easiest third. They focus on marketing to partners. Recruitment. Outreach. “Join our partner program.” Which matters. But that’s just the starting line. Where things break down is what comes next. Because real partner marketing has three parts: 1️⃣ Marketing to partners → attract and recruit 2️⃣ Marketing with partners → co-create campaigns 3️⃣ Marketing through partners → reach their audience and drive distribution Most teams stop at step one. Some make it to step two. Very few operationalise step three. And that’s where the leverage is. Because “through” is what turns partnerships into a growth channel. It’s where you tap into: • your partner’s audience • their credibility • their distribution Not just their logo. Without that, partner marketing stays limited. You can recruit partners. You can run a few campaigns. But you’re not scaling reach. You’re not compounding results. You’re not driving consistent pipeline. The teams getting this right design all three motions from the start. Not just how to bring partners in… but how to go to market together, repeatedly. Most teams don’t have a partner problem. They have a coverage problem. If you’re already working with partners, there may be untapped partner-driven revenue sitting in your ecosystem. Details in the comments.