Revenue Systems for B2B Service Firms | Podcast host | History nerd | Founder @ Maribou

A year ago, I realized something about firms doing 6-7 figures:

They all had the same bottleneck.

Their calendar was empty. Their offer was solid. But outbound felt like throwing darts in the dark.

The problem with how most people do outbound:
→ Manual prospecting that eats 3+ hours daily
→ Generic messages that get ignored
→ SDRs who quit after 90 days
→ Agencies that charge $8K/month and deliver 2 qualified leads

So I built something different.

AI-powered outbound systems that run themselves.

Here's how it works:
I install the full engine inside your business. It identifies your ideal clients, reaches out in your voice, nurtures the relationship, and books them directly onto YOUR calendar.

Not mine. Yours.

The result?
20+ B2B founders now getting 5-10 qualified appointments weekly completely automated with AI.
$2M+ in pipeline generated.
No SDR teams. No retainers. No guesswork.

This is for founders who:
Have a proven offer but inconsistent pipeline
Are tired of trading time for leads
Want to own their growth system, not rent it

I don't teach. I don't consult.

I build and install. Fully trained. Fully operational.

DM me "OUTBOUND" and I'll show you exactly how it works for your business.

Content is the best lead gen system ever built.

But it genuinely takes months, even years of consistency before it pays off.

As a founder, we simply don't have that kind of time.

So while your content compounds in the background, we fill your pipeline today.

Automated outreach to your exact ICP. Calls booked this week. Revenue coming in while your brand builds itself.

When both run together, something changes.

A founder sees your content for months. Then gets a message from you. They already know who you are. The call is half-won before it starts.

Cold outreach converts. Warm outreach closes.

We build both simultaneously. 

Your brand compounds. Your pipeline stays full. You focus on delivery.

That's the system.

Santiago Faus

GTM Systems for B2B Service Firms | Podcast host | History nerd | Founder @ Maribou

Before being an entrepreneur, I've only ever been a salesman.

And I say that proudly.

So naturally, I was heavy on cold outbound for go-to-market.

Cold calling. Cold emailing. Cold DMing.

That's what I knew. That's what worked.

Cold outbound is great.

Call a lead today, book them tomorrow, close them that day.

Immediate results. Measurable outcomes.

I neglected content because it's such a slow growth strategy.

Who wants to post for months with zero calls when you can book them this week?

But I realized I was wrong...

In business development, nothing compounds.

You're constantly feeding the pipeline. Stop calling, stop booking. Stop emailing, stop closing.

Always starting from zero.

With content, it's different.

One day you post to an audience of 1,000. The next, 10,000. Then 50,000.

Follower by follower, credibility builds in the background.

Cold outbound gets quick wins.

Content gets trust.

By the time someone books from content, they already know you.

I still run cold outbound for every client.

But I was wrong to ignore content.

You need both. Just took me too long to see it.

P.S. Here's me on top of a volcano in El Salvador ❤️

What grabs you more?

A) "We offer AI-powered lead generation and automated outbound systems"
B) "I posted for 6 months straight. Made $0 from content. Almost quit."

Most founders lead with features.

Humans connect with struggle.

Have you ever shared the moment you almost gave up?

Most founders hide that part. Polish everything. Show only wins.

Then wonder why nobody's engaging.

The ceiling-stare moment? The broke months? The doubt?

That's what makes people stop scrolling.

People don't buy systems. They buy from people who've been where they are.

23 profile views last week. Zero outreach.

That's you!

Know what I did with my 23 views? Booked 4 calls.

Not because I'm better at content. Because I have a system.

Here's what you're missing:

Those people clicked your profile for a reason. Saw your post. Read your comment. Got curious.

Spent 2 minutes reading your experience. Checking your services. Deciding if you're legit.

Then left.

And you had no idea.

The clock starts the second they view your profile.

Hour 1: They're interested.
Hour 24: They're lukewarm.
Hour 48: They're cold.
Hour 72: They forgot your name.

You're trying to do this manually. Checking LinkedIn when you remember. Seeing who viewed your profile 3 days ago. Wondering if you should reach out. By then it's too late.

I leverage an AI system that does it automatically.

Profile view detected. AI identifies them. Personalized message sent within 60 minutes.

"Noticed you checked out my profile. You're working on [specific problem]. Here's how we solved this for [similar company]."

No manual work. Just automated capture while they're warm.

You're getting 15-30 profile views weekly. Converting zero.

That's 60-120 lost opportunities monthly.

People already interested. Already qualified. Already one message away from a conversation.

You're just not set up to capture them.

LinkedIn shows you who's interested in real time.

Profile views aren't vanity metrics. They're buying signals.

The leads are there. Don't just letting them walk away.

Not a lead generation problem. A lead capture problem.

Fix the system. Capture the interest. Book the calls.

Researching prospects manually made sense in 2020. Not in 2026.

AI gathers prospect information faster and more accurately than any human can by surfing the internet.

When you're manually researching, you're cycling through misinformation, outdated data, and irrelevant content.

That's why the first bottleneck we eliminate for sales teams is research time.

Our clients spend less time researching prospects and more time understanding them.

Most outbound fails before the first email is sent.

In 3 months we sent 36,500. Got 208 opportunities. $1,040,000 in pipeline.

Here's the four-part engine behind it:

1. Ideal client mapping
2. AI-driven message personalization
3. Multi-channel outreach
4. Signal-based outreach

No SDR team. No retainer. Just infrastructure that lives inside the business.

Week recap for one of our clients:

2,000+ leads contacted.

25+ leads engaged with our team.

15+ sales calls booked.

Completely automated with AI.

Grateful for the process we've built. Still learning as we go.

DM me if you're thinking about doing something similar, always happy to help.

We increased our booking rate by 60% by doing one thing differently.

We picked up the phone.

Here's the exact workflow:

→ Lead replies to cold email in Instantly.ai.
→ Automatically pushed to Clay, mobile number enriched.
→ Lead hits the CRM HubSpot.
→ SDR calls within minutes, qualifies the lead, warms them up, and books them onto your calendar.

No complex sequences. No AI trying to close the deal. Just a human voice at the exact moment someone raised their hand.

This is what I think most outbound teams are missing right now: everyone's optimizing the send, but nobody's optimizing what happens after the reply.

Warm lead + right timing + human call = 60% more booked meetings.

The reply is just the beginning.

I never had a plan B. I'm not built for corporate. Never was.

I always knew owning an online business was the only route for me. It checks the boxes on everything I could ever want out of life...

Freedom to travel the world. Being my own boss. Mastering sales and marketing at the highest level.

All of that sounded perfect until I was actually doing it.

The reality is starting an online business is brutal. You have to create demand for yourself in the vast sea of the internet where nobody knows who you are or cares that you exist.

Those early months? Rough. I'd lay there at night starring at the ceiling wondering if I should just go back to my 9-5 and call it a failed experiment.

That was until I figured out how to capture demand on the internet. Not with content (although that helps), but through direct response marketing powered by AI.

Instead of waiting for people to find me, I started reaching them directly. Cold email. LinkedIn automation. AI-powered personalization at scale.

1,000+ personalized emails daily. 30-50 booked appointments monthly. Completely automated.

Most entrepreneurs are still posting and praying. I decided to build a machine that brings clients to me while I sleep.

Now, I'm in Medellin running my business from a laptop. Signing clients. Traveling the world. Living exactly how I planned.

The ceiling stare moments still happen. But now they're about which opportunity to pursue next, not whether I made the right choice.

If you're building an online business and stuck in the content hamster wheel, there's a better way. You just have to be willing to go direct.

P.S. Never thought I’d be an agency bro wearing all linen in Medellín, but here we are!

- SF ❤️ 🤙

Stoked to have you on the team Thibault Lassailly! Looking forward to working together!

A warm welcome to our newest member of Maribou Partners, Thibault Lassailly!

Thibault is joining us in our business development team as a Sales Development Representative.

Thrilled to have you with us, Thibault. Big things ahead.

When founders say “outbound isn’t working,” I look at structure first.

Not tools.
Not volume. 
Not software.

Targeting.
Positioning.
Follow-up.

Outbound doesn’t fail in isolation.

It reflects the revenue system it sits in.

I’ve worked with enough B2B founders to see the pattern.

They’re good. Actually, really good.

Their business is crushing. Built teams. Solid delivery. Exceptional client retention.

But the way they talk about what they do?

So freaking flat.

“Full service.”
“Custom solutions.”
“Data-driven.”

We've all heard this a million times before.

You could literally swap their logo with five competitors and no one would notice.

In B2B, you don’t get paid more for being capable.

You get paid more when the market sees you as the reference point.

Most founders are busy proving they can do the work (P.S. Most businesses can do the work. Typically that's not what holds businesses back.)

The ones who I've seen really excel define the problem better than anyone else.

The problem of staying stuck.
The cost of the stakes.
The shape of the buying criteria.

The positioning is excellent, so the conversation starts on their terms.

If you’re past six figures and still competing on competence, that’s the absolute ceiling.

At some point, you stop selling services.

You sell a point of view.

Last year we booked well over 100 sales calls through cold email completely automated with AI.

Here, I share how you can set up the same exact infrastructure in your business.

The tools are great, but it's the strategy behind the tools that will ultimately get you the results.

Full break down on how to set up your AI email infrastructure with our founder Santiago Faus.

https://lnkd.in/eF4iei8F

Open video: Watch this video before buying domains on Instantly.ai! on youtu.be

Watch this video before buying domains on Instantly.ai!

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