Carolina Arroyo
AI, Authenticity, and the Future of Sales Outreach with Carolina Arroyo Ep 266 - The Global Discussion
Carolina Arroyo, the Founder and Managing Director of EC Peasy Communication, joins Host Simon Hodgkins on this episode of The Global Discussion to explore how companies can scale their revenue without expanding headcount. Carolina’s approach combines smart systems, AI-driven insights, and multi-channel strategies that challenge traditional lead generation and personal branding practices.
From Cold Calls to Smart Systems
Carolina’s journey began on the front lines of sales. Before launching EC Peasy Communication, she worked as a BDR and account executive, spending her days cold-calling hundreds of prospects. That experience taught her exactly what not to do.
She realized that success wasn’t about dialing 100 numbers a day or spamming inboxes. It was about meaningful outreach, strategy, and understanding how to reach the right people in the right way. When she saw how many agencies were still stuck in that outdated approach, she decided to create something better.
“I saw startups spending over $100,000 a year on agencies that didn’t deliver. They were relying on one channel, and they were too pitch-heavy. I knew there was a smarter way.”
The Power of Personal Branding
One of Carolina’s key messages is that personal branding isn’t optional. Even for founders who don’t see themselves as influencers, visibility is vital.
“You might not want to be an influencer, but people buy from people. Especially in early-stage companies, your personal brand helps you compete with bigger players.”
Her content strategy follows a clear structure:
50% top-of-funnel: building awareness by talking about the audience’s challenges and desires
30% middle-of-funnel: educational content that provides practical insights and shows expertise
20% bottom-of-funnel: promotional material that drives conversion, such as webinars or case studies
By balancing these layers, companies can build genuine relationships and reduce the number of touchpoints required to close a deal.
Multi-Channel Outreach and the Role of AI
EC Peasy’s edge lies in its ability to build multi-channel systems that don’t depend on a large sales team. Carolina’s team uses AI for research and sequencing, deepens understanding of prospects, then delivers thoughtful messages via email, LinkedIn, and even phone calls.
“Three years ago, we had to research profiles manually. Now, AI tools can scan hundreds of profiles at once and generate personalized insights. We use that data to reach people across several touchpoints, email, LinkedIn DMs, and warm calls from AI agents.”
These AI agents, she explained, sound remarkably human and can handle initial outreach effectively. Far from being robotic, they help companies connect faster while keeping conversations authentic.
Why Commenting and Profile Optimization Matter
Carolina also emphasized strategic commenting as part of a broader visibility strategy. Instead of quick reactions or generic “great post” replies, she recommends thoughtful engagement that adds value.
“A comment should make someone pause and think, not just thank you for posting. The algorithm rewards that, and more importantly, it builds relationships.”
Her team also helps clients optimize their LinkedIn profiles to match their goals. For those focused on lead generation, this might mean reshaping headlines, using featured sections for case studies, and ensuring every element points toward conversion.
Rethinking Cold Calling and Reverse Pitching
Carolina’s approach to outreach goes beyond automation. She teaches a method she calls reverse pitching, leading with the prospect’s symptoms and challenges before ever mentioning a product.
“You don’t start by selling the medicine. You start by helping them realize they might have a problem. Once they see that, the pitch feels natural.”
This framework applies not only to calls but also to emails and messages, ensuring every interaction feels relevant and respectful rather than pushy.
The Future of Lead Generation and Branding
Looking ahead, Carolina sees several trends reshaping the B2B landscape:
B2C tactics entering B2B: Expect to see more creators, personal brands, and influencer-style engagement from sales professionals.
AI agents becoming standard: They’ll handle more outreach as their quality continues to improve.
Expansion of multi-channel strategies: Texting and WhatsApp will join LinkedIn and email as key communication channels.
Entertaining content on LinkedIn: Posts that educate and entertain will outperform dry corporate updates.
“At the end of the day, LinkedIn is still a social platform. People are scrolling, not studying. You have to make them stop and pay attention.”
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