Martal
Onboarding timeline and data processing
Onboarding timeline
Requirements to make discovery & implementation successful:
Day 0
Early Access to Our AI Sales Engagement Platform
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Objective: Before the start date, you’ll receive a welcome email granting you early access to our platform so we can accelerate the onboarding process.
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Deliverables: You’ll have the opportunity to choose your email domains, review your business profile, and make any necessary changes prior to your initial onboarding call.
Effective Date
Intro to Your Martal SOM
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Once your partnership agreement is signed, we’ll introduce you via email to the Sales Operations Manager (SOM) for your campaigns.
Day 1 - 14
EMAIL CREATION AND WARM UP
Objective
Within two weeks of onboarding, the emails for outbound campaigns will be created, warmed up, and prepared for launch if your target market resides in the US or LATAM regions. Because of regulatory restrictions, campaigns targeting prospects in Canada, the EU, and the UK will require a marketing opt-in list before creating emails.
When it comes to domain setup and management, you have three options outlined below. You can select your domains as soon as you receive the welcome email or during the initial onboarding call. To ensure onboarding is completed on schedule, please select your preference within 48 hours of your contract start date.
Branded Domain
Option 1
Through this done-for-you process, our IT team will purchase branded domains and forward them to your primary domain for consistency. Each sales executive (SE) will receive an email for the branded domains and engage prospects as a member of your team. Our email deliverability specialist and smart warming tool continuously manage and monitor reputation and proactively rotate domains for optimal engagement. If we part ways, Martal will transfer ownership of all active domains to your company.
Martal Domain
Option 2
As an alternative to branded domains, Martal domains position our SEs as a partner conducting market research on behalf of your company while freeing you from the hassle of email setup and maintenance. Though the representation differs, the goal of nurturing leads and setting qualified appointments stays the same.
Subdomain
Option 3
If your company prefers to maintain the domains internally, Martal will assist your IT team in setting up DNS records for outbound outreach and integrating emails into Martal’s sales engagement platform. However, this process often takes longer than 14 days and can hamper our ability to monitor domain health and email deliverability properly.
Deliverables
You’ll choose five domains for your outbound outreach from an array of options in the platform. Your new domains will be added to our smart warming tool to ensure maximum deliverability for your email campaigns. After eight to ten days in warm-up, two domains will be integrated into our engagement platform and assigned to your approved campaign sequences. The remaining three domains will stay in warm-up until needed.
Data integration
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Objective: Before campaigns launch, we will collaborate with your team to ensure vital lead generation data such as prospect information, scheduled meetings, and unsubscribes flow smoothly between Martal and your company while minimizing integration with your systems.
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Deliverables: To eliminate the risk of contacting previously unsubscribed prospects, we will need a CSV copy of your do not contact (DNC) list forwarded to our head of IT. This list will be uploaded to Martal’s SMTP servers to block outreach to those individuals. You will also receive access to a password-protected prospect report hosted on a cloud server updated in real-time. You can sync your prospect report to your CRM to conveniently review detailed information about marketing-qualified leads (MQLs), sales-qualified leads (SQLs), and upcoming appointments while keeping your unsubscribe list up-to-date.
Data Processing Diagram
See how our data processing method keeps your information secure and clean while curating and managing lead lists
Day 1 - 2
Build Your
Business Profile
(Essential for optimal performance)
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Objective: The initial discovery phase is where we learn everything about your company and how it stands out in the market by building a business profile. Without this comprehensive overview, your campaign performance may suffer. The Martal team will refer to your business profile regularly as they develop and optimize your sales campaigns.
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Deliverables: As soon as your account is created, our proprietary AI builds a business profile based on your company’s name, website, and billions of public and private data points. During the first onboarding call, you’ll review your business profile with the SOM, including details about your company, audience, and competitors.
Q&A Breakdown:
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Origin Story: Tell us your company journey to help us resonate with your prospects’ problems and position your solution in a meaningful way.
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Competitive Differentiators: Pinpoint where your company stands apart from its competitors in your market.
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Account Verticals: Let us know how different industries adapt your solution to their needs so we can create targeted, value-first campaigns.
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Ideal Client Profiles: Describe your ideal clients’ demographics, and we’ll search our database for the leads who are right for your company.
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Buyer Personas: Dig deeper into your ideal clients’ goals and desires so we can create personalized messaging.
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Booking Procedure: We’ll set guidelines specific to your scheduling preferences to streamline the booking process.
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Domain Setup: Coordinate with our internal deliverability team to ensure campaigns are compliant with CAN-SPAM and launched on time.
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Sales Collateral: Provide us with your top-converting materials so we can study your brand’s messaging and deliver valuable assets to prospects.
Onboarding Q&A
Our platform automatically generates the questions and answers for your business profile. Here’s a sample of what to expect.
General Questions / Verticals / Value Prop
General overview of your company services
What’s your company's elevator pitch?
How long has your company been around?
How many people are on the sales team, and do customers get a dedicated account manager?
How many customers does your company have, and who are some of the biggest ones?
What is the average ARR?
Who are your company’s main competitors?
What does your company do differently than its competitors?
How long is your average sales cycle?
We shouldn’t aim for channel partnerships; our goal is to create a funnel for direct sales, right?
From when a customer signs up, how long does it take for them to be live?
Lead Gen
Do you have a one-page PDF that can be sent out?
Does your company have a pre-recorded demo (or lengthier videos)?
What is the ideal customer target for your company?
What kind of outbound + inbound lead generation work has your company done to date?
What are the most common customer objections, and how does your company overcome them?
What kind of companies are you targeting? (company type, tech. installed)?
What geography, employee count, and revenue size are typical thresholds for your company’s prospects?
What titles should we ideally target? (Title keywords, departments, job description)
If a client was searching for a your company type solution, what are the top keywords they'd be using to search?
Can you share outbound email templates that you have created in the past?
What is the primary motivation for companies to talk to your company?
Any free plans? Free pilots?
How long is the typical contract term? Is it month-to-month, or is there a commitment?
Are there companies that are too small to be clients?
Day 3 - 6
Finalize Your Business Profile and Generate ICPs
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Objective: After your initial call with the SOM, you’ll need to complete a final review of your business profile. The information in your profile will influence the development and optimization of your campaigns.
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Deliverables: Once your business profile is approved, our system will automatically create ideal client profiles (ICPs) that will be used to build segmented lead lists and omnichannel campaigns. You can review, refine, and approve these ICPs within 30 minutes of finalizing your profile or wait to go over them with the Martal team on your next onboarding call.
DAY 7 - 8
Meet Your Martal SEs
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Objective: Your SOM will schedule a meeting to introduce you to the sales executives (SEs) assigned to your campaigns. During this call, you’ll dive into the ICPs, strategies, value propositions, messaging, and campaign structure.
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Deliverables: During this meeting, you will solidify and approve your ICPs. In addition, you’ll coordinate a recurring call so you can review performance and discuss pipeline activity weekly with the entire Martal team managing your campaigns.
Campaign Strategy and Copy Creation
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Objective: At this point, the Martal team is ready to develop your strategy and build out your omnichannel campaigns. Over the next few days, the SEs will study your website, business profile, ICPs, and sales collateral.
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Deliverables: After your ICPs are approved, our AI model — trained by over 40 million outbound messages — will generate campaigns tailored to each of your audience segments. The SEs will refine each campaign based on their research and industry experience.
Day 9 - 10
Cold Calling Campaigns Begin
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Objective: To jumpstart the lead generation process, we begin cold calling while the domain warm-up sequence and campaign copy are being finalized.
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Deliverables: The SEs will begin developing your pipeline by building brand awareness, gauging interest, and qualifying leads via phone.
Approve and Initialize Email and LinkedIn Campaigns
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Objective: Email and LinkedIn copy must be approved before launching campaigns to ensure the messaging accurately reflects your brand and solutions.
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Deliverables: Each SE will send their campaign copy to your internal team for approval. After signoff, the Martal team will import leads into our platform and schedule campaigns.
Day 11 - 13
Ready to Launch
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Objective: As soon as the copy is approved and emails are warmed up, SEs can begin reaching out to your prospects via email and LinkedIn.
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Deliverables: The first email and LinkedIn touchpoints are initiated.
Day 14 - 20
First MQL Results
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Objective: As responses roll in, the SEs will reply to leads and gauge interest while the SOM collects and records data and analyzes performance.
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Deliverables: Market-qualified leads (MQLs) are generally identified within the first two weeks of campaigning. You’ll also receive your first weekly report summarizing the campaign results.
Day 21 - 30
First MQL Results
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Objective: The SEs will follow up with MQLs to provide additional information and qualify for discovery calls.
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Deliverables: Sales-qualified leads (SQLs) are generally identified within one to two weeks of the first MQL.
Day 31 - 90
Campaign Progression
Over the next 60 days, your pipeline may look something like the chart below. While this is an average over various accounts, the number of MQLs and SQLs varies depending on factors such as target market, average deal size, and brand recognition.
Each week, your SEs will scale the lead list volume. This ramp-up process allows us to optimize your campaign
for responses while protecting the domain reputation, so your MQLs and SQLs continue to trend upward.
An MQL is a prospect who has responded to our outreach and matches your ICP. Our goal is to convert MQLs
to SQLs by asking discovery questions and overcoming objections.
An SQL is a prospect interested in taking the next step in the sales process. If a prospect asks for more
information or requests a meeting, you have gained an SQL.
Pilot Campaign Deliverables
Average Pilot Campaign Matrix — Single Team’s Lead Generation Milestones
Market Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) generated during the first 3
months of the pilot campaign
Playbook visualisation
