From Chaos to Clarity: How We Unified Marlink’s Multi-Channel Outreach into a Predictable, Scalable System

Client: Marlink

Marlink is a B2B lead generation agency specialising in multi-channel sequencing. Their outreach strategy combines email campaigns with LinkedIn automation via Zopto, targeting a wide array of prospects through varied platforms.

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The Challenge:

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Before we stepped in, Marlink faced significant operational friction:

• Their analytics were fragmented across platforms (Zopto for LinkedIn and a separate email sequencer), making performance assessment a nightmare.
• It was difficult to track and compare campaign performance across channels in a single view.
• They lacked an automated system to identify underperforming campaigns and act on them.
• Prospect engagement data was scattered, with no centralized CRM to unify email and LinkedIn responses.

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Our Solution:

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We delivered a two-pronged Treatments:

1. Unified Analytics Dashboard
   • We have Created a centralised dashboard that merges data from both LinkedIn and email campaigns.
   • Enabled high-level visibility of campaign performance metrics such as reply rates, meeting bookings, and trend analysis.
   • Integrated threshold-based conditional formatting, allowing Marlink to flag underperforming campaigns and take corrective actions (like updating messaging).
   • Automatically calculates projections like:
     • Emails required for one reply.
     • Emails required for one positive reply.
     • Scaling estimates to reach specific campaign goals.
2. Custom Mini-CRM
   • Built a lightweight CRM that centralizes all prospect responses, regardless of outreach channel, into a single board.
   • For email, integrated with the sequencer's built-in sentiment analysis.
   • For LinkedIn (Zopto), Stimuli engineered a custom sentiment analysis flow to categorize replies.
   • Synced the CRM to a data warehouse, visualizing statuses like “meeting booked” or “deal closed” on the dashboard in real-time via webhooks.

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The Impact:

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With the new system:

• Marlink can accurately measure and forecast their campaign performance across all channels.
• They have real-time visibility into each client’s metrics and can adjust outreach strategies proactively.
• Their CRM is now automated, centralized, and sentiment-aware, reducing manual tracking and streamlining the sales funnel.
• The agency has significantly increased predictability and scalability in their lead generation ops.

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Quote From Our CTO, Revaz Dzidziguri:

"We basically made their business much more predictable. Now they know exactly how many emails they need to send to get a specific number of replies or meetings, on both email and LinkedIn.”

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