Vito Vishnepolsky, the Founder and Director of Martal Group, a B2B lead generation agency started in 2009. As a solo entrepreneur, he bootstrapped the company from day one, relying on his experience in strategic startup consulting to provide services and generate a steady revenue stream. In the early years, the main focus was to develop a sustainable business model, but consulting services lacked the scalability he envisioned for Martal Group.
Nothing made this more apparent than losing his most prominent client in 2014, forcing him to lay off his entire staff. However, that moment was the catalyst for transforming Martal into one of the top B2B lead generation companies.
An Intriguing Journey
Returning to the drawing board, Vito realised that many of his clients struggled to implement the concepts discussed in our strategy sessions, so he began offering outsourced sales as an added service. The solution really resonated with his clients, so he ran with it. He had finally discovered a way to channel his passion for helping entrepreneurs survive and thrive. From that point on, Vito had a much clearer path to success.
Still, Vito needed to refine his audience to define his mission, offer, and messaging indeed. After working with several B2B tech companies, he discovered organisations in this industry struggled more than most regarding lead generation. It boiled down to the teams focusing more on product development than business development. Rather than shifting priorities to build a sales team, Martal offered a more affordable and timelier alternative. By serving B2B tech exclusively, Vito quickly built a name for Martal in a niche market, leading to the explosive growth the company is experiencing today.
Vito is pleased that his team continues to have a spirit of enthusiasm for helping tech companies develop exceptional lead-generation strategies worldwide. He believes that, undoubtedly, they have had several ups and downs, but through every trial, they have learned valuable lessons that continue to steer them toward better opportunities and offers for the clients.
Brilliant Services at Martal
At Martal Group, they help B2B technology companies achieve predictable and sustainable revenue growth through modern lead generation processes executed by experienced North American sales executives.
While outbound marketing and appointment setting are their most popular solutions, they offer support for the entire pipeline, including customer onboarding and account management. The company’s multichannel campaigns include coordinated sequences using emails, LinkedIn messaging, and phone calls. By providing a flexible team structure, its clients can build a customised plan to help them meet their current revenue goals.
On the other side of the lead gen spectrum, Martal provides inbound services focused on link- building strategies. These projects drive brand recognition, increase organic traffic, and improve site ranking so more visitors can be converted into qualified leads. It has partnered with a network of bloggers and publishers to create quality content and backlinks to target Pages.
Martal Group sets itself apart from competitors by exclusively hiring North American sales experts knowledgeable in various tech verticals. In addition, its commitment to modernising lead generation continuously pushes us to discover more productive prospecting processes.
The company has recently launched a new strategy called Lunch and Learn that has as much as tripled its customers’ conversion rates. Through these campaigns, Martal invite prospects to a virtual lunchtime discovery call with its clients, where a complimentary meal of their choice is delivered just in time for the meeting. Not only has the program boosted results, but they are receiving positive feedback from both sides of the table.
Milestones Achieved
After increasing its revenue by 761% in three years, Martal Group was announced as the 60th fastest-growing company in Canada out of 1.3 million active businesses, according to The Globe and Mail’s 2022 Report on Business.
In 2021, G2 named Martal Group one of the top 10 B2B lead generation firms. During the the same year, Clutch acknowledged Martal as the third-best company for business services in Canada and the number-one lead generation company in San Fransisco.
The Motivating Tool
In remote sales, it’s easy to be negatively influenced by the failures, especially if you are having a particularly rough day. So, several years ago, Vito started a “Positive News Chat” the channel where Martal employees could share their achievements, success stories, and customer feedback. Since then, this channel has served not only as a motivational tool for his team but for him as well. Its phones are constantly buzzing with notifications from the “Positive News Chat” channel; the company has 20 – 30 messages on any given day. But it’s worth seeing everyone encouraging their peers to emphasise the positive over the negative side of sales.
Piece of Advice for Budding Entrepreneurs
Vito advises the budding entrepreneurs in the industry and says, “First, find your niche market. While every company needs to generate leads and close deals, several industries pose complex business development challenges. By creating lead generation strategies that help these companies overcome their roadblocks, you will grow your client base faster than if you targeted a broader market.
Second, experiment often. Lead generation is never stagnant, and consumer preferences are constantly changing in this digital age. You will need to be agile, creative, and courageous with your strategies. You will most certainly have more failures than successes, especially in the beginning. But, as you learn from your experiments, you will cultivate an intuition for reading and predicting market trends.”
A Luminating Future
Vito believes that they are committed to positively influencing the future of lead generation by improving the prospecting experience for both purchasers and vendors. That’s why he constantly tests new strategies to complement the most current B2B buying behaviours.
To that point, Martal have several irons in the fire as it searches for unique ways to help aa broader range of B2B tech companies develops sustainable sales strategies.
For example, Lunch and Learn was originally an experimental campaign to see if it could combat the longer sales cycles brought on by the shrinking economy. The pilot’s overwhelming success encouraged us to make Lunch and Learn standard with all of its services.
Additionally, Martal is expanding our targeting options to the LATAM and European markets. For years, the team focused on opening opportunities in North America for its clients because privacy regulations in LATAM and Europe made the regions challenging to penetrate. But through some creative campaigning, the company has helped its clients gain traction in these critical markets and plans to further its services in these areas.
“Over the next five years, we aspire to be the go-to global marketplace for businesses searching for North American sales professionals. Too many companies are struggling with revenue loss due to high attrition rates. On the low end, each turnover cost 30 per cent of the employee’s annual salary. And with sales development representatives averaging only 17 months before promotion or termination, hiring internally is risky.
To alleviate some of the biggest sales department staffing challenges, we are designing a hiring and training program based on the processes we use to develop our award-winning team. While the program is still in the beginning stages, we hope to have some exciting updates soon”, asserts Vito.
