Mavlers: Partner Agency Signal-Based Outbound Engine

Executive Summary

Mavlers provides white-label digital delivery (SEO, PPC, and AEO) exclusively to other agencies. The core GTM challenge was separating retail brand inquiries from high-value agency partners who needed white-label fulfillment at scale.

The Core Bottleneck

Traditional inbound forms and ad traffic generated standard brand-side MQLs. Sales representatives spent excessive hours disqualifying end-clients who lacked the partner volume profile required for sustainable white-label retainers.

Architecture Schematic

[Sales IQ Intent] ──> [Domain IP Resolution] ──> [Clay ICP Fit Matrix]
                                                          │
                   ┌──────────────────────────────────────┘
                   ▼
      [Is Agency Partner?]
       ├── NO  ──> Standard Nurture Track
       └── YES ──> [HubSpot Partner Pipeline Stage: SQL]
                     └──> Round-Robin AE Notification (SLA 15m)

How I Built It

1. Multi-Signal Intent Capture: Deployed Sales IQ tracking across key white-label service pages and pricing calculators.
2. Deterministic ICP Filtering: Programmed enrichment logic in Clay to filter out direct brands, isolating marketing, digital, and media agencies with 10–200 employees.
3. HubSpot Architecture: Mapped intent scores directly into HubSpot lifecycle stages, eliminating manual SDR qualification overhead.
4. ICP Workshop & Offer Expansion: Led an internal ICP workshop with executive leadership that formed the blueprint for an automated delivery add-on package.

Verified Results

• Owned the inbound-to-outbound transition end to end: visitors were flagged, scored against agency ICP criteria, and pushed into active sales sequences within HubSpot.
• Created alignment across sales and delivery teams using standard MQL → SQL transitions that sales representatives trusted.
• Delivered the technical foundation for a new automation service vertical built on top of existing white-label SEO and PPC retainers.

What I Would Do Differently

TODO(tibin): Add reflections on secondary webhook fallback handling and automated partner onboarding portal integration.