Company background
An outdoor software company with a clear product and a growing opportunity to reach more of the right customers.
Mallard Bay built GuideTech as an outfitter management system for the back-office tools that fishing charters and lodge operators need to run successful businesses.
The product brings together marketing tools, websites, paid ads, a marketplace, and the booking experience in one place, helping operators manage the business behind every trip.
The product had momentum. The next opportunity was to extend the team's reach across research, follow-up, and closing.
The challenge
A strong product, multiple sources of demand, and an opportunity to make follow-up more consistent.
Mallard Bay's team was balancing inbound follow-up, outbound research, and product demonstrations across the same sales process. Every new opportunity deserved a timely, relevant response, while the team also needed room for discovery and closing conversations.
The team had a healthy flow of inbound leads and a broad set of contacts from different sources, including trade shows and earlier conversations. The opportunity was to create a more consistent first response and a reliable way to continue each conversation when the timing was not immediate.
Mallard Bay described this as pipeline activation: giving the team a practical way to work the contacts already in its world, without adding the cost and overhead of hiring, managing, and ramping another in-house role.
The inbound sequence covered twenty touchpoints over roughly thirty days. Reviewing the data showed that the strongest connect rates came during the first week, so the team could own that initial window and let Sendora continue the follow-up afterward.
“It wasn't scalable. We got to a point where we were looking at hiring new SDRs to come in and work, and that's when we actually found Sendora and went that direction instead.”
Adam, CRO at Mallard Bay
Create a path back to interested contacts
Prior conversations represented valuable context. A structured re-engagement path made it easier to reconnect when timing changed.
Keep meeting follow-up consistent
A coordinated follow-up path helped the team stay present after a missed meeting while preserving the right context for the next touch.
Expand research into new opportunity pools
Relevant operators across several marketplaces represented a clear opportunity to grow the addressable audience with focused research.
How we built it
Connect research, conversation, and follow-up in one growth system.
Sendora built a multi-channel outreach engine combining AI voice calling, email sequences, and SMS, integrated with Mallard Bay's HubSpot CRM and Cal.com scheduling. Qualified conversations could be routed toward a booked demo, with reps joining when their judgment was most useful.
Mallard Bay was looking for an AI-first approach that could consolidate the work instead of adding another disconnected SaaS subscription. Sendora stood out by making the scope clear, showing what to expect, and taking responsibility for putting the system into practice.
Infrastructure and first results
Sendora ran discovery calls to understand Mallard Bay's audience and sales process, then built the outreach stack around it: dedicated sending domains, email warmup sequences, and an AI voice caller trained on the GuideTech value proposition.
The caller was configured to answer common questions, collect contact information, and route meeting requests into HubSpot via Cal.com. Call transcripts, summaries, and deal updates were in place before launch.
“Putting it into practice can often fall apart, but for us it just started clicking really well. The Sendora team built out the infrastructure, involved us every step of the way, asked us questions, but then went to work for us. It wasn't like we were having to go and figure out all these new tools.”
Adam, CRO at Mallard Bay
Lead source expansion
Sendora researched relevant operators across several outdoor booking marketplaces and organized the resulting lead context for outreach.
Additional workflows covered previous-interest reactivation, no-show re-engagement, and inbound lead follow-up. Each workflow used a relevant trigger and gave the team a clearer next action.
“Anytime we wanted to make a change, we wanted to start a new process, do a new campaign, we brought it up on one week. By the next week, we at least had something that we can review. And by the following week, we had some results that we could look back at and know, do we wanna continue with that or we make other changes?”
Adam, Chief Revenue Officer at Mallard Bay
Scale and optimisation
As the program expanded, the supporting system expanded with it. A real-time pipeline dashboard tracked qualified opportunities by stage and week-over-week progress. Scheduling was connected through Cal.com with rep-based routing logic.
Qualification logic was added to the call scripts so the AI could confirm a prospect fit before continuing. Scripts and voice profiles were adjusted against conversation feedback.
Weekly Friday check-ins gave the team a regular place to compare results, review what had changed, and decide which campaign or process to adjust next.
Handoff and close
As the team grew, Sendora onboarded a new AE with a structured checklist: calendar configuration, CRM permissions, script personalisation, and full end-to-end booking flow verification. All campaigns were paused until the complete flow was confirmed working before volume resumed.
At the close of the engagement, Sendora handed over the enriched lead lists, organized by platform, as a permanent Mallard Bay asset. The outreach infrastructure, integrations, and campaign logic remained with the team.
Five campaign types running simultaneously at peak
Marketplace outreach
Voice + Email + SMSResearch-backed outreach to relevant operators across five marketplace sources, with context tailored to the GuideTech value proposition.
Inbound lead follow-up
Voice + Email + SMSNew inbound leads entered a coordinated follow-up path, giving the team timely context and a clear next action.
No-show re-engagement
Voice + SMS + EmailMeeting-stage triggers started a considerate re-engagement path while the sales team focused on active conversations.
Previous-interest reactivation
Voice + Email + SMSRelevant contacts from prior conversations were reintroduced to a structured follow-up path when the timing became right.
GuideTech education
Voice + EmailSegmented outreach helped self-serve users understand the value of GuideTech and choose the right next step.
Lead sources
Lead sources
Five marketplaces. A wider field of relevant outfitters.
Sendora researched and enriched relevant operators across five marketplaces, giving Mallard Bay a focused list of new opportunities and the context to start better conversations.
FishingBooker
Charter fishing
The largest online marketplace for fishing charter bookings. Captains pay up to 30% per booking in platform commissions.
AnyCreek
Outdoor experiences
Multi-sport outdoor booking platform covering fishing, hunting, and adventure guide experiences across North America.
BookYourHunt
Hunting guides
The primary marketplace for hunting guides and outfitters. High-intent operators paying recurring commissions per booking.
BaitYourHook
Fishing charters
Commission-based platform for fishing charters across coastal and freshwater markets in the US.
Fair Harbor
Marine & charter
Charter management and marketplace platform for fishing boats, sailing, and marine experience operators.
Results
From new opportunity research to repeatable, multi-channel follow-up.
3
Channels coordinated
CRM
HubSpot connected
Opportunity flow
From new opportunity to qualified conversation
Sendora connected the work Mallard Bay needed to expand reach and give its team better conversations to act on.
01
Research
Find relevant operators and capture the context that makes outreach useful.
02
Conversation
Reach out across voice, email, and SMS with a message grounded in that context.
03
Qualification
Answer questions, confirm fit, and identify the right next step.
04
Handoff
Route qualified conversations to the team with the history attached.
Qualified pipeline expanded as marketplace research, inbound follow-up, reactivation, and no-show re-engagement became part of one coordinated growth system.
Mallard Bay's team could spend more of its time on qualified conversations and discovery calls, while Sendora kept the follow-up work organized and visible.
“The pipeline grew exponentially. That's the best use case for AI SDRs in general: it is infinitely more scalable. Anytime we wanted to start a new campaign, we brought it up one week and by the next week we had results to look at.”
Adam, CRO at Mallard Bay
Engagement summary
