Sequence: redesigning multi-channel outreach automation at Sales Marker

Sales Marker is a B2B sales intelligence and automation platform. It uses AI and "intent data" — behavioral signals like web searches — to identify companies actively interested in a product, so sales teams can reach out at the right moment.

It's built for B2B companies with an active new-business function, across industries like SaaS, HR/recruitment, M&A, and sales outsourcing.

As a Product Designer, I was the primary design owner, contributing across the entire product lifecycle and collaborating closely with Product Managers, Engineers, and QA.

I was part of two Product Teams: the Signal team, responsible for intent data pages, lead lists, product management, and the AI dashboard; and the Approach team, responsible for Sequence and multi-channel outreach tools across email, calls, SNS, forms, ads, and letters.

Each team included a PDM, a tech lead, and dedicated frontend, backend, and QA engineers — 8 people on Signal and 7 on Approach.

I contributed to both new feature development and the continuous improvement of existing products, including redesigns and maintenance. We worked in a fast-paced startup environment, with rapid iteration cycles driven by continuous user feedback and evolving sales needs.

Customer insights across Sales Marker revealed recurring pain points. Customer case studies highlighted similar challenges across sales teams:

• Foonz struggled to reproduce successful sales approaches and avoid bias when selecting prospects.
• GO spent significant time identifying and prioritizing prospects, leaving less time for outreach.
• DMM.com lacked visibility into which prospects actually had an active need, making targeting and timing difficult.

Across these use cases, sales teams relied heavily on manual follow-ups and individual experience. They needed a way to identify the right prospects, reach out at the right moment, and scale personalized outreach more consistently.

Looking at the first launch Sequence flow, three main problems stood out.

I worked closely with the PDM to prioritize what shipped each cycle, and with frontend and backend engineers to assess feasibility and define implementation scope.

Through daily stand-ups and ongoing discussions, we continuously aligned on product and implementation decisions. Weekly reviews gave us the opportunity to share progress, incorporate feedback from customers and the Sales team, and iterate and adapt quickly.

The redesigned Sequence gave users a clearer, more flexible way to automate outreach: less manual repetition, more consistent lead journeys, and — with the move to a vertical, real-time-aware flow — a clearer view of what's actually running and when.

These improvements were validated through user testing conducted before launch, as well as feedback collected by the Customer Support team from users actively working with the product. This helped us identify friction points early and refine the experience before release.

The next step for Sequence is AI-assisted creation: generating a complete sequence from a stated objective, including the target audience, channel mix, step intervals, triggers, and message content.

The team is also taking manual configuration further by introducing conditional branching. Users will be able to define different paths based on how a prospect responds to a trigger. For example:

This will allow teams to build more adaptive outreach journeys that respond dynamically to prospect behavior.