Email signature marketing software from Sigstr enables tailored content to specific accounts, industries, regions
Sigstr, a cloud platform for employee email personalization, announced today the launch of its new Account-Based Marketing (ABM) functionality. For the first time, marketers can tap into employee emails to deliver 1:1 targeted content to specific accounts, industries, and regions. Sigstr’s ABM functionality is available through its Target plan, which also includes recipient-level reporting and time-based analytics.
Using Sigstr Campaigns, the new ABM functionality allows customers to assign an email signature campaign to individual recipients. When users email recipients associated with an ABM campaign, the Sigstr platform dynamically serves personalized content.
According to a Demand Metric study, 55% of businesses using ABM tactics have seen increased conversion rates and pipeline opportunities. Additionally, 83% have seen increased engagement with target accounts.
“Employee email is a natural account-based marketing channel. The Sigstr platform knows the sender and recipient, and therefore we are able to deliver the most accurate ABM targeting in the market,” said Bryan Wade, CEO at Sigstr. “Delivering personalized content accelerates the sales pipeline and engages your most important customers.”
Earlier in March, I had the opportunity to interview Bryan Wade, CEO at Sigstr. In that conversation, Bryan had hinted about how he sees marketing stacks converging and consolidating over the existing Marketing Cloud offerings. He had said, “There will continue to be consolidation as the mega clouds work to deliver on their promise as a one stop shop. This has happened before in our industry and I believe we’ll see marketers try to put all their eggs in one basket. By doing so they will give up 20-30% of the functionality they could get by going best of the breed. Some organizations will tolerate that deficit for a corporate standard, and others will focus on being on the leading edge of innovation. I think those on the leading edge will win out.”
Recommended Read: Interview with Bryan Wade, CEO – Sigstr
The ABM functionality is designed to increase account relevance, align email signature marketing activity with account strategies, increase campaign engagement and inspire customers and prospects with compelling content.
“For our ABM strategy, we work closely with sales to identify the accounts to target and then use personalized, timed communications to engage those contacts across multiple channels, including email, social, and retargeting,” said Michelle Huff, CMO at Act-On Software. “And now with Sigstr’s new ABM functionality we can include employee email into the marketing mix and deliver even more personalized engagements at scale.”
Coincidentally, the latest announcement comes the same day Terminus, the leading enabler of ABM for B2B marketers and sales teams, announced raising $10.3 million in Series B funding. This is the second major funding announcement within hours after Mintigo also landed $10 million Series E funding from its investors. The developments within ABM ecosystem augurs well for the martech industry, and we have a fair idea about how the trends are shaping up for the rest of the year.