PathFactory And Sigstr Integration Gives B2B Marketers New Insight Into Email Signature Marketing Engagement

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B2B marketers can finally deliver recipient-personalized email signature banners at scale and understand how buyers engage with content after they click

The PathFactory and Sigstr integration allows B2B marketers to deliver personalized content experiences in every email their employees send, and access valuable insight about their recipients’ consumption of that content.

PathFactory + Sigstr: Better Together

"We’re excited to partner with Sigstr on this integration because it gives marketers new capabilities for personalizing email signature marketing like they do other channels." –Mark Opauszky, CEO of PathFactory

Today PathFactory, the Content Insight and Activation Platform, announced an integration with Sigstr, the leading email signature marketing solution, to allow B2B marketers to deliver personalized content experiences in every email their employees send, and access valuable insight about their recipients’ consumption of that content.

With the rise of privacy regulations like GDPR and the seemingly never-ending deluge of marketing emails flooding inboxes everywhere, 1-to-1 emails sent by salespeople and customer-facing teams are becoming an important channel through which B2B marketers can reach prospective buyers and current customers with content. This new integration makes it easy for PathFactory and Sigstr customers to link PathFactory Content Tracks to email signature banners within Sigstr with just one click, as well as identify recipients who click on those email signature banners and consume content.

“People are more likely to engage with calls-to-action from someone they know than a broad-based marketing email. We’re excited to partner with Sigstr on this integration because it gives marketers new capabilities for personalizing email signature marketing like they do other channels, and better data about how prospective buyers and customers are engaging with their email signatures,” said Mark Opauszky, CEO of PathFactory.

PathFactory tracks the email recipients’ content consumption to give the entire revenue organization insight into which senders, banners, and content offers generate the highest-quality engagement with key audiences. This insight empowers marketers to optimize email signature campaigns and content strategy, salespeople to identify fast-moving buyers and deliver a more relevant buying process, and customer success teams to identify adoption, advocacy, and up-sell opportunities.

PathFactory’s proprietary dataset and account-based solutions automatically updates Sigstr banners with personalized Content Track destinations based on visitor behavior and firmographic data, helping B2B marketers deliver a more relevant, on-demand experience expected by business consumers – even in 1-to-1 emails. The integration will also give customers the ability to kickstart the banner creation process in Sigstr with images from their PathFactory content library.

“Our team is excited about the marketing possibilities created by this integration between PathFactory and Sigstr,” said Jen Rios, Senior Manager of Demand Generation at Invoca, an industry-leading call tracking and analytics solution, who is a customer of both platforms. “We already distribute new content campaigns via email signatures with Sigstr, and now we can track the content consumption on the other side of those clicks and better align our email signature marketing efforts with our account-based marketing strategies.”

To learn more about the integration between PathFactory and Sigstr, visit: https://pathfac.to/sigstr-integration

https://vimeo.com/299482853

About PathFactory
PathFactory’s Content Insight and Activation Platform helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. PathFactory uses this data and insight to optimize content delivery across every channel, connecting buyers with the most relevant information whenever and wherever they click.

About Sigstr
Sigstr is a relationship marketing platform that turns the billions of 1:1 emails sent every year into powerful brand engagements and practical relationship intelligence. With integrations into the leading CRMs, MAPs and Marketing Technologies, Sigstr helps companies get more out of their employee email by turning it into a channel that understands and engages their most important audiences. Leading brands like AT&T, Amazon, Snowflake, Terminus, and Yext are using Sigstr to amplify the value of every email their employees send.

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Cassandra Jowett
PathFactory
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