Sigstr needed to improve the quality of its prospect interactions by creating personalized, helpful messaging at scale. Uninformed mass emailing just wouldn’t cut it. By adding Salesloft to the mix, Sigstr helped SDRs become more focused, decreasing the number of emails it takes to generate outcomes like demos scheduled.
Who is Sigstr?
Indianapolis-based Sigstr is pioneering new ways to engage with customers. Operating at the intersection of people, communication, and technology, Sigstr helps its clients maximize the impact of every single email sent. Sigstr’s technology helps marketers manage employee email signatures and marketing campaigns at scale, all while providing real-time analytics.
Challenge: Creating Personalized, Helpful, Relevant Messages at Scale
With Sigstr’s focus on generating only the most quality interactions from email, reps needed to improve the quality of communication and response rates when emailing prospects.
We spoke with Dan Hanrahan, CEO of Sigstr about why he began his search for a prospecting tool.
“The added productivity was something we were looking for, but the most important thing for me was learning what works,” said Dan.
Given Sigstr’s product mission and business, it’s no wonder that Dan would be concerned about the quality of every email sent to every prospect. “Everybody at Sigstr is a marketer. Every single message a sales development rep sends represents your brand. We need to find someone that can get to the right person, and we need to send a meaningful message that truly elevates the brand.”
For Dan, uninformed mass emailing was the worst possible avenue that Sigstr could take.
If the message isn’t personalized, helpful and relevant, we risk making a bad first impression with the Sigstr brand. — Dan Hanrahan, CEO at Sigstr
Solution: Keep SDRs Focused, Maximizing Their Time and Effort
Bailey Roberts joined Sigstr out of college as a first-time sales development rep (SDR) and is now working in marketing. She explained how Salesloft simplified the sales development process. “For people like me that were doing it for the first time, it broke it down and made it more simple, less scary.”
For Bailey, implementation was simple and training was light and without hassle.
My first day at Sigstr, I was up and running with Salesloft. Now I have a lot of experience with it, and train our SDR team members. — Bailey Roberts, Marketer at Sigstr
Dan appreciated how Salesloft helped SDRs stay on track in a job that’s very task-heavy with objections, distractions, and follow-ups.
“It takes a lot of work to find the right person. Then when you find them and craft that perfect email, it turns out they’re on vacation. With Salesloft, you still have those people in a cadence so you can more easily manage follow ups and gauge the quality of each interaction.”
Results: Fewer Sends Per Outcome
The number one metric Dan pointed to for gauging the success of using Salesloft was simple: the number of emails it takes to generate an outcome, such as a demo scheduled.
“Isolating what messages generate outcomes helps us identify the messages most applicable to our prospects,” Dan said. “Salesloft helps us better understand what content is resonating with people, and what cadence generates the most response.”
After implementing Salesloft, Dan measured a clear decrease in the number of emails sent per outcome generated. “We went from 20 emails per demo to 10 emails per demo. It’s made our communications with prospects more important and meaningful. Even if it takes a little bit longer to write that message sometimes, it’s well worth the effort.”
Want to learn how you can reach more prospects, too? Check out our guide Everything You Need to Know About Sales Email Personalization.
