Sigstr, a cloud platform for employee email personalization, began working with BLASTmedia with the goal of growing awareness of the company among CMOs and other high-level marketing decision makers. As a use-case, Sigstr shared a case study for its client, the Indiana Pacers, with BLASTmedia.
The case study presented a very specific use case — how the Pacers utilized Sigstr to convince major sponsor, supermarket chain Kroger, to renew for another year— and it had originally been published months ago on the Sigstr website. Faced with a dated case study, crowded marketing SaaS landscape and a niche customer story, the team was challenged to uncover the most compelling points to appeal to mass marketers.
BLASTmedia knew that in order for the case study to appeal to top marketing trade outlets, they had to identify and highlight the the Pacers’ use of the email signature marketing tool to increase proven value and ROI for corporate sponsor Kroger through quantitative metrics. BLASTmedia made targeted outreach to select marketing trade outlets with metrics such as brand impressions and signature clicks, as well as graphics designed by Sigstr to highlight key points within the case study.
As with any campaign, BLASTmedia facilitated interview opportunities for spokespeople from both Sigstr and the Pacers and conducted follow-ups to ensure interested media outlets had sufficient data. The team also encouraged outlets to include a link back to Sigstr.com and/or the case study on the Sigstr website for additional data points.
BLASTmedia secured an interview for Sigstr’s VP of customer success with Mobile Marketer, a trade publication providing news and original analysis of the mobile marketing industry. The resulting piece, “How an NBA team used email signatures to hold onto a sponsor,” detailed the case study with a link back to the full results on Sigstr’s website.
In less than one month, 157 who people read the article also clicked through to the Sigstr website to view the full case study. Views of the case study resulted in multiple demo requests—including requests from an NCAA conference sports network, a major men’s professional sports league and an NCAA Division I athletics program—and ultimately, an annual contract with the LA Galaxy.
Additional media outlets that covered the case study included 60 Second Marketer, Marketing DIVE, TechDecisions, and Email Marketing Daily.
