How Sigma scaled account-based marketing to keep up its 2x growth
Blog post from Sanity
Sigma’s five-person marketing team replaced a slow, bottlenecked web-production process with a structured-content system in Sanity that enables employees and agents to assemble validated pages from a shared library of 128 reusable sections across 11 page types. Each section includes a data schema, usage documentation, visual reference, and implementation skill, allowing agents to select appropriate components, explain their choices, and create fully documented and tested new sections when needed. This foundation supports account-based marketing pages generated from a single prompt using customer telemetry and relevant video transcripts, reducing page creation to about five minutes and allowing roughly 40 business development representatives to publish an average of five pages weekly without submitting requests to marketing. A separate blog agent updates article recommendations weekly based on content-performance basket analysis, keeping calls to action more relevant. Sigma estimates that ABM pages improve web conversion by about two percentage points and blog improvements add another two to three points, while substantially reducing the web team’s workload and the attention required to maintain the site.
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