Fostering Connections with Different Audiences
Lifecycle email campaign for Sigma Mergers & Acquisitions
The Challenge
Selling a business is a long, relationship-driven process. Buyers, sellers, and referral partners all require different information at different stages of their journey, making it difficult to deliver timely, relevant communication at scale. Sigma Mergers & Acquisitions needed a lifecycle marketing strategy that would connect with each audience, build trust over time, and keep prospects engaged without relying solely on one-off email campaigns.
My Role
Instead of blasting the same message to everyone, I built tailored lifecycle workflows for each audience: buyers, sellers, and referral partners. On the right is a brief recreation of the buyer lifecycle workflow.
Every sequence was designed to feel useful, not generic, with content that answered real questions, built trust, and kept the conversation going long after the first touchpoint without being annoying. After the workflow has been completed, the contact was automatically enrolled in the company’s monthly email newsletter.
Results
By combining thoughtful audience segmentation with educational content and marketing automation, I helped create an email strategy that kept prospects engaged throughout a complex buying journey while supporting Sigma's broader marketing goals. While this was a year-round campaign, the following data points are from April 17, 2026 to July 15, 2026:
75% average open rate
47.1% average click-through rate
Highly targeted messaging across three distinct B2B audiences
End-to-end campaign ownership, including strategy, copywriting, email design, automation, and audience segmentation