SMB-focused digital marketing platform Hibu announced this week that it will acquire martech innovator Signpost. Among other things, the acquisition broadens and deepens Hibu’s suite of digital marketing products. This is particularly the case within Signpost’s specialty in marketing automation.
Zeroing in on that last part, when it comes to SMB marketing, automation is always a plus. Specifically, Signposts’s software is known for its Instant Response, which empowers SMBs to build and deploy text and email marketing campaigns, as well as respond to leads via automated text messages.
Similarly, its Messaging Hub lets SMBs manage communications across platforms from a single integrated dashboard. That includes the ability to collect and organize customer feedback and reviews. In short, Signpost federates and automates a fragmented and orbiting set of SMB marketing functions.
The outcome of all the above, and the plain-spoken value proposition to SMBs, is to acquire, retain, and cultivate customer relationships. Signpost also stresses the ability to boost conversions and customer lifetime value from digital marketing – all things that speak the language of the average SMB.
“This acquisition provides a feature-rich technology platform that is highly complementary to our existing digital marketing solutions,” Hibu CEO Kevin Jasper told Localogy Insider, “enabling us to better serve the unique digital marketing needs of our SMB customers.”
Stress Tested
As for how all this will integrate with Hibu’s platform, it appears that Signpost’s offerings will be added to its portfolio of products sold to SMBs. And beyond sitting alongside Hibu’s existing offerings, there will likely be more atomized integrations of Signposts underlying technology in Hibu Assistant.
In fact, this has already been underway for the past few years as Hibu has integrated and stress-tested elements of Signpost’s technology into the Hibu Assistant offering. For those unfamiliar, Assistant lets SMBs track customer interactions and execute automated email and text marketing campaigns.
Speaking of integrations, Signpost people will also be welcomed to the Hibu team according to a company release, though specifics and names weren’t mentioned. We’ll likely know more on that front in the coming weeks and months. Meanwhile, we congratulate both companies on the milestone.
“We are excited to continue our growth journey through investments in technology that will enable us to continue delivering best-in-class results for our clients,” said Jasper.
