How Sigma scaled account-based marketing to keep up its 2x growth
A five-person marketing team supports a go-to-market org of more than 200.
Hollie Aghajani
Staff Product Marketing Manager
Published
Sigma's marketing team is five people. They support a go-to-market org of more than 200, at a company that more than doubled its ARR in the year ending January 2026.
A year ago, a new page took close to a month, call it two weeks on a good one. The team was on a different platform, and the time it took to produce pages was, in Luke Stanke's words, “their number one problem.” Marketing was running two to three iterations behind the field, which he points to a combination of resourcing and the technology supporting it.
Luke, who leads marketing at Sigma, knew the fix had to start with
"We needed structured data, and that's where Sanity came in for us, by far. Someone nontechnical on our marketing team can make an update, and so can someone more technical. We had such a bottleneck before.”
The goal was never a faster website. It was a website that other people at the company, and agents, could build on without going through and waiting on his team.
The Sigma site is assembled from 128 section types shared across 11 page categories that draw on one shared page builder. Instead of 11 different page building systems, there is one shared vocabulary for building pages.
Every section carries four things:
- A schema, which defines the valid fields and the shape of the data. It lives in Sanity, so content is validated against it and an agent can check its own output.
- A readme, which explains what the section is for, when to use it, what props it takes, and what good usage looks like.
- A screenshot, which shows what the section looks like. It serves the agent as a visual reference and the editor as a preview in the page builder, so nobody is choosing a section based on its name.
- A skill, which covers how to use or build that section.
The schema is what makes a page machine-readable. The other three are what make it machine-buildable, because two sections can take identical fields and belong in completely different places on a page.
The page builder agent reads the prompt, works out what kind of page it is, and composes it from sections that already exist, quoting the readme line that justifies each pick so a reviewer can scan the reasoning.
When no existing section fits, a create-section skill builds a new one. It doesn't improvise a one-off for that page. It produces the full set: component, schema, readme, screenshot, and CI checks and tests. The new section then joins the shared page builder, which means it is available on all 11 page types from that moment on.
Luke builds an account-based marketing (ABM) landing page from one prompt. The agent reads Sigma's own telemetry on similar customers in the prospect's industry, pulls their Wistia video transcripts, matches them to the topic, and places the right videos itself.
A page takes about five minutes to build, and checking it takes under two. Whoever built it is mostly looking for an obvious blunder, like the wrong company name. Then it goes to staging for review before it ships.
The same workflow is in the hands of Sigma's business development reps, who build their own account pages rather than filing a request and waiting.
Sigma has somewhere between 600 and 700 blog posts live at any time. The calls to action and recommended content at the bottom of each one used to be somewhat arbitrary, which Luke describes as the normal state of affairs: you reach the end of a post, and you get related articles.
Now a blog agent runs a basket analysis on performance once a week and pushes updated recommendations into Sanity, so what gets recommended reflects what is actually being read together. It’s an example of a small, repeating gain.
A rep who wants an account page no longer files a ticket. They build it themselves, on the spot. About 40 BDRs use it today, shipping on average five pages a week for their target accounts.
When asked about impact, Luke gave a rough tally: ABM pages are about 2 points and the blog another 2 to 3 percentage points higher in web conversions. The small, repeatable increases lead to a larger picture of business success.
"It's everyone's collective jobs in their one area to make it easy for everyone else to go do that one thing."
For the marketing team, the website stopped being the bottleneck.
The web team at Sigma is three to four people. They rotate a 30-minute meeting on Mondays, decide what to act on, assign it in the meeting, and are done for the week. Luke's other measure is attention. The space the website takes up in the team's heads, compared with a year ago, is, in his word, microscopic.
An agent can only build what it can understand. Sigma put the structure in Sanity so the agent always knows what a valid page is made of, then documented what each of their 128 sections is for so it picks the right one.
The result is a website that 40 BDRs and agents can build on, from the same section library and the same structured content, at scale.