Pipedrive, the provider of a CRM platform, has made its first acquisition — of Mailigen, an email marketing automation firm based in Riga Latvia. Terms were not disclosed.
Pipedrive seeks to provide “a complete toolkit to organize and accelerate the entire sales cycle that gives businesses and sales professionals total confidence in their abilities,” states CEO and founder Timo Rein.
Founded in 2010, the same year as Pipedrive, Mailigen has 22 employees. Its biggest markets are the U.S., other English-speaking countries, Latvia and Russia.
Mailigen founder and CEO Janis Rozenblats will continue to lead email marketing operations in Riga.
In addition, Riga will serve as a development hub for Pipedrive, joining Prague, Lisbon, Tallinn, and Tartu, Estonia. The company also has offices in New York and Tampa/St.Pete.
The two companies will focus on integration in the near future and plan to create a new offering.
Mailigen’s capabilities include an email builder, analytics support, subscriber list management and automation.
In addition, it helps clients conduct online surveys and SMS marketing.
Pipedrive describes itself as a CRM platform developed from the salesperson’s point of view. It claims it is used by sales teams at over 90,000 companies worldwide.
Pipedrive recently surveyed its customers and found that 38% of sales professionals in the US and UK use email marketing tools as part of lead generation and engagement, and 88% say email helps them meet their objectives.