Pipedrive, a sales CRM startup founded in Estonia, has acquired Latvian email marketing automation startup Mailigen for an undisclosed amount. The two companies plan to spend the next few months working on product and team integration and come to the market with a “new, high-value offering for customers.”
This is the first acquisition in the history of Pipedrive. The main idea behind the purchase is to integrate the email marketing solutions of Mailigen into Pipedrive CRM. The company cited a survey among its customers that indicated that “38% of sales professionals in the US and UK use email marketing tools as part of lead generation and engagement of customers,” while “88% of Pipedrive users involved in marketing at their company say that email marketing is important in helping them to meet their objectives.”
Both Pipedrive and Mailigen were founded in the Baltics in 2010, and have come a long way since then. Mailigen has raised a humble €295,000 in funding, and currently employs 22 people in its Riga headquarters. This office will now become a development centre for Pipedrive focused on email marketing, led by Mailigen’s CEO and co-founder Janis Rozenblats.
Pipedrive, on the other hand, has secured a total of some $90 million and bills itself as one of the world’s leading sales CRM systems. It claims to be used by 90,000 sales teams worldwide and has offices in Dublin, Lisbon, London, New York, Prague, Tampa/St. Pete, Tallinn, and Tartu.