OneSignal’s marketing team has long believed in meeting buyers early – before a form fill, before an RFP, before intent is obvious. But translating that philosophy into repeatable, signal-based outreach created heavy operational lift: dozens of sequences per signal, constant maintenance, and scattered context for SDRs. 

When UserGems introduced Gem-E, its AI agent for multi-signal outreach, OneSignal saw a chance to keep the strategy – and ditch the busywork.

From signals to scalability

Francesca Roncaglia, who leads Lifecycle and Demand Generation at OneSignal, had already proven the power of signal-based marketing. Champion Tracking consistently opened warm conversations; layering in website traffic and promotions promised even more relevance.

The problem was scale. Each new signal meant another bespoke sequence, another set of copy variants, and more time spent orchestrating instead of engaging.

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Enter Gem-E, AI outbound agent

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Gem-E changed the workflow. Instead of building and managing multiple separate sequences, OneSignal consolidated signals – including Champion Tracking, Website Traffic, and Promotions – into a single AI-powered sequence that drafts relevant, personalized emails for SDRs. 

Those contacts and pre-drafted emails land in Salesforce queues with the right context, so reps can quickly review, tweak, and send. The result: the same thoughtful outreach, now powered by an AI sidekick that does the heavy lifting.

Guided by the UserGems’ CSM team, OneSignal went live smoothly and seamlessly. What previously required hours of sequence writing and setup per signal boiled down to creating a Gem-E sequence in about an hour – a significant shift from their previous vendor experience.

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Early wins: Efficiency now, pipeline next

OneSignal is still early in their Gem-E program, but Gem-E is already delivering measurable operational efficiency:

• Fewer sequences, more relevance: Multiple signals feed one AI-driven flow instead of spawning separate campaigns.
  
  
• Time back to the team: Marketing avoids hours of duplicative setup and maintenance; SDRs start from high-quality drafts rather than blank pages.
  
  
• Consistency with flexibility: Messages stay on-brand and on-signal, while reps retain control to personalize.
  
  

That foundation matters. By converting fragmented operations into a unified AI and signal-based GTM motion, OneSignal is poised to accelerate the same warm-signal plays that have already yielded faster-than-usual closes – now with less friction and more coverage.

“We went from needing many different sequences for each signal to combining them into relevant, personalized emails—that saved everyone a lot of time. The onboarding was great and seamless, and once it was set up, it’s very easy to maintain.” - Francesca Roncaglia, Lifecycle & Demand Generation, OneSignal

Looking ahead

For OneSignal, Gem-E isn’t a replacement for smart marketing – it’s a force multiplier. The team will continue to use UserGems to capture additional signals, and have Gem-E handle the orchestration and email writing, ensuring prospects hear from OneSignal at the right moment with the right message. 

As the pilot matures, the expectation is simple: preserve the high intent of warm signals, increase the volume of timely touchpoints, and do it all with a fraction of the manual lift.

Gem-E brings the craft of thoughtful outreach and the speed of AI into the same motion – so OneSignal’s team can spend less time building campaigns and more time building relationships.

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