Terminus announced a set of additional “full-funnel marketing” features to its ABM platform. New B2B account-based marketing capabilities include dynamic web personalization, lead-to-account matching, account engagement scores, expanded ABM reporting, and streamlined workflows.
Dynamic Web Personalization ensures a “consistent and relevant experience” to website visitors independent of their originating channel. With web personalization, markers can serve up “visually impactful content [that] appears depending on what segment a visitor is in, allowing every page on your website to dynamically deliver relevant information.” Marketers do not need to build multiple landing pages. Terminus supports personalization by industry, revenue range, intent, relationship, engagement, CRM stage, or Target Account List in the Account Hub.
The new Lead-to-Account matching ties leads to the appropriate Salesforce Account record. The Lead-to-Account capability is powered by the Terminus B2B Account Graph that helps marketing “maintain CRM accuracy, enable custom reports and workflows, and keep sales teams organized and thinking about the entire buying committee.”
Terminus, which already provides relationship scores, added engagement scoring to its analytical tool kit. As engagement varies by company and market, “users can now configure how valuable various digital touchpoints are to better report on what accounts are engaged in the ABM Scorecard.” The ABM Scorecard is a marketing dashboard that evaluates marketing’s impact on engagement, pipeline, and revenue. The ABM Scorecard assesses engagement impact across both time and segment.
“If you are struggling to understand how to measure the ROI of your account-based marketing program, the updated ABM scorecard with Trends is a great way to prove that you are driving desired business outcomes. You can do this by segmenting by your targeted accounts and layering in Terminus firmographics to quickly see pipeline and revenue by industry, revenue range, employee range, etc. to show your CMO how you are driving results over time. This enhanced scorecard allows you to quickly see how each one of your ABM programs is getting to engagement, pipeline, and revenue goals. By trending your key marketing KPIs you can see if you’re accelerating or decelerating toward your goals, so you can easily pivot if necessary.”
Terminus VP of Growth and Product Marketing Janet Polyakov
Terminus completed its Sigstr integration following its late 2019 acquisition of the relationship intelligence firm. Sigstr analyzes communications patterns in employee emails, helping determine both account and contact relationship strength.
“These Relationship Scores are a unique, first-party data source that informs teams how their relationships with specific accounts and contacts are improving or degrading over time by providing buying intent signals, sales coaching opportunities, and more accurate pipeline forecasting,” said Terminus. “Additionally, Sigstr’s email marketing capabilities enable users to unify messaging across the web, owned websites, and the inbox. The new capability provides users the ability to centrally control the email signatures of their employees while promoting dynamic, personalized content to the most engaged audiences in the inbox.”
Other new features include a native integration with Google Analytics and enhanced ad campaign reporting with trended advertising metrics.
“With these new capabilities, we’ve doubled down on our effort to be the most complete account-based platform on the market,” said Bryan Brown, chief product officer at Terminus. “As marketers’ jobs become more demanding, it’s critical that they are able to execute with agility across multiple points of interaction, be it ads, web, or email, all from a single platform. Terminus enables users to easily measure business outcomes well beyond clicks and leads that facilitate better collaboration across teams and deliver higher quality engagements.”