Terminus Enhancements

ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.”  New features include global targeting, chat playbooks, and Live View.  Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns.  The functionality is generally available as of February 24.

International Targeting is country-based, with campaign-based budgets and timelines.  Users can also target ABM accounts or focus on an enterprise account in specific countries.

Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten.  The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”

The new Live View feature lets reps proactively engage website visitors.  Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.

In March, a new Advertising Insights report will be available in the Measurements Studio.  The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals.  Advertising Insights measures advertising effectiveness and ties its impact to account-based execution.  Digital Marketers can assess site visits and leads driven through Terminus advertising.  Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.

“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.


Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.

Terminus – Outreach Integration

ABM Platform Terminus and Sales Engagement Platform Outreach rolled out an integrated solution to enhance ABM workflows based on shared account data and personalized messaging.  Terminus account data identifies “high-value accounts in real-time to easily kick off highly personalized sequences to the accounts that their marketing teams are targeting.” Outreach multi-channel sequences have been tied into Terminus chat, email signature advertising, and website personalization, providing a personalized customer experience and account-based routing.

“It’s our mission to help marketing and sales together drive full-funnel account engagement,” said Terminus CEO Tim Kopp.  “Now with Terminus, Outreach customers can leverage the powerful account intelligence available in Terminus along with their existing sales engagement programs.   This makes it easier than ever for marketing and sales to better engage with the right accounts and deliver a cohesive experience at every point of the customer journey.”

The integration helps promote sales and marketing alignment through shared data and messaging tools that reduce the friction across email, website, and chat.  

“Meaningful revenue growth happens when sales and marketing are completely aligned and focusing on the accounts that matter most,” remarked Terminus Marketing VP Justin Keller. “Most of the time, that’s easier said than done, but we’re extremely jazzed about this integration because it makes that alignment simple and automatic.”

Terminus’ Chat from Anywhere functionality, based on their 2020 Ramble acquisition, routes chats to the most appropriate sales rep.  Chat from Anywhere links may be embedded in Outreach emails as a CTA.  The chatbot initially manages the conversation before routing the chat to the sales rep.  If the rep isn’t available, the bot can offer to schedule a meeting, offer content, or qualify the prospect.

Chat conversation logs are stored within Outreach notes.

Along with email, Terminus Chat from Anywhere links can be embedded in LinkedIn, Twitter, Landing Pages, etc.

“Rather than an asynchronous back-and-forth on email, you can pull the people you’re emailing directly into a live conversation with your sales team where they can provide a highly-personalized experience based on the account data available from Terminus,” blogged Keller.

The partnership also supports email banner marketing based upon Terminus’ Sigstr acquisition.  Terminus can embed targeted, personalized ads within the signature block of sequenced emails. “This capability opens up a massive new advertising channel ready to promote your most important initiatives,” wrote Keller.  “From general promotion of things like content or events, to targeted one-to-one campaigns that garner outrageous engagement.”

Conversations that originate on a website are now automatically routed to the appropriate account owner in Outreach.  Based on the conversation, those visitors can be automatically enrolled in Outreach sequences to ensure they stay engaged after the chat ends.

“While some segments of the economy are coming back strong, there are still many sectors struggling to find their footing in this new world. Sales and marketing teams are looking to make the most out of fewer accounts and are relying on account-based marketing to drive more revenue,” said Outreach CEO Manny Medina.  “But a solid ABM strategy is nothing without powerful data behind it. This integration brings together the actionable insights from Outreach with Terminus’ account intelligence data in one single solution. These connected workflows help sales and marketing accelerate the cycle from engagement to revenue and meet growth expectations as they navigate evolving sector dynamics.”

Terminus Engagement Hub

ABM Platform vendor Terminus announced the immediate availability of the Terminus Engagement Hub, which applies data and attribution for advertising, email, web, and chat.  The hub includes integration of RambleChat, its newly acquired account-based chat service.  Other new capabilities include Trended ABM Scorecards and new target account list building rules.

Terminus’ Chat from Anywhere functionality allows sales and marketing to embed chat links in email, LinkedIn, Twitter, digital ads, QR codes, proposals, and other outbound communications and media.  Chat from Anywhere moves beyond the company website and enables it contextually through a broad set of communications channels.  Thus, chats are attached to the proper account, routed to the account owner, and attributed to the campaigns and actions which drove the engagement.

Chat from Anywhere is also integrated into SalesLoft and Salesforce, with employees responding via web browsers or mobile apps.  Chat-based Leads are mapped to Salesforce.  If the lead is not in Salesforce, then a new contact or lead is created by Terminus Chat.

The enhanced ABM Scorecards “help identify success across market segments over time, prove value, track win rates, and compare performance to prior periods.”

Terminus expanded its ABM Dashboards and custom views, including views of Engaged Accounts, ABM Win Rate, Opportunities Created, Revenue by Industry, and Pipeline by Program.

New Data Studio features include account filters ”based on advertising performance and engagement metrics for next best actions.”   

New list building functionality “enables users to import and connect Salesforce Account IDs and push lists across engagement channels while also connecting those audiences to powerful measurement and attribution analytics.”

“We’ve taken our powerful data and attribution capabilities in Terminus and separated it into two parts – Data Studio and Measurement Studio. We’ve also integrated new marketing channels to help marketers create experiences for their prospects and customers.  Advertising Experiences, Email Experiences, Web Experiences, and Chat Experiences are all now available in one place; all in the Terminus Engagement Hub. It’s never been easier to run coordinated, multi-channel marketing campaigns.”

Terminus Chief Product Officer Bryan Wade

“ABM is more than a marketing strategy, it’s a business strategy.  And it’s more important than ever,” continued Wade.  “Marketers are challenged to nurture an existing customer base while still driving quality top-of-funnel activity, all in a digital world.  Now with the Terminus Engagement Hub, our customers can own every point of engagement with target audiences and track all activity at the account-level in a single platform.  Full-funnel ABM is now easier than ever.”

Terminus Acquires Ramble (Part II)

Last Friday, I began my coverage of Terminus’ acquisition of Ramble. The deal adds in-house ABM chat capabilities to Terminus’ ABM platform. It is a logical platform extension as Ramble’s ABM Chat Anywhere capabilities support both inbound web chat and chat links for social, email, digital advertising, etc. Ramble has also launched ABM chat capabilities within SalesLoft and Salesforce.

“By now, no one needs convincing that chat is more powerful than forms,” said Terminus Chief Product Officer Bryan Brown.  “Data shows websites with sales chat enjoy an 82% increase in conversations over those without it and a 256% increase in outbound email response rate.  There are a lot of terrific chat solutions offered by companies and today, officially, Terminus is one of them.”

“We live in an on-demand society where instant conversation is a new standard for the B2B sales process,” said Ramble CEO Justin McDonald.  “Conversational Marketing and ABM-chat are at the core of what we do, but our vision has taken it further.  We instantly connect buyers with the right sales rep, from the right territory, and the right product line from any online touchpoint.”

Darryl Praill, CMO of Sales Engagement Platform VanillaSoft, is excited about the announcement and opportunity to integrate chat into his campaigns:

“All of these platforms [Terminus, Sigstr, and Ramble] are about three things specifically:

  – Targeting your audience
  – Knowing your target contact and accounts digital ID so that you can recognize them across multiple channels
  – Engaging with them in a live conversation so that you can qualify them

Yes.  You can absolutely do this today by cobbling together different vendors, but you’re limited by their APIs and their roadmap.  By having a single vision and a master platform under the guidance of one development team, ABM is maturing into a beast and Terminus has clearly taken the lead on this, moving much faster and more aggressively and more confidently than the other players in the space.”

Darryl Praill, VanillaSoft CMO

The full Ramble team is joining Terminus with McDonald being named General Manager of Chat.  Both Ramble and Terminus are headquartered in Atlanta.

Terminus has assembled an impressive executive team with deep executive experience in the MarTech space.  CEO and Chairman Tim Kopp was the CMO at ExactTarget which was acquired by Salesforce.  He also is a General Partner and Managing Director at Hyde Park Venture Partners and serves on G2.com’s Board.  Chief Product Officer Bryan Brown was the VP of Product Strategy at SilverPop and the Product Strategy Executive for Commerce Marketing and Analytics at IBM.  Chief Customer Officer Bryan Wade was CEO at Sigstr and SVP and Chief Product Officer for the Salesforce Marketing Cloud.  CMO Derek Slayton held the GM & Global Leader position in Dun & Bradstreet’s Sales & Marketing division, joining them from NetProspex where he was the CMO.  Chief Evangelist Sangram Vajre co-founded Terminus and heads up the FlipMyFunnel Movement.  He also served as the Head of Marketing at Pardot.

Many of these execs held leadership positions at marketing automation and omni-channel marketing platforms (e.g. ExactTarget, SilverPop, and Pardot).  They well understand the strengths and weaknesses of MAPs.  For example, MAPs are lead-based, not account-centric like Terminus and Ramble.  As ABM continues to ascend and a greater focus is placed on orchestrated communications and attribution across the account, platforms such as Terminus, Demandbase, 6Sense, and Engagio are better situated to meet the requirements of B2B CMOs.

Ramble Chat Anywhere Features (Source: Ramble)

Terminus Acquires Ramble

Yesterday, ABM Platform vendor Terminus announced the acquisition of ABM chat vendor Ramble.  Terminus has acquired three companies in three years: Brightfunnel ABM analytics, Sigstr relationship intelligence, and Ramble account-based chat for sales, marketing, and customer success.

In late 2019, Terminus acquired relationship intelligence vendor Sigstr, which it quickly incorporated into its service.  Sigstr supports signature block advertising within emails, allowing marketing to customize signature block messaging.  Sigstr relationship intelligence analyzes email and calendar patterns across an account to determine a relationship score and relationship strength trends.

Ramble is another logical acquisition as its Chat from Anywhere functionality allows sales and marketing to embed chat links in email, LinkedIn, Twitter, digital ads, QR codes, proposals, and other outbound communications and media.  Chat from anywhere allows chat to move beyond the company website and be contextually enabled through a broad set of communications channels.  Thus, chats are attached to the proper account, routed to the account owner, and attributed to the campaigns and actions which drove the engagement.

Chat from Anywhere is also integrated into SalesLoft and Salesforce with employees responding via web browsers or mobile apps.  Chat-based Leads are mapped to Salesforce.  If the lead is not in Salesforce, then a new contact or lead is created by RambleChat.

“Native chat is a game-changer for our customers as we help them drive full-funnel engagement,” said Terminus CEO Tim Kopp.  “We’re in the middle of a major industry shift – marketers want all-in-one platforms over best-of-breed integrations because, at the end of the day, integrations can only do so much.  Now with Ramble, our customers can personally engage target audiences at any stage of the funnel.  We’re so impressed with this team and couldn’t be more pumped to officially have them as part of Terminus.”

And with 8,000 MarTech vendors populating the ChiefMartec 2020 landscape, vendors that can orchestrate audience selection, multi-channel campaigns, and analytics will have a significant advantage over vendors that serve only one or two channels.

“That’s just too much tech and an endless list of APIs making technologies talk can’t provide elegant and measurable outcomes,” blogged Terminus Chief Product Officer Bryan Brown.

“We will be building the modern marketing cloud, end-to-end with an account based structure, and could not be more excited about it.”

Terminus CEO Tim Kopp

Marketers can personalize the Ramble chat experience via UTM variables.  “This helps marketers personalize the buying experience while also tracking demand generation data, lead flow, conversion metrics, and much more,” said the firm.

As Chat from Anywhere links are tied to Accounts, they automatically route chat conversations to the appropriate sales or customer support rep.

“Bringing Ramble into the Terminus platform makes a ton of sense,” said Ramble CEO Justin McDonald.  “We’re incredibly aligned with Terminus’ vision to build the most robust B2B marketing suite on the market, now including powerful account-based chat capabilities.  Not only is this a strong fit in terms of product, but it’s also a natural fit culturally.  We’re immensely proud to be joining this talented team.”


Continued on Tuesday...

Ramble Marketing Bot

Chat vendor RambleChat released Ramble Marketing Bot, its new chatbot builder for sales and marketing.   According to RambleChat, users can build custom bots in a few minutes that “help businesses qualify leads, start more sales conversations, offer up content, and book meetings for sales 24/7.”

Enterprise and Developer customers can continue to deploy and develop bots through the IBM Watson Assistant integration within the Ramble portal.  Ramble designed their Marketing Bot for firms that lack technical expertise.

Ramble lists the following Ramble Bot features:

  • Easily Qualify Leads & Conversations
  • SDR / BDR After Hours Support
  • Collect Critical Buyer Information
  • Custom Routing
  • Playbook / Bot Cloning
  • Offer Content, Links or Suggestions

Ramble Bots may also be customized by different experiences, pages, and time zones.  For example, users can be supported by different bots based upon time of day, with a more comprehensive bot provided after hours.

Ramble Bots support Ramble’s Chat from Anywhere functionality where a chat may be initiated from emails, LinkedIn posts, display ads, Facebook, or other digital channels.  ABM Anywhere chats may be handled by the bot or immediately routed to the appropriate sales rep.

“Ramble’s unique architecture enables us to deploy chat within third-party applications, like SalesLoft, which changes how sales leaders utilize chat for pipeline contribution.  We not only make chat ‘outbound’ and ‘inbound,’ but we give companies the ability to extend chat anywhere online as a means of instant connection and sales acceleration.  Moving beyond ‘omnichannel’ and towards ‘omnipresence.’”

Ramble CEO Justin McDonald

RambleChat announced that Q1 has been their best quarter so far, with quarter-on-quarter growth of 74% and solid Q1 bookings.  The firm noted a slowdown in March, but “we believe this is only temporary.”

RambleChat – SalesLoft Partnership

Real-time chats with account owners may be initiated from emails or any other outbound or marketing content which supports URLs.
Real-time Ramble chats with account owners may be initiated from SalesLoft emails or any other outbound or marketing content which supports URLs.

Conversational marketing vendor RambleChat is the latest partner available through the SalesLoft app directory.  Along with real-time website chat, joint customers can embed chat into SalesLoft email cadences. RambleChat then routes sales conversations to account owners “providing a more personalized interaction via chat.”  Joint customers can also employ dynamic fields in SalesLoft to customize greetings with personal and company names.

“The SalesLoft/RambleChat integration gives a whole new capability for marketing and sales teams.  RambleChat is the only chat platform that can instantly open chat from any online source.  Ramble then routes sales conversations to the right account owner — enhancing both demand generation and ABM campaigns.  And now, for the first time, chat can be an integral part of sales plays and interactions in the SalesLoft platform.”

Sean Kester, VP of Platform Strategy at SalesLoft.

Single Click Chat (SCC), RambleChat’s patent-pending technology, extends chat capabilities from the website to outbound communications.  So long as a URL can be embedded, chat conversations can be initiated via a click.  Along with corporate websites, SCC enables chat initiation from LinkedIn, Twitter, Facebook, digital ads, landing pages, blogs, QR codes, and product collateral.  SCC allows sales reps to “meet buyers at the moment of interest.”

Ramble automatically logs chat conversation histories and details at the SalesLoft Account level.  When a user navigates to an account, chat history is displayed under the “Notes” section.  If a SalesLoft user desires more in-depth information about the chat conversation, a URL is automatically provided for the user to click.

RambleChat has been in partnership discussions with SalesLoft since at least March when Ramble CEO Justin McDonald attended SalesLoft’s Rainmaker conference.  Instead of simply building a website chat solution, the firms chose to “build better pipelines by extending chat beyond corporate websites and into SalesLoft Cadences and social channels via RambleChat’s Single Click Chat.”

“As we met with joint customers in mid 2018, a constant theme surfaced; the market was struggling to find practical and tangible means of Account-Based Selling and Marketing.  There’s no shortage of ABM technology, but many lacked quick deployment and immediate results for sales organizations. This became the MO for the RambleChat + SalesLoft partnership, and we landed with a more powerful integration that fills the ABM gap for both sales and marketing.”

Ramble CEO Justin McDonald

“I’m immensely excited about our joint efforts.  This integration delivers new opportunities for sales engagement and improves functionality for sales reps to execute account-based selling.  Account-based marketing (ABM) requires an equal effort from Sales, and RambleChat delivers immediate functionality to bridge the gap for SalesLoft customers,” said RambleChat CEO Justin McDonald.

SalesLoft Partner Ecosystem

SalesLoft Partner Ecosystem (March 2019)
SalesLoft Partner Ecosystem (March 2019)

SalesLoft looks for partners that help “activate the authentic seller in everyone,” boost their productivity, and help customers scale their business.  Vendors should be adjacent to Sales Engagement, filling the gaps of functionality in the platform.  

Partners pledge to serve joint customers first, invest in the success of integrations through co-marketing, and “support our developer community, thus enabling innovation,” said VP of Product Strategy Sean Kester.

Kester noted that the partner ecosystem provides a strategic market advantage as it “creates a moat in the ecosystem supplanting us as the dominant #1 player.”  It also “significantly enhances customer LTV (lifetime value) due to the sticky nature of usage” and “drives customer acquisition through the roof, and CAC (customer acquisition cost) down due to leads driven from partners.”

The SalesLoft ecosystem has grown to 54 partners with a million “integration actions executed” over the past six months.  Nearly 2,700 teams have one or two integrations with 800 having implemented three and 500 having four or more integrations.

Kester discussed the partner ecosystem at SalesLoft’s recent #Rainmaker19 conference.

The top partner integrations are LinkedIn Sales Navigator, Sendoso, Showpad, and Vidyard.  VP of Product Strategy Sean Kester called Sales Navigator “by far the most popular integration we have.”  The SNAP integration supports four cadence steps: Account and Lead (contact) research, introductions, connection request, and InMail (Salesforce is an investor in SalesLoft).

Sendoso provides a direct mail service.  Integrated cadence steps allow sales reps to send direct mail, company swag, handwritten notes, eGifts, and Amazon items.

Showpad is integrated with the sales reps’ workflow.  Within SalesLoft, users can easily add content to their email campaigns, and gauge their prospects’ level of interest.  Showpad also provides context-specific content recommendations.

Vidyard GoVideo helps sales reps “easily create polished and personal videos for your prospects using Vidyard GoVideo webcam and screen recorder,” said Kester.  Sales reps can “boost response rates and humanize sales outreach by adding video to your sales emails in SalesLoft.

SalesLoft includes a freemium version and has supported 175,000 platform videos.

New partners include

  • Sales Content: Costello (Playbooks), OneMob (Video), VidGrid (1:1 Video), Outgrow (Interactive Content), Nova.ai (Messaging Hooks)
  • Sales Coaching: Outgrow, Fusion Funnel
  • Sales Intelligence: SalesIntel.io (Contacts), RingLead (Lead Enrichment), Buzzboard (SMB Profiles)
  • Compliance: DataGrail (GDPR)
  • Integration: Fireflies, PieSync, AppBuddy (SFDC Tools), Azuqua, Tray.io
  • Analytics: Triblio (ABM, Intent)
  • Video Conferencing: GoToMeeting; Zoom; JoinMe; WebEx
  • Email: Inbox Ignite (Email Reputation Score), Makesbridge (Mass Email / MAP)
  • Outbound Services: ConnectandSell

SalesLoft announced several partnerships that are in their development pipeline including LeanData, Drift, Ramble Chat, and Seismic.

LeanData provides Lead-to-Account assignments with automated cadences by persona and customized conditions.  Sales Operations defines the lead assignment and routing rules which are displayed as a flow diagram with Send to SalesLoft Cadence steps.  Duplicate checking will prevent a second cadence from being kicked off.

Drift and Ramble Chat are joining Intercom as chat partners.  “Ramble empowers sales engagement customers with a unique ability to extend chat directly through their platform,” said Kester.  “Ramble creates an additional channel of communication for their customer interactions.”

Ramble Chat performs a reverse IP lookup that identifies the account and logs it to Salesforce or SalesLoft, providing a form of first-party intent intelligence.  Both inbound (anonymous) and outbound (Cadence driven) chat are supported with outbound chat connected to the originating sales rep.

“We are excited for our partnership with SalesLoft.  Ramble’s unique architecture enables us to deploy chat within third-party applications, like SalesLoft, which changes how sales leaders utilize chat for pipeline contribution.  We not only make chat ‘outbound’ and ‘inbound,’ but we give companies the ability to extend chat anywhere online as a means of instant connection and sales acceleration.  Moving beyond ‘omnichannel’ and towards ‘omnipresence.’  The full breadth our chat technology can be deployed organically, directly from SalesLoft, which provides a more seamless client experience and new channels for Sales Engagement.”


Ramble CEO Justin McDonald

Seismic offers an enterprise-grade content management system which recommends the next-best action for content.  The platform employs analytics to recommend which content is most likely to resonate with a prospect based on buying stage, vertical, etc.

DataGrail provides a GDPR and CCPA compliance tool which “enforces on-demand access and deletion of a requester’s personal data across all first and third-party/external business systems.”  DataGrail also centralizes customer email preferences.  Other features include the “detection of non-consented or high-risk contacts, including geographic fingerprinting and migration for consented to non-consented purposes” and alerts if a deleted contact is being recreated in a sales or marketing platform.

Current apps are displayed on SalesLoft’s App Directory which helps admins see how integrations work, understand their use cases, and co-market the integration.  A developer’ portal is in development.


Prior articles on SalesLoft Rainmaker 2019: