Terminus Acquires Sigstr

Sigstr Location Intelligence analyzes the strength of connections at the metro level.
Sigstr location intelligence analyzes the strength of connections at the metro level.

ABM platform vendor Terminus acquired email analytics vendor Sigstr earlier this week.  The full 60-person Sigstr team will be joining Terminus, including CEO Bryan Wade.  Sigstr has received $11 million in funding across multiple rounds.  Sigstr’s flagship product inserts customized banner advertising in signature blocks.  In 2018, the firm launched Pulse, which tracks relationship strength based upon email opens, response times, messaging velocity, and generated calendar invitations.

“Combining our solution with the Terminus platform activates an untapped channel that changes how businesses engage with target accounts,” wrote Wade.  “We’re long-standing partners from both a technology and go-to-market perspective, making this combination a no-brainer and massive opportunity for our combined customers, and account-centric businesses everywhere looking to sharpen how they engage across the entire customer lifecycle.”

The merged company will be able to “determine their best-fit segments, prioritize accounts, and identify the next-best-action for execution.” Terminus can now align account-based messaging across the full lifecycle, prioritize accounts and assess buying team interactions, and integrate ABM messaging with employee email marketing.

“[Pulse] Relationship data adds a rich 1st-party piece of intelligence to your account-based efforts.  To deliver this information, Sigstr uses its proprietary Relationship Score, which analyzes the email and calendar interactions between employees at your company and those at your customer and prospective customer accounts.  It provides detailed insights into the sentiment and strength of relationships at an account, buying team, and individual level.  Utilizing this data set alongside engagement and intent intelligence already native to the Terminus platform supercharges how your revenue teams prioritize efforts and take action.”

Bryan Brown, Terminus Chief Product Officer

“I couldn’t’ be more excited about bringing two powerhouse teams together to shape the future of B2B marketing,” said High Alpha managing partner Scott Dorsey.  “Category leaders are built around great teams and innovative products.  This team has exactly what it takes.”

Sigstr customers include AT&T, Amazon, and United Way.  Terminus was also a long-time customer.  The firm blogged that the deal was “a reflection of both our confidence in and reliance upon Sigstr as a staple of our marketing strategy.”

Terms of the deal were not disclosed.

Earlier this month, Terminus named Tim Kopp their new CEO and Chairman.  Kopp is the former CMO of ExactTarget and is a Partner of Hyde Park Ventures.  Former Terminus CEO Eric Spett continues as a member of the Board.

“Marketing and business are at a crossroads.  We’re shifting to a new frontier of automation that prioritizes more effective account targeting, engagement, and acquisition,” said Kopp.  “The emerging generation of CMOs is transitioning toward hyper-targeted campaigns and intelligent, data-driven digital marketing.  ABM has moved past marketing, and Terminus is the definitive leader powering account-based transformation and helping businesses achieve rapid, long-term growth.”

Quora: How can you export Linkedin leads/contacts into a database?

LinkedIn does not permit lead/contact downloading. This is part of the privacy agreement they have with their members.

That being said, there are some workarounds. The first is to license Salesforce Navigator which maintains a set of Accounts (companies) and Leads (contacts) within the product. While not downloadable, you receive alerts on those contacts along with messaging tools (InMail, messaging, and PointDrive).

You can also download accounts and contacts (called Leads within Sales Navigator) from Salesforce or MS Dynamics to LinkedIn Sales Navigator. While company and contact data is view only within CRMs, any data entered into LinkedIn (e.g. Notes, InMails) is uploaded to your CRM.

Sales Navigator includes a set of SNAP connectors for CRM, Sales Engagement, and other platforms. This tool provides a subset of Sales Navigator and Functionality within enterprise software. Features include profile viewing, InMail, connections, and icebreakers (talking points).

LinkedIn SNAP Connector within a Salesforce Opportunity Record (View Only).
LinkedIn SNAP Connector within a Salesforce Opportunity Record (View Only).

Option 2 is to license a chrome extension which recognizes domain names and LinkedIn profiles and matches them against their reference database. They then provide contact details and company firmographics within a right-handed side window. These databases usually include email and phone information not available in LinkedIn. Some include other details such as company technographics, news, and Alexa scores. Vendors with Chrome extensions include Zoominfo ReachOut, DiscoverOrg, HG Insights, DataFox, RingLead, Sigstr, PersistIQ, and Pitchbook.

The Zoominfo ReachOut Chrome extension supports contact prospecting at companies along with on-demand company and contact profiles based upon the current LinkedIn page or company domain.

Chrome extensions support send to Salesforce, MS Dynamics, Outreach, and SalesLoft features. Thus, you can be researching a company or contact, click on the extension icon, and kick off a sales engagement cadence within a few seconds (longer if you pause to review the enhanced profiles). A few even include contact prospecting for companies so you can search for specific company roles and

  • Add them to your CRM as contacts or leads individually or in bulk
  • Be notified of contacts already in your CRM (to avoid duplicates)
  • Kick off a Sales Engagement cadence / sequence
  • Research employees

Sigstr Pulse Released

Sigstr recently announced the launch of its new relationship marketing platform and Sigstr Pulse application.  The new cloud offering analyzes email and calendar patterns to determine the strength of relationships between employees and prospects.  Instead of determining engagement as clickthroughs and web visits, Sigstr Pulse determines relationship strength based upon employee interactions with prospects.  Data is collected passively with sales reps not required to take any action.

According to Sigstr, “Revenue lags relationships. When you understand the quality of relationships, marketers can provide better air coverage and sales can forecast better.”

Sigstr calls out relationships between employees, accounts, contacts, and location; scores the strength of those relationships; assesses relationship strength over time; and helps identify warm introductions.  As a relationship marketing platform, Sigstr visualizes the relationships with key accounts and determines “which contacts you know best and which you need to know better.”

Sigstr argues that corporate inboxes and calendars are the best source for measuring relationships.  Relationships “live and grow in the inbox,” said Sigstr CEO Bryan Wade.

“Relationships are the lifeblood of every business, and no other system tracks who has relationships with whom better than a corporate email system. Sigstr Pulse allows marketers to effortlessly solve a problem everyone knows they have, making it easy to understand your organization’s complex web of relationships and take action on them. One practical example is in event marketing, as brands can send invitations to potential attendees based on the hierarchy of relationships within an organization,” said Wade. “Our platform is already in the email flow of hundreds of thousands of employees at some of the world’s largest brands, which means they can flip a switch to turn on relationship marketing via Sigstr Pulse. As we’re marketing in the era of GDPR, tapping into coworkers’ existing business relationships means less cold calling and more productive marketing.”

.Sigstr Location Intelligence analyzes the strength of connections at the metro level.
Sigstr Location Intelligence analyzes the strength of connections at the metro level.

Sigstr provides location-based intelligence to help identify where contacts are located.  This intelligence assists with on-site meeting planning, territory assignment, and assessing relationship strength at the location level.  Location-based intelligence can also be employed for event planning and marketing.

Sigstr evaluates relationship strength based upon the frequency, recency, and directionality of communications along with the acceptance of calendar invites. Users are able to build targeted lists, identify strong relationships with the company for referrals, and evaluate how relationships are strengthening or atrophying at ABM accounts.

“Sigstr has expanded the opportunity for marketing and sales teams by allowing them to make the person-to-person connections they need through existing relationships within the organization.  Email is at the center of nearly every professional’s daily workflow, and now they can use those interactions to build their business beyond just the conversations they’re having.”

  • Matt Heinz, President of Heinz Marketing

Sigstr does not yet have the functionality to exclude specific individuals or departments from your relationship data, but there are controls that manage which inboxes are integrated with Sigstr Pulse. Users cannot yet block access to relationships for teams involved in confidential communications such as litigation, M&A, and partnerships. Likewise, individuals cannot opt out if they wish to retain control over their relationships. As this is a V1 release, it is likely that their customers will demand such controls to be added.

Sigstr does have GDPR controls in place to modify or delete specific users, if users wish to remove their personal information.

Sigstr Pulse supports a Chrome Connector which provides on demand company and contact relationship insights while browsing the web.

Sigstr Chrome Connector.
Sigstr Chrome Connector.

Sigstr Pulse pricing is based on number of users (logging into the application and downloading the Chrome extension) and email volume.

Sigstr also offers an email signature marketing application which provides custom messaging and banners within employee email signature blocks.