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...

Terminus Full-Funnel Marketing

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.”

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.”

Bombora Workflows & Partnerships

A/B Testing analysis of Company Surge variables in LinkedIn Campaign Manager
A/B Testing analysis of Bombora Company Surge variables in LinkedIn Campaign Manager

Intent data vendor Bombora has enlarged its direct sales team and is looking to shift from data resellers to OEM partnerships.  The OEM partnerships will deliver a “limited but powerful amount of data (or limited supported use case)” to customers and partners that want full, direct access.  Terminus is their first OEM partnership, but Bombora is looking to roll out three or four OEM relationships in Q4.

Shifting to OEM workflow solutions for intent data makes sense.  Unlike firmographics, technographics, or contacts, first and third-party intent data is more difficult to present to end users as it is both ephemeral (i.e. changing weekly) and statistically based (i.e. firms with a score above 70 are in the top 6% of signaled intent).  Thus, filtering the data by topic, company, and surge score provides confidence to end users that the data is meaningful.  OEM deals also place the intent data in the proper workflows for sales and marketing end users.

“Say a 200 person software business has Boeing as an account record in their Salesforce. We will append the topics surging at Boeing that that customer has licensed from Bombora onto the account object in Salesforce.  Once it’s there, it becomes searchable, so they can create tasks for salespeople, or they can use Salesforce as a hub and pipe that data to sales platforms, or marketing automation platforms.  Once the data’s in the system, it can be piped out to a bunch of different workflows.”

Bombora SVP Data Sales Michael Burton

Bombora also recently began providing intent-based audience feeds to LinkedIn Marketing Solutions for sponsored content, sponsored InMails, text ads, video ads, and dynamic ads.  Each week, Bombora provides an updated list of domains to LinkedIn based upon ABM lists or firmographic selects.  The domain list is updated dynamically based upon surge data with the first set of matched audiences available within 48 hours.  On the LinkedIn side, LinkedIn member targeting is available (e.g. job function, level, interests) through the Campaign Manager.

Bombora recommends that users perform A/B testing against the standard B2B audience list and the company surge list.

Bombora was spun out of Madison Logic in 2014 and made the Inc 5000 list for the first time in 2019 placing #997.  2018 revenue hit $26.4 million, up 425% over three years.