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.
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.”
ABM Platform Terminus, which has been on an acquisition binge the past year, added another complementary asset to its platform with the acquisition of sales intelligence vendor GrowFlare. GrowFlare offers Ideal Customer Profiling (ICP) based on psychographics, which are the common phrases and interests companies share. Other features include account profiling, prospecting, alerting, and a Chrome extension. GrowFlare recently doubled its US company dataset to 500,000+ firms. GrowFlare coverage spans over 90% of “US businesses with Purchasing Power.”
“GrowFlare adds a highly-differentiated level of account intelligence to the Terminus platform,” said Terminus CEO Tim Kopp. “Now teams can identify best-fit target accounts instantly, leverage unmatched AI and psychographic data to know exactly what to say and when, all while being more budget efficient. This kind of psychographic data has long been used by B2C marketers to profile their future customers and now B2B marketers can as well. This is the modern approach to uncovering target accounts, and accelerates our position as the most intelligent B2B sales and marketing and platform available.”
Terminus likens psychographics to Netflix and Spotify, which can recommend similar content based upon user behavior. Psychographics extend this logic to account selection. GrowFlare’s unique value proposition is its psychographics. Most vendors only employ firmographics and technographics in their ICP modeling.
Psychographics are based upon AI and natural language processing of company websites, social media, government filings, job listings, etc. GrowFlare identifies the “key characteristics that are common across your favorite customers (or any set of companies you want to identify). From there you can find brand new accounts that match up to your customers, the new product you’re launching, the vertical-specific case study you’re about to drop, and so on. Enter your favorite customer into GrowFlare and it will spit out hundreds of companies that think and act just like they do, instantly,” blogged Terminus.
When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted. The trending topics and psychographics are “invaluable for marketing and sales personalization,” said GrowFlare Founder and CEO Matt Belkin.
Terminus is also positioning GrowFlare as a new form of “observed intent” versus third-party intent that is simply inferred. “If you’re a data-driven marketer, this should make the hairs on the back of your neck stand up because you know this primary data is a powerful signal coming directly from the accounts you want to target,” crowed Eisenberg.
“Your friends in sales will receive alerts about accounts that are starting to become interested in different things, almost as if it was trending on Twitter. They’ll be able to understand the most important focuses for those businesses, the psychographic topics that are trending, and just how serious they are about those focuses. They’ll know who to reach out to, when to do it, and what to say to deliver a beautifully personalized experience.”
Belkin noted that the two firms complement each other, with GrowFlare helping sales and marketing teams efficiently find accounts and Terminus focusing on account engagement. With the acquisition, revenue teams can target segments based on firmographic, relationship, intent, and now psychographic data.
In GrowFlare, a similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics. So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning. Fit Scores are exportable to lead scoring models. A quick view magnifying glass icon displays the trending topics for any of the prospects.
Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities. When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week. An Active List focused on competitors will notify sales and marketing when competitor positioning shifts. This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.
” Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things. It’s crazy and the whole approach is broken. We started GrowFlare to fix it. You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests. It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them. It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world. We just built it for B2B.”
GrowFlare CEO Matt Belkin
Along with Prospector, GrowFlare offers a Prospector Bulk feature that executes against a full customer list. According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and that sales and marketing teams can target with account-based outbound campaigns.”
GrowFlare also offers Keyword Search for identifying companies that are using specific terms in their marketing along with shared psychographics, locations, and company sizes. Boolean operators such as AND, OR, and NOT are supported (e.g. “food delivery” NOT pet). Keyword search “is valuable if you want to know what companies dominate specific messaging terms or if you are launching a new campaign and want to see who else may be positioned there,” said Belkin.
While many companies offer keyword searching, it is usually against a mined business description. Only a few products, such as D&B Hoover’s Conceptual Searching, provide broader topical searching to build company lists.
GrowFlare is Terminus’ third acquisition over the past year. They also acquired Ramble and its Chat Anywhere service and Sigstr for its email signature banner ads and relationship intelligence.
Belkin and the rest of the GrowFlare team are joining Terminus. Belkin has twenty-five years of SaaS-industry experience at Adobe and Omniture. At Domo Belkin was the Chief Operating Officer. Belkin is Terminus’ new EVP of Data, Strategy, and Partnerships.
ABM platforms have emphasized top of the funnel audience engagement and given sales prioritization and messaging short shrift. GrowFlare will help Terminus pass the ABM baton from marketing to sales.
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.”
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.
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.”
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
“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.”
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.
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.”
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
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.”
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
Terms of the
deal were not disclosed.
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.
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.”
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
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
recommends that users perform A/B testing against the standard B2B audience
list and the company surge list.