Tag: Terminus

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.