Terminus, the leader of the account-based marketing (ABM) movement, announced that it has acquired BrightFunnel, the pioneer in B2B marketing analytics and attribution. The acquisition accelerates Terminus’ vision of building a platform that unifies B2B go-to-market teams as they create, measure, and operationalize account engagement in support of efficient growth and exceptional buyer experiences. Terminus is proud to welcome 40 new “Terminators,” who will continue to be based in the office BrightFunnel established in the heart of San Francisco.

The Terminus ABM platform is used by marketing teams at more than 400 companies to orchestrate account-based advertising, operationalize account web engagement, and report on target account progression through the funnel. BrightFunnel helps nearly 100 companies connect marketing to revenue through market-leading B2B analytics, including AI-powered multi-touch attribution, account-based measurement, and revenue funnel analytics.

Terminus, the account-based marketing (ABM) platform, announced the launch of its orchestration and measurement tools for B2B marketers. This new suite of features empowers B2B marketing and sales teams with enhanced capabilities to target, execute, measure and optimize ABM campaigns at scale.
At its core, account-based marketing is a focused approach to B2B marketing in which marketing and sales (or smarketing) teams engage all key decision-makers at best-fit target accounts to turn them into customers. The Terminus ABM platform solves this challenge by allowing marketers to orchestrate cohesive and highly targeted campaigns while delivering key metrics to optimize the impact of these account-based tactics.

Grade your ABM tech stack

Terminus unveiled new features for its account-based marketing platform designed to enhance the way B2B marketers target accounts, execute campaigns and move leads through the funnel.

The features are viewed through the Account Hub, a new dashboard intended to provide visibility into campaign strategies with real-time account behavior. Users can adjust campaigns in real-time based on account engagement to increase targeting and enhance ABM initiatives. Users can also set goals and strategies at the account level, as well as segment accounts based on these goals.

Marketing startup Terminus announced yesterday that it snagged a $7.5 million funding round. The investment, $5 million in equity and $2.5 million in venture debt, was led by Edison Partners.

“Terminus is taking Marketing Automation to the next level with Account Based Marketing, which allows customers to engage on their preferred channels (mobile, social, web, videos) and on their time,” explained Terminus cofounder and CMO Sangram Vajre.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.