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Terminus Updates its Account-Based Marketing Platform
Additions to the platform enable marketers to plan and adjust targeted ad campaigns to boost pipeline velocity.
Posted Apr 26, 2016
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Account-based marketing software provider Terminus today released the latest version of its platform, designed to help marketers advance their most promising leads further along the sales pipeline.

According to Sangram Vajre, cofounder and chief marketing officer at Terminus, the goal of Terminus's technology is to help marketers home in on the best accounts available, rather than take a broader, "spray-and-pray" approach. Because the vendor holds partnerships with data providers such as Dun and Bradstreet and Netprospex, users can access a database consisting of 300 million B2B professionals, and then navigate it to zero in on the most promising leads and influence their buying decisions. A marketer can track down the top technology decision makers at Home Depot, for instance, and work through social, mobile, or video to display ads that are aligned with their interests.

The newest version of the platform allows marketers to be more methodical with their campaigns, giving them precise ways to measure the behavioral analytics associated with each of their accounts. On the updated platform, marketers can outline goals and strategies for each of their potential customers and segment them accordingly, while tailoring campaigns and setting stipulations for moving customers through the pipeline. A new Account Hub dashboard allows users to see how prospects have been responding to the content they've received and determine how they should adjust their plans of action as they move forward with a campaign.

Terminus today has also introduced direct mail functionality, to give marketers a hand in printing and sending out hard mail. The feature draws on Terminus's  partnership with PrintingForLess to find mailing addresses and notify senders when a piece of mail has been sent. Based on what stage of the sales or marketing cycle the customer is in, users can decide to automate the process.

The "combination of high tech and high touch, we think, will take us to the next level in account-based marketing," Vajre says. He holds that companies can use these functions to get a better read on the ROI of direct mail.

Vajre expanded on this idea in a statement:

"Now, companies can easily and cost-effectively experiment with direct mail for select prospects, and then later, see analytics showing whether the direct mail recipients deliver higher value."

Vajre notes that the company has spent the last two months testing the new platform with 10 of its customers. One of these, OfferPop, has used the platform to help better target its prospects, said Jeffrey Soriano, OfferPop's senior director of demand generation, in a statement:

"Terminus stands out in the ABM marketplace by giving marketers all the tools they need—from early customer identification to channel selection, campaign creation, account-level personalization, and metrics. Now, we're able to see at a glance which accounts to focus on further and expand our outreach within those companies instead of wasting time and money on low-interest leads."

Terminus is currently working on two new components, set to release later this year. The first of these is a "visitor ID" function, which allows sales and marketing teams to understand who's visiting their Web site so they can target them on the fly and incorporate them into existing campaigns, Vajre says. The second is what Vajre refers to as a "show me the money" feature, which will help marketers track the payoff of leads from webinars and conferences.

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