The Latest from the Go-to-Market Experts
September 30, 2021
Terminus Acquires Zylotech to Dramatically Improve B2B Data Accuracy
I’ve been in marketing for a while now (like the AOL era). So, I’ve been fortunate enough to see it play out from literally every angle: B2B and B2C, practitioner to executive, investor to my current vantage point as CEO of Terminus. I’m here to tell you that we are in the golden age of marketing. The breadth of technologies helping us create great experiences has never been so impressive. But, what are all those customer experiences predicated on? Data.
Data is the new oil and Terminus is sitting on a gold mine.
That’s why Terminus has acquired Zylotech–now, known as Terminus CDP–making Terminus the only ABM platform with a standalone CDP (customer data platform) that is purpose-built for B2B. Currently, only 12% of marketers are confident in their data. That means 88% of all the strategic effort and creative energy marketers and salespeople put into going to market is actually just going into a black hole. That’s crazy. There has to be a better way. With Terminus CDP, our customers will have their most important account and contact data continuously cleansed and enriched. The result: our customers will be able to put their trust in their data, unleashing their go-to-market teams to accurately engage buying committees every time.
So, what’s a CDP and why do you need it? Put simply, it’s an always-on data platform that collects, tracks, and updates the information on the people within your target accounts. David Raab, Founder of the CDP Institute says, “CDP is becoming more widely adopted in B2B, as companies recognize their marketing automation and CRM systems are not enough to provide true data unification and sharing. By acquiring Zylotech, Terminus positions itself – and its clients — to take full advantage of the capabilities that a CDP provides.”
With the Terminus CDP at work behind the scenes for our customers, they can trust that their account and contact data will be persistently accurate. Not only that, but their data will grow with them as Terminus CDP automatically discovers new contact and account data necessary to scale your ABM efforts. We pioneered ABM, we know first-hand it begins and ends with data. We’re driving the next marketing revolution by connecting powerful engagement channels with the first and third-party data you need to execute multi-channel ABM that delivers higher ROI and bigger impact. We’re fully committed to making you–and all B2B marketers–as successful as possible.
With Terminus CDP, marketers will be able to expand the reach of their efforts while sales increases the efficiency and accuracy of their outreach to exactly the right people in an account. This trustworthy, unified view into customers is the critical component to the future of B2B marketing.
Lastly, I’m excited to announce that Terminus CDP will be led by SaaS veteran Matt Belkin, who joined Terminus through our acquisition of GrowFlare in 2020. With over 25 years of experience in building and scaling data and technology companies, he will be leading the charge in helping our customers effortlessly improve the efficacy of their go-to-market activities.
We’re entering a marketing revolution. A time when sales and marketing teams don’t have to worry about data and can dedicate their energy to create phenomenal experiences that turn into pipeline. I have never been more excited about the future of marketing.