Terminus is a prominent player in the world of account-based marketing (ABM), a strategy that focuses on highly targeted marketing and sales efforts tailored to individual accounts. Founded in 2014 and headquartered in Atlanta, Georgia, Terminus was conceived to address the evolving needs of B2B marketers who were seeking more efficient and effective ways to reach their target audiences.

The company’s inception was driven by the realization that traditional marketing methods were becoming less effective in the B2B space. The founders, Eric Spett, Sangram Vajre, and Bryan Brown, identified a gap in the market for a platform that could unify marketing and sales efforts around a single strategy aimed at engaging specific, high-value accounts. This led to the development of Terminus’ account-based marketing platform, which has since become a cornerstone in the toolkit of many B2B marketers.

Terminus’ platform is designed to enable marketing and sales teams to identify, target, and engage with the accounts that matter most to their business. The platform integrates various marketing channels, including digital advertising, email, and web personalization, to deliver coordinated campaigns that are tailored to the unique needs and behaviors of each account. This multi-channel approach ensures that marketing messages are consistent and impactful, driving higher engagement and conversion rates.

One of the standout features of the Terminus platform is its robust account identification and targeting capabilities. Using advanced data analytics and machine learning, the platform can identify accounts that are most likely to convert based on a variety of factors, including firmographics, intent data, and engagement history. This allows marketers to focus their efforts on the accounts that are most likely to drive revenue, improving the efficiency and effectiveness of their campaigns.

Another key component of the Terminus platform is its ability to deliver personalized content to target accounts. By leveraging data on account behavior and preferences, the platform can serve tailored ads and content that resonate with the specific needs and pain points of each account. This level of personalization helps to build stronger relationships with target accounts, fostering trust and increasing the likelihood of conversion.

Terminus also offers comprehensive analytics and reporting tools that provide deep insights into the performance of ABM campaigns. Marketers can track key metrics such as engagement, conversion rates, and revenue impact, allowing them to measure the effectiveness of their efforts and make data-driven decisions to optimize their strategies. The platform’s analytics capabilities also enable marketers to identify trends and patterns in account behavior, providing valuable insights that can inform future campaigns.

In addition to its core ABM platform, Terminus has expanded its offerings to include a suite of complementary tools and services. These include:

• Terminus Chat: A conversational marketing tool that enables real-time engagement with target accounts through personalized chat experiences. This tool helps to capture leads, qualify prospects, and provide instant support, enhancing the overall customer experience.
• Terminus Ad Experiences: A solution for creating and managing targeted digital advertising campaigns. This tool allows marketers to deliver highly relevant ads to their target accounts across a variety of channels, including display, social media, and video.
• Terminus Email Experiences: A tool for creating personalized email campaigns that are integrated with the broader ABM strategy. This solution helps marketers to deliver tailored messages to target accounts, driving higher engagement and response rates.

Terminus has also made significant investments in building a strong partner ecosystem, collaborating with a variety of technology and service providers to enhance the capabilities of its platform. Key partnerships include integrations with CRM systems like Salesforce, marketing automation platforms like Marketo, and data providers like Bombora and G2. These partnerships enable Terminus to offer a more comprehensive and integrated solution, helping marketers to seamlessly connect their ABM efforts with other aspects of their marketing and sales tech stack.

The company has seen impressive growth since its founding, securing multiple rounds of funding to support its expansion. Notable investors include Edison Partners, Atlanta Ventures, and Hyde Park Venture Partners, who have provided the capital needed to scale the business and drive innovation. This financial backing has enabled Terminus to continually enhance its platform and expand its market presence, positioning the company as a leader in the ABM space.

Terminus’ success can also be attributed to its strong focus on customer success and education. The company offers a range of resources and support services to help customers get the most out of their ABM efforts, including training programs, best practice guides, and a dedicated customer success team. Terminus also hosts the annual #FlipMyFunnel conference, a premier event for ABM practitioners to share insights, network, and learn from industry experts.

In summary, Terminus is a pioneering force in the account-based marketing industry, offering a powerful platform that enables B2B marketers to execute highly targeted and personalized campaigns. With its advanced targeting capabilities, robust analytics, and comprehensive suite of tools, Terminus empowers marketers to drive higher engagement and revenue from their most valuable accounts. The company’s commitment to innovation, customer success, and industry leadership has cemented its position as a trusted partner for B2B organizations looking to transform their marketing strategies and achieve their business goals.

Founding Story and Founders of Terminus

The founding story of Terminus is a compelling narrative that blends vision, innovation, and the desire to address a significant gap in the marketing industry. Terminus was founded in 2014 in Atlanta, Georgia, by three visionary entrepreneurs: Eric Spett, Sangram Vajre, and Bryan Brown. Each founder brought unique skills and perspectives to the table, creating a dynamic team capable of revolutionizing the B2B marketing landscape.

Eric Spett

Eric Spett is one of the co-founders and the original CEO of Terminus. He is known for his strategic mindset and entrepreneurial spirit. Before starting Terminus, Spett co-founded another company called eWise, a financial technology firm that provided online payment solutions. His experience with eWise exposed him to the challenges of B2B marketing and sales, where he noticed a significant inefficiency in targeting and engaging high-value accounts.

Spett’s background in technology and his ability to understand complex systems played a crucial role in shaping the initial vision of Terminus. He recognized that traditional marketing methods, such as broad-based advertising and cold outreach, were becoming less effective in the B2B sector. Companies needed a more targeted approach to engage their most valuable prospects. This realization led him to the concept of account-based marketing (ABM).

Sangram Vajre

Sangram Vajre, another co-founder, served as the Chief Evangelist of Terminus and is widely regarded as one of the foremost thought leaders in the ABM space. Before joining Terminus, Vajre was the Head of Marketing at Pardot, a marketing automation platform that was acquired by Salesforce. His experience at Pardot gave him deep insights into the needs and pain points of B2B marketers, particularly the challenges they faced in generating high-quality leads and driving engagement.

Vajre’s passion for marketing and his ability to articulate complex concepts in an accessible way made him the perfect evangelist for the ABM movement. He authored the book “Account-Based Marketing For Dummies,” which has become a go-to resource for marketers looking to implement ABM strategies. Vajre’s vision was to create a community and a movement around ABM, which led to the creation of the #FlipMyFunnel community and conference, further establishing Terminus as a leader in the field.

Bryan Brown

Bryan Brown, the third co-founder and the Chief Product Officer, brought a wealth of product development experience to Terminus. Before co-founding Terminus, Brown held senior product roles at Silverpop, an email marketing automation company that was later acquired by IBM. His expertise in product strategy and development was instrumental in building the Terminus platform from the ground up.

Brown’s deep understanding of marketing technology allowed him to design a platform that addressed the specific needs of B2B marketers. He focused on creating a comprehensive solution that could integrate various marketing channels and provide actionable insights through advanced analytics. His vision for the product was to make it user-friendly and effective, enabling marketers to execute complex ABM campaigns with ease.

The Genesis of Terminus

The idea for Terminus was born out of the founders’ collective experiences and their shared belief that B2B marketing needed a radical transformation. They identified that traditional marketing methods were not sufficient for engaging the modern B2B buyer, who expected personalized and relevant interactions. This realization led them to the concept of ABM, which focuses on targeting specific accounts rather than broad segments of the market.

In 2014, the three founders came together to build a platform that could operationalize ABM at scale. They started by developing a solution that could identify high-value accounts, deliver personalized content across multiple channels, and provide comprehensive analytics to measure the impact of their campaigns. The goal was to create a seamless experience for marketers, allowing them to coordinate their efforts and achieve better results.

Like any startup, Terminus faced several challenges in its early days. One of the primary hurdles was educating the market about the benefits of ABM and convincing potential customers to adopt a new approach to marketing. The founders leveraged their networks and industry expertise to spread the word about ABM, using content marketing, webinars, and the #FlipMyFunnel community to build awareness and drive adoption.

Terminus quickly gained traction, securing its first customers and raising initial funding to support its growth. The company’s focus on customer success and continuous innovation helped it to build a strong reputation in the industry. Over time, Terminus expanded its platform, adding new features and integrations to meet the evolving needs of B2B marketers.

Growth and Expansion

As Terminus continued to grow, it attracted significant investment from venture capital firms, allowing it to scale its operations and expand its market presence. The company raised multiple rounds of funding, including investments from Edison Partners, Atlanta Ventures, and Hyde Park Venture Partners. These funds enabled Terminus to accelerate product development, expand its sales and marketing efforts, and explore new market opportunities.

The success of Terminus can be attributed to the founders’ vision, their deep understanding of the market, and their commitment to customer success. By staying true to their mission of revolutionizing B2B marketing through ABM, they were able to create a platform that delivers real value to their customers. Today, Terminus is recognized as a leader in the ABM space, helping companies around the world to transform their marketing strategies and achieve their business goals.

Business Model of Terminus 

Terminus operates a multifaceted business model centered around its account-based marketing (ABM) platform. This model includes subscription-based software services, professional services, strategic partnerships, and a strong emphasis on customer success.

Subscription-Based Software Model

Terminus primarily operates on a subscription-based software-as-a-service (SaaS) model. Companies subscribe to the Terminus platform, paying recurring fees that vary based on company size, the number of target accounts, and the level of features and support needed. The platform offers a tiered pricing structure, allowing it to cater to a wide range of businesses, from small startups to large enterprises.

Core Platform Features

1. Account Identification and Targeting: Terminus uses advanced data analytics and machine learning to help businesses identify and prioritize high-value accounts. The platform integrates firmographic, intent, and engagement data to enhance targeting accuracy.
2. Multi-Channel Engagement: The platform allows companies to deliver personalized content and ads across various channels, including display advertising, email, and social media. This multi-channel approach ensures consistent and impactful messaging.
3. Analytics and Reporting: Comprehensive analytics provide insights into the performance of ABM campaigns, tracking key metrics like engagement, conversion rates, and revenue impact. This helps marketers make data-driven decisions to optimize their strategies.
4. Integrations: Terminus integrates with major CRM systems like Salesforce and marketing automation platforms like Marketo. These integrations enable seamless data flow and coordinated marketing efforts.

Professional Services

In addition to its software offerings, Terminus provides a range of professional services to help customers maximize the value of their ABM efforts. These services include:

1. Onboarding and Training: Assistance with the initial setup and configuration of the platform, as well as training for marketing and sales teams on best practices for ABM.
2. Strategic Consulting: Expert advice on developing and implementing effective ABM strategies tailored to the specific needs and goals of each customer.
3. Campaign Management: Support with planning, executing, and optimizing ABM campaigns, including content creation, ad management, and performance tracking.

Customer Success

Terminus places a strong emphasis on customer success. The company offers robust customer support, including dedicated account managers, a comprehensive knowledge base, and access to a community of ABM practitioners through the #FlipMyFunnel network. This focus on customer success ensures that clients can effectively use the platform and achieve their marketing objectives.

Strategic Partnerships

Terminus has established strategic partnerships with various technology and data providers to enhance its platform’s capabilities. These partnerships include integrations with:

• CRM Systems: Salesforce integration allows for the seamless flow of data between sales and marketing teams.
• Marketing Automation Platforms: Marketo integration enables coordinated and automated marketing efforts.
• Data Providers: Collaborations with companies like Bombora and G2 provide access to intent data and firmographic information, enhancing targeting and personalization capabilities​ (Growjo)​​ (Terminus)​.

Revenue Streams

The primary revenue stream for Terminus comes from subscription fees for its ABM platform. The tiered pricing model allows Terminus to cater to a wide range of customers. In addition to subscription revenue, Terminus generates income from professional services and consulting fees. These additional services help drive higher customer engagement and retention, contributing to overall revenue growth.

As of 2023, Terminus reported an estimated annual revenue of $31.5 million​ (Growjo)​. This revenue growth reflects the increasing adoption of ABM strategies among B2B companies and the effectiveness of the Terminus platform in delivering value.

Market Position and Competitive Advantage

Terminus has established a strong position in the ABM market through innovation, customer success, and thought leadership. The company differentiates itself by offering a comprehensive ABM solution that includes a full suite of tools and features to support the entire ABM lifecycle. Terminus is recognized as a leader in the ABM space, having been named a leader in Forrester’s B2B Advertising Wave, Forrester’s ABM Platform Wave, and Gartner’s ABM Magic Quadrant​ (Growjo)​​ (Terminus)​.

Growth and Expansion

With substantial funding of $170.6 million from notable investors like Edison Partners, Atlanta Ventures, and Hyde Park Venture Partners, Terminus continues to invest in product development, sales, marketing, and customer success​ (Growjo)​. The company’s focus on innovation and customer-centric solutions has fueled its growth and expansion, positioning it well to capitalize on new opportunities in the evolving ABM market.

Terminus’ business model is centered around providing a powerful and comprehensive ABM platform that helps B2B companies target and engage high-value accounts effectively. Through its subscription-based software offerings, professional services, strategic partnerships, and a strong emphasis on customer success, Terminus delivers significant value to its customers and drives its growth in the competitive ABM market.

Financial Performance and Growth of Terminus

Terminus has demonstrated strong financial performance and significant growth since its inception in 2014. The company has experienced a steady increase in both revenue and market presence, driven by its innovative platform and comprehensive service offerings.

Revenue Growth

As of 2023, Terminus reported an estimated annual revenue of $31.5 million, reflecting the growing adoption of ABM strategies among B2B companies​. This revenue represents a substantial increase from previous years, showcasing the effectiveness of Terminus’ platform in delivering value to its clients.

Funding and Valuation

Terminus has successfully raised significant capital to support its growth and expansion efforts. The company has secured $193 million in total funding through multiple funding rounds. This financial backing has enabled Terminus to invest in product development, expand its sales and marketing efforts, and explore new market opportunities​. Notably, the company raised $90 million in a funding round led by Great Hill Partners, highlighting investor confidence in its business model and growth prospects​.

Key Financial Metrics

1. Revenue: In 2021, Terminus reported a revenue of $40.9 million, indicating a robust financial performance even before the more recent growth spurts​.
2. Funding: The company’s total funding reached $196.45 million by 2022, with a valuation of around $400 million.
3. Customer Base: Terminus serves over 1,000 enterprise customers globally, including prominent names like Salesforce, GE, Verizon, 3M, and CA Technologies.

Leadership and Strategic Initiatives

Rich Howarth was appointed CEO and President of Terminus in 2024 bringing with him decades of experience in scaling technology companies.

Under his leadership, Terminus has accelerated its product development pace, launching several new features and improving capabilities. This strategic direction aims to solidify Terminus’ position as a market leader in ABM and drive sustainable revenue growth for its customers.

Funding Rounds of Terminus

Terminus has undergone several funding rounds since its inception, securing significant capital to fuel its growth and innovation in the account-based marketing (ABM) space. Here’s a detailed look at the company’s key funding rounds:

Initial Seed Funding

In 2014, Terminus raised its initial seed funding to develop its ABM platform. The seed round was led by Atlanta Ventures, which provided the foundational capital needed to build and launch the platform. This early investment was crucial in getting the company off the ground and enabling it to start acquiring its first customers.

Series A Funding

Terminus raised $7.5 million in its Series A funding round in March 2016. This round was led by Edison Partners, with participation from existing investors such as Atlanta Ventures. The capital from this round was used to expand the company’s product offerings, grow its customer base, and enhance its go-to-market strategy​.

Series B Funding

In April 2018, Terminus secured $10.3 million in a Series B funding round. This round was led by Atlanta Ventures and Edison Partners, with participation from new investor High Alpha. The Series B funding was aimed at accelerating product innovation and scaling the company’s operations. It allowed Terminus to invest in advanced data analytics, machine learning capabilities, and the expansion of its sales and marketing teams.

Series C Funding

Terminus raised $90 million in its Series C funding round in February 2021. This substantial round was led by Great Hill Partners, with participation from existing investors Edison Partners, Atlanta Ventures, and other strategic partners. The Series C funding significantly boosted Terminus’ valuation, bringing it closer to $400 million.

The capital from this round was used to:

1. Accelerate product development: Introducing new features and capabilities to the platform, such as the Terminus Prospect Engine and enhanced CRM integrations.
2. Expand market reach: Increasing sales and marketing efforts to capture a larger share of the ABM market.
3. Enhance customer success: Investing in customer support and professional services to ensure customer satisfaction and retention​.

Competitors of Terminus

Terminus faces competition from several key players in the ABM and B2B marketing technology space. Here’s a detailed exploration of its main competitors:

1. Demandbase

Demandbase is one of the most prominent competitors of Terminus. It offers a comprehensive ABM platform that integrates advertising, marketing, and sales data to help B2B companies identify, engage, and convert high-value accounts. Demandbase provides a range of tools, including AI-driven insights, personalized advertising, and analytics, which are designed to improve marketing efficiency and effectiveness.

Key Features:

• Account Identification: Uses AI and data analytics to identify and prioritize high-value accounts.
• Personalized Advertising: Delivers targeted ads across various channels.
• Sales and Marketing Alignment: Integrates with CRM and marketing automation platforms to ensure seamless data flow.
• Analytics and Insights: Provides deep insights into account engagement and campaign performance.

Market Position: Demandbase is recognized as a leader in the ABM space and has a strong reputation for innovation and comprehensive solutions.

2. 6sense

6sense is another major competitor, offering an ABM platform that leverages AI and big data to provide predictive insights and improve account targeting. The platform helps marketers and sales teams identify in-market accounts, engage them with personalized content, and measure the impact of their efforts.

Key Features:

• Predictive Analytics: Uses AI to predict which accounts are in-market and ready to buy.
• Account Identification and Targeting: Combines intent data, engagement data, and firmographics.
• Multi-Channel Engagement: Facilitates personalized outreach across email, web, and advertising.
• Sales Enablement: Provides real-time insights and recommendations for sales teams.

Market Position: 6sense is known for its advanced predictive analytics and strong focus on data-driven marketing. It has a growing customer base and is considered a leader in the predictive ABM space.

3. Engagio (Acquired by Demandbase)

Engagio, which was acquired by Demandbase in 2020, offers an ABM platform focused on account engagement and orchestration. It provides tools for creating and managing ABM campaigns, measuring their effectiveness, and aligning sales and marketing efforts.

Key Features:

• Account-Based Analytics: Provides insights into account engagement and campaign performance.
• Orchestration: Helps coordinate marketing and sales activities across multiple channels.
• Engagement Tracking: Tracks interactions with target accounts to measure engagement levels.
• Integration: Seamlessly integrates with CRM and marketing automation systems.

Market Position: As part of Demandbase, Engagio’s capabilities have been integrated into a larger ABM ecosystem, enhancing its value proposition and market reach.

4. Triblio

Triblio offers a robust ABM platform that combines account-based advertising, web personalization, and sales activation tools. The platform is designed to help B2B companies run coordinated, multi-channel ABM campaigns that drive engagement and revenue.

Key Features:

• Account-Based Advertising: Targets specific accounts with personalized ads.
• Web Personalization: Customizes website content based on account attributes.
• Sales Activation: Provides tools to help sales teams engage with target accounts more effectively.
• Analytics: Offers detailed reporting on campaign performance and account engagement.

Market Position: Triblio is recognized for its strong focus on web personalization and sales activation, making it a competitive player in the ABM space​.

Terminus vs. Competitors: Summary Table