“Purchasing and interactive decisions made on mobile apps and online will be largely determined by the quality of the digital experience in 2020 and beyond.”
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Tim, please tell us about your vision for B2B martech.
We’re in the middle of a major industry shift. Marketers want all-in-one platforms over best-of-breed integrations because, at the end of the day, integrations can only do so much. Marketers are hungry for a single source of truth, and that’s our vision for the future of marketing. Terminus is building the most complete account-driven B2B marketing platform that owns every point of engagement in the customer lifecycle.
How do your recent acquisitions help shape ABM culture?
B2B marketing platforms built on ABM need to provide rich account intelligence capabilities, and the ability to execute at the point of engagement across multiple channels. With Sigstr’s email advertising and first-party relationship data, in addition to Ramble’s account-based chat capabilities, Terminus now delivers a single, all-encompassing solution our industry is craving.
In the COVID-19 scenario, what inspired you to go for this acquisition deal and add to your team number?
I’ve been obsessed with the idea of adding chat to our platform for a while now, long before COVID-19. It just makes a ton of sense with an account-based marketing strategy. Then as the crisis quickly accelerated, and our customers rapidly pivoted their strategies to be digital-first, we realized this was something we absolutely had to do.
ABM is still sometimes a hard science to understand. How will Ramble’s inclusion help to simplify the process?
ABM is just smart marketing. Honestly, we talk about ABM like it’s a new marketing strategy, but that’s just not the case. ABM principles have been around for as long as I can remember, there just hasn’t been a platform of record to pull it all together. Bringing Ramble into the fold shortens the distance between the targeted programs that marketers are running and the sales conversations that are typically the goal of those programs. Now with chat, marketers can chat with their customers and target audience instantly, in a channel that people want to use. Tactically chat enables teams to engage with website visitors via browser or mobile, provides lead qualification and data autonomously, and connects all marketing activities to sales conversations from one single platform.
What kind of infrastructure does one need to fully-leverage the Ramble + Terminus combination?
You need your CRM and Terminus. With a powerful CRM like Salesforce, marketers can further unlock the power of their data to drive engagement in an account-based world. That’s the beauty in what we’re building – we’ve created a single platform that connects all marketing programs to the account-relationship data that already exists in a CRM. It’s powerful.
Thank you, Tim! That was fun and hope to see you back on MarTech Series soon.
Tim Kopp is the CEO and Executive Chairman of Terminus, the #1 customer-rated account-based marketing (ABM) platform. In addition to his current role at Terminus, Tim also remains a General Partner at Hyde Park Venture Partners.
He is a recognized marketing and technology leader with more than 20 years of experience at global B2B and B2C brands such as ExactTarget and Coca Cola, and as an active early-stage investor at Hyde Park Venture Partners. During his time as chief marketing officer at ExactTarget, Kopp led a team of more than 300 marketing leaders to scale revenue from $50M to $400M, through IPO, and ultimately to a 2013 acquisition by Salesforce for $2.7 billion.
Terminus is the leader of the account-based movement. We help our customers transform B2B marketing by focusing sales and marketing resources on the best-fit, most likely to buy segments of their addressable market. Our platform empowers marketing teams to easily build, operate, and measure scalable account-based initiatives that drive quality growth.
