Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), launched a new integration today with Crossbeam, a powerful partner ecosystem platform. The first and only enterprise ABM integration that Crossbeam has today, this new integration leverages Terminus’s robust API capabilities to simplify joint-marketing efforts, increase engagement across shared accounts and prospects, and streamline the partner experience for marketers.
According to Crossbeam’s 2021 State of the Partner Ecosystem report, 82% of B2B SaaS companies have a channel partnership program. Effective channel partnerships require companies to drive cohesive and joint marketing strategies across overlapping accounts and prospects. Traditionally, marketers share spreadsheets sourced from CRM data to compare their account lists to a partner’s account lists, but this process can be time-consuming, inaccurate and unsecure.
“Partnerships are powerful, yet largely untapped, channels to drive engagement among shared accounts,” said Jon Shoff, VP of Strategic Partnerships at Terminus. “By leveraging our API capabilities, this integration enables go-to-market teams to effectively launch and scale ABM campaigns targeted at these accounts and report on their performance throughout the funnel. We’ve made it really easy for marketers to harness the partner channel – this level of visibility into partner data is truly a game-changer for how Terminus customers source opportunities and impact revenue outcomes.”
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Terminus’s integration enhances marketers’ multi-channel ABM strategies with improved account targeting, personalization and reporting. Key benefits include:
- Identifying overlap with accounts and targeting those accounts with personalized marketing outreach.
- Increasing pipeline velocity by effectively engaging shared accounts at every interaction, including ads, web page personalizations, chatbots and more.
- Leveraging critical insights and reporting to manage accounts at different stages of the funnel and easily report on marketing efficacy and ROI.
“Increasing engagement with joint accounts and organizing marketing efforts toward those accounts can be a real challenge,” said Chris Samila, VP of Partnerships at Crossbeam. “Our integration with Terminus further enhances marketers’ ABM efforts by using partner data to create targeted account lists and launch cohesive campaigns designed to drive conversions and close more deals. We’re excited to continue growing Crossbeam’s Partner Cloud to help partnership teams unlock their go-to-market motions.”
Today’s announcement marks yet another milestone in the growth of Terminus’s leading account-based engagement platform. Earlier this year, Terminus announced the acquisition of Zylotech and introduced Terminus CDP, which enables customers to cleanse go-to-market data and automatically discover new buying committees at target accounts. The company also launched the next generation of its native ABM chat solution, utilizing conversational marketing to increase target account engagement for customers.
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