Account-Based Marketing Leader Terminus Acquires BrightFunnel

Terminus, the leader of the account-based marketing (ABM) movement, today announced that it has acquired BrightFunnel, the pioneer in B2B marketing analytics and attribution. The acquisition accelerates Terminus’ vision of building a platform that unifies B2B go-to-market teams as they create, measure, and operationalize account engagement in support of efficient growth and exceptional buyer experiences. Terminus is proud to welcome 40 new “Terminators,” who will continue to be based in the office BrightFunnel established in the heart of San Francisco.“We are excited to help solve one of the top challenges our customers face — how to measure and optimize the impact of marketing and sales initiatives on revenue,” said Eric Spett, CEO and co-founder of Terminus. “Our customers want to understand the influence of campaigns throughout the buyer’s journey, create a 360-degree view of engagement that supports one revenue team, and close the loop on measuring account-based marketing and advertising. Together, Terminus and BrightFunnel deliver best-in-class account-based execution and B2B analytics for today’s unified revenue team.”The Terminus ABM platform is used by marketing teams at more than 400 companies to orchestrate account-based advertising, operationalize account web engagement, and report on target account progression through the funnel. BrightFunnel helps nearly 100 companies connect marketing to revenue through market-leading B2B analytics, including AI-powered multi-touch attribution, account-based measurement, and revenue funnel analytics.