Customer Data Platform

Terminus Lands in New Tech B2B CDP, Q3 2021 Report

Report by independent research firms cites Terminus as the only late stage vendor in both embedded and standalone CDP functionality segments
cdp customer data platform

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), today announced it has been included in the Forrester New Tech B2B Customer Data Platforms, Q3 2021 Report. Terminus is the only included late stage vendor in both the embedded and standalone customer data platform (CDP) functionality segments.

The inclusion comes after Terminus announced its acquisition of leading B2B CDP, Zylotech, and launched Terminus CDP. Terminus CDP enables customers to continuously cleanse go-to-market data and automatically discover new Buying Committees at their target accounts.

“To be included in the Forrester New Tech B2B Customer Data Platforms, Q3 2021 Report is incredibly validating,” said Tim Kopp, Terminus CEO. “We’re committed to building the go-to solution for multi-channel ABM at scale, while building the data foundation GTM teams need to succeed. We think that the message from our inclusion in this report by Forrester is clear – Terminus is the only ABM platform putting data at the center of everything.”

“B2B organizations are caught in a data squeeze. High-quality data fuels the modern marketing engine: Account-based engagement is built on it, customer marketing requires it, and customer obsession is impossible without it. But according to Forrester’s 2021 Global Marketing Survey, B2B marketers say that ‘quality of customer data’ is the number-two challenge to achieving their goals over the next two years, behind only ‘changing economic conditions,’” stated Forrester in its New Tech B2B Customer Data Platforms, Q3 2021 Report.

The Forrester New Tech B2B Customer Data Platforms, Q3 2021 Report is a trusted analyst resource for organizations seeking an unbiased evaluation of the emerging B2B CDP market. The Q3 2021 Report examines two primary segments within the emerging market category of B2B CDPs. It also summarizes the offerings from larger established vendors.

Terminus is the only ABM vendor with both embedded and standalone CDP. Embedded CDP’s join data but don’t fix data, essentially only using data within their features. Standalone CDP’s fix data accuracy and push clean data across entire tech stacks, including ABM. This means GTM teams are running all business systems on accurate data.

Data usage and spending is exploding but only 12 percent of B2B marketers have confidence in their data. B2B CRM data is painfully inaccurate and incomplete, and manual efforts to clean, deduplicate and activate are slow and expensive. This leads to poor conversion rates, an incomplete view of buying committees, and misleading ROI. The Terminus CDP solves all these problems, with a complete suite of solutions including audit, cleanse, enrich, and data management backed by the industry’s largest global network of decision makers and Buying Committees.

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