VIDEO: Terminus B2B Advertising Automation: Product Spotlight

Welcome to another product spotlight by TechnologyAdvice. Today we are joined by Sangram Vajre, he is the CO-Founder and CMO of Terminus Sangram, tell us about how Terminus became Terminus. Originally I was a CEO at Pardot. Over the last couple of years we went through the acquisition of ExactTarget and then through Salesforce, a very humbling experience. The Co-Founder of Terminus is also the Co-founder of Pardot David Cummings and the company started a year ago with Eric Spett who is not the CEO of the company.

The whole idea was, let’s find the next level, the next big thing for B to B marketers. We’ve already done lead based marketing, so what is it that they will crave for? So Eric Spett, who is the CEO, and David Cummings all came up with the idea of focusing on the accounts. And here we are helping companies do account based marketing upscale. Well, tell us what Terminus is in one Sentence. Terminus is a B2B marketing automation company. We squarely focus on account based.

So, then why Terminus? What makes you different from your competitors? We are a product company. We are not an agency, we don’t charge people for media spend or anything like that. We are really really focused on making a really solid product that gives our customers full control on their advertising budget and also who they are targeting. Speaking of those targets, who are you targeting? Is it small businesses, big Businesses? What is your sweet spot for a customer?

We are targeting sophisticated marketers. So there are tons of marketers who are literally getting into marketing automation right now or have been there for a while. And they really want to increase their revenue. It’s no longer about lead generation, it’s more for revenue generation. So, any sophisticated marketing company who really looks at marketing to drive revenue for the organization, we feel that’s our sweet spot.” With that target in mind, what does your pricing model look like?

Is it tiered or anything like that? We have a very simple pricing model. We do not charge anything on media spend. So it’s really a platform fee. So, it starts at $1,000 a month and goes up from there. What kind of limitation are you working on solving at this time? We are working on a very cool feature. We are calling it Account Score. So, most people know about lead score, and we know in B2B there are more than one person in the decision making.

So what we are working on is how many people in that company is engaging, so it will turn into an account score. And that account score is going to be pushed directly into your CRMs so you can really start prioritizing your accounts and focus on your accounts. Very interesting, so what kind of advice would you give someone prior to implementing Terminus? As a use case, like Serious Decisions, the great event that we are at right now, You know people come into the events and put so much effort into putting that event together, and as soon as that event is over they go back and they go into the next project.

What we feel that people should do is as soon as the event is over get the list of people and companies that you want to target and run a full based account based campaign on them so you can really create that halo effect on the target companies that you want to get your foot in.” Alright, so my last question for you is, where do you see account based marketing going? The exciting thing for me, is the fact that some of the things that we do now aren’t things that we could have done 3-4 years ago.

So you think about advertising, and we all think that it’s the mad men space, and it was done years ago. If you really look at it, advertising has always been there. And in B2B it has never been leveraged, because it was only targeting one person, and in B2B you need to target many many people that’s working on the account. So what excites me every day is the possibility of taking a page out of B2C, by doing a very targeted kind of campaign, but also focusing on B2B which is the entire account, the entire set of influences in that company to drive revenue for your customers.

That sounds great, Sangram thank you for your time. If you would like to find out more about Terminus, check out TechnologyAdvice.com, where we can help you find the right technology for your business. Thanks for watching.