Yesterday, ABM Platform vendor Terminus announced the acquisition of ABM chat vendor Ramble. Terminus has acquired three companies in three years: Brightfunnel ABM analytics, Sigstr relationship intelligence, and Ramble account-based chat for sales, marketing, and customer success.
In late 2019, Terminus acquired relationship intelligence vendor Sigstr, which it quickly incorporated into its service. Sigstr supports signature block advertising within emails, allowing marketing to customize signature block messaging. Sigstr relationship intelligence analyzes email and calendar patterns across an account to determine a relationship score and relationship strength trends.
Ramble is another logical acquisition as its Chat from Anywhere functionality allows sales and marketing to embed chat links in email, LinkedIn, Twitter, digital ads, QR codes, proposals, and other outbound communications and media. Chat from anywhere allows chat to move beyond the company website and be contextually enabled through a broad set of communications channels. Thus, chats are attached to the proper account, routed to the account owner, and attributed to the campaigns and actions which drove the engagement.
Chat from Anywhere is also integrated into SalesLoft and Salesforce with employees responding via web browsers or mobile apps. Chat-based Leads are mapped to Salesforce. If the lead is not in Salesforce, then a new contact or lead is created by RambleChat.
“Native chat is a game-changer for our customers as we help them drive full-funnel engagement,” said Terminus CEO Tim Kopp. “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. Now with Ramble, our customers can personally engage target audiences at any stage of the funnel. We’re so impressed with this team and couldn’t be more pumped to officially have them as part of Terminus.”
And with 8,000 MarTech vendors populating the ChiefMartec 2020 landscape, vendors that can orchestrate audience selection, multi-channel campaigns, and analytics will have a significant advantage over vendors that serve only one or two channels.
“That’s just too much tech and an endless list of APIs making technologies talk can’t provide elegant and measurable outcomes,” blogged Terminus Chief Product Officer Bryan Brown.
“We will be building the modern marketing cloud, end-to-end with an account based structure, and could not be more excited about it.”Terminus CEO Tim Kopp
Marketers can personalize the Ramble chat experience via UTM variables. “This helps marketers personalize the buying experience while also tracking demand generation data, lead flow, conversion metrics, and much more,” said the firm.
As Chat from Anywhere links are tied to Accounts, they automatically route chat conversations to the appropriate sales or customer support rep.
“Bringing Ramble into the Terminus platform makes a ton of sense,” said Ramble CEO Justin McDonald. “We’re incredibly aligned with Terminus’ vision to build the most robust B2B marketing suite on the market, now including powerful account-based chat capabilities. Not only is this a strong fit in terms of product, but it’s also a natural fit culturally. We’re immensely proud to be joining this talented team.”
Continued on Tuesday...