Item: Terminus ABM Platform
Rating: 10
Author: Kai Crow

Overall Satisfaction with Terminus ABM Platform

Use Cases and Deployment Scope

We use Terminus ABM Platform to serve display ads to target accounts. We operate with a very tightly defined list of target accounts as part of our ABM sales and marketing strategy, and Terminus ABM Platform allows us to run awareness and lead gen campaigns specifically targeting just those accounts.

We also use intent data within Terminus ABM Platform to tailor the advertising which we are serving to a particular account. Those target lists are also synced to LinkedIn Ads to give us a similar level of targeting in LinkedIn. This data also helps inform our more [hands-on] sales activity with those accounts all the way through the funnel.

Pros and Cons

Pros

Serving account targeted ads across a wide range of display ad providers
Matching account based browsing data to target lists
Identifying need and interest in particular accounts with intent data
Identifying anonymous web traffic on our site from target accounts
Reporting on ABM activity and metrics

Cons

Integration with HubSpot is lacking
Interface can be slow and a bit clunky at times
Certain functions still rely on the Terminus ABM Platform support team manually configuring things for us (including simply adding a user to our account)

Return on Investment

Given us a significant increase in visibility within our target accounts
Increase organic web traffic from target accounts
Given use the ability to measure and track those metrics over time (we previously didn't have the ability to track most of the data Terminus ABM Platform gives us, so it's hard to compare before and after, but can see [an] increase since using Terminus ABM Platform)

Alternatives Considered

6sense, RollWorks and Triblio

Where Terminus ABM Platform was better than other options we evaluated: Much better quality and reach of [the] display network. More ability to tweak display network preferences and do things like contextual content targeting. Good control over ad budgets and pacing with separation of campaigns and tactics to create multiple levels of control. Good quality intent data with international coverage (via Bomborra).

Where Terminus ABM Platform wasn't as good as other options we evaluated: Heavy reliance on [a] manual setup from support for some functionality. Ad library setup is fairly basic.

Key Insights

Do you think Terminus ABM Platform delivers good value for the price?

Yes

Are you happy with Terminus ABM Platform's feature set?

Yes

Did Terminus ABM Platform live up to sales and marketing promises?

Yes

Did implementation of Terminus ABM Platform go as expected?

Yes

Would you buy Terminus ABM Platform again?

Yes

Likelihood to Recommend

Terminus ABM Platform is ideal if you have a strong ABM focus, as the name would suggest. If you're focused on building awareness and providing "air cover" to support sales activity, I think it's great – they have a clear advantage in the quality of display ad networks they can serve content on.

Probably not so useful if you're operating with a more traditional inbound strategy as display ads tend to be better for the above use case than lead generation campaigns. However, that said, it gives much better retargeting capability than other platforms, so that would be useful in supporting inbound campaigns.

Using Terminus ABM Platform

Users and Roles

3 - Everyone who uses the Terminus ABM Platform is from in the marketing function. Our sales team [gets] weekly alert emails but never [has] to log in to the software, which was actually quite important to us, as we try to avoid having too many products in active use in our sales tech stack.

Support Headcount Required

Business Processes Supported

ABM Display advertising
Measuring ABM effectiveness
Target account web activity monitoring
Intent data monitoring

Innovative Uses

Monitoring organic web traffic to gauge awareness and track view through visits was not something originally on our list of requirements, but is very useful.

Future Planned Uses

We like the idea of getting more tailored in the content we display to target accounts on our website, and would look in the future to using the web module, and probably also the email module.

Likelihood to Renew

Does what it says on the box. The display ad network quality is the key differentiator.

Comments

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Best option if you want quality ABM display ads. Hands down