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Terminus Adds Marketing Analytics, Multi-Touch Attribution With BrightFunnel Acquisition

1terminusAccount-based marketing platform provider Terminus has announced it has acquired BrightFunnel, a marketing attribution and forecasting solution, for an undisclosed amount. Through the acquisition, Terminus aims to build a platform for executing and measuring go-to-market initiatives, whether they are account-based or a mix of ABM and inbound.

Terminus’ ABM platform is designed to help marketing teams orchestrate account-based advertising, operationalize account web engagement and report on target account progression through the funnel.  In May 2017, the company raised $10.3 million in Series B funding to expand its product and employee base.

BrightFunnel’s solution aims to help companies associate marketing activity with revenue through analytics such as AI-powered multi-touch attribution, account-based measurement and revenue funnel analytics. Following the acquisition, the BrightFunnel team will continue to be based in its headquarters in San Francisco.

“Together, Terminus and BrightFunnel combine account-based execution with marketing analytics and attribution to better understand engagement and the effectiveness of all channels and campaigns,” said Peter Herbert, VP of Marketing at Terminus, in an interview with Demand Gen Report. “We’re really excited about both delivering multi-touch attribution for a more complete view of marketing influence as well as improved ways to measure ABM and account-based advertising.”