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Account-Based Marketing Leader Terminus Acquires BrightFunnel - MarTech Series

Account-Based Marketing Leader Terminus Acquires BrightFunnel - MarTech Series | The MarTech Digest | Scoop.it
Terminus, the leader of the account-based marketing (ABM) movement, announced that it has acquired BrightFunnel, the pioneer in B2B marketing analytics and attribution. The acquisition accelerates Terminus’ vision of building a platform that unifies B2B go-to-market teams as they create, measure, and operationalize account engagement in support of efficient growth and exceptional buyer experiences. Terminus is proud to welcome 40 new “Terminators,” who will continue to be based in the office BrightFunnel established in the heart of San Francisco.

The Terminus ABM platform is used by marketing teams at more than 400 companies to orchestrate account-based advertising, operationalize account web engagement, and report on target account progression through the funnel. BrightFunnel helps nearly 100 companies connect marketing to revenue through market-leading B2B analytics, including AI-powered multi-touch attribution, account-based measurement, and revenue funnel analytics.
CYDigital's insight:

Account-Based Marketing Leader Terminus Acquires BrightFunnel - MarTech Series

 

This is a very smart merger: ABM + attribution, and a consolidation of accounts. Smart!!

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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BrightFunnel: The Tech Startup Turning Big Data Mining Into A B2B Gold Mine - Forbes

BrightFunnel: The Tech Startup Turning Big Data Mining Into A B2B Gold Mine - Forbes | The MarTech Digest | Scoop.it
Founded in 2012, BrightFunnel generates predictive, actionable revenue insights for B2B marketers. BrightFunnel delivers real-time dashboard reporting on campaigns, channel performance, and funnel velocity, providing Chief Marketing Officers with full visibility and control over their direct impact on revenue. Their mission is to transform B2B marketing from a cost center into a revenue driver.

Offering an advanced marketing cloud solution, BrightFunnel allows marketers to attribute, forecast, and benchmark their efforts through easy-to-use big data analytics. The company has raised just under $9 million in funding to date, servicing a growing global client list that currently includes Verizon and Cloudera.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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BrightFunnel announces account-based marketing analytics tool - MarketingDive

BrightFunnel announces account-based marketing analytics tool - MarketingDive | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Customer Experience Matrix: Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix: Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution | The MarTech Digest | Scoop.it
Brightfunnel reads lead, account, and opportunity data from Salesforce.com and supplies missing connections based on things like company name. Since Salesforce.com can also capture lead source (i.e., original marketing program), Brightfunnel can build a complete chain linking marketing programs to leads to accounts to opportunities. The system also has connectors to bring in data from Oracle Eloqua and Marketo, marketing automation, which will often include marketing programs and leads that never made it into Salesforce. But Brightfunnel says that most clients work with Salesforc data alone.

Making connections is certainly important, but Brightfunnel also provides tools to use the resulting information. Marketers can analyze results by marketing program, time period, customer segment, or other variables. They can compare performance over time, compare specific programs against an average, and see top campaigns by lead source. Because the imported opportunity data includes sales stage, reports can also track movement through the sales funnel, calculating conversion rates and velocity (time to move from one stage to the next). The system can use this to forecast the value and timing of future sales from deals currently in the pipeline.

What about that third level of attribution, splitting revenue from a single sale among different marketing programs? Brightfunnel offers two varieties of multitouch attribution: one where credit is shared evenly among all programs that touched a lead, and one where credit is split according to a fixed formula of 40% to the first touch, 20% to middle touches, and 40% to the final touch. Brightfunnel can also show first-touch and last-touch attribution, which attribute all revenue to the first or last touch, respectively.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

Not foolproof.

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BrightFunnel raises $6M to help sales teams truly understand marketing ROI - VentureBeat

BrightFunnel raises $6M to help sales teams truly understand marketing ROI - VentureBeat | The MarTech Digest | Scoop.it
BrightFunnel announced a $6M series A led by Crosslink Capital (which has deep expertise in data analytics) as the company has added new high-profile customers, including Cloudera, Five9, Invoca, and New Relic.

BrightFunnel is after a really compelling problem: What did all of those trade shows, webinars, whitepapers, and emails actually get me in terms of real revenue? Why is marketing sending my sales team crummy leads? And why can’t my sales team attribute accurate value to marketing spend?

As Nadim Hossain, CEO of BrightFunnel puts it, “Marketing is from Mars, sales is from Venus. They’re not speaking the same language. We help provide a common language, by translating every marketing touch into a dollar of revenue (this is called attribution); and using that to predict a future state (forecasting).”


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital's insight:

It will only continue, and we all need to be on the analytics bandwagon.

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