Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
ABM platform Terminus today announced the acquisition of independent CDP Zylotech, founded by Abhi Yadav and Iqbal Kaur in 2014. Zylotech is a purpose-built B2B CDP with a customer base including Google, Cisco and Dell. Zylotech will now operate as the Terminus Customer Data Platform.
In a release, David Raab, founder of the CDP Institute, said “CDP is becoming more widely adopted in B2B, as companies recognize their marketing automation and CRM systems are not enough to provide true data unification and sharing. By acquiring Zylotech, Terminus positions itself – and its clients – to take full advantage of the capabilities that a CDP provides.”
Yadav, who served as CTO at Zylotech, will join Terminus as Head of Platform Innovation.
Why we care. There are two things to pay attention to here. First, Terminus says the acquisition makes it the only ABM platform with a standalone CDP purpose-built for B2B. Competitor Demandbase might claim that its Sales Intelligence Cloud, built on the acquisition of InsideView, serves a similar function. But we don’t have to adjudicate that right now.
The second notable point is that Terminus frames the value of the acquisition very much in terms of the perpetual inaccuracy and incompleteness of CRM data. Following the recent Oracle news, it seems to be open season on CRMs.
Customer data platforms: A snapshot
What they are. Customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences. They are especially hot right now as marketers face increasing pressure to provide a unified experience to customers across many channels.
Understanding the need. Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.
Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.
Why we care. Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences.
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