Terminus integrates with partner ecosystem platform Crossbeam
The initiative aims at managing ABM strategies for B2B brands with multiple channel partners.
Terminus, the ABM and B2B growth platform, has announced a new integration with Crossbeam. Crossbeam, which describes itself as a LinkedIn for partnerships, allows brands to connect with partners in their ecosystem and gain insights into overlaps between brand and partner data (if a partner is not already present in the Crossbeam ecosystem it will onboard them at no cost).
Crossbeam’s technology aims to address the common use case of B2B brands working with multiple channel partners, likely with overlapping accounts and prospects. It seeks to support a cohesive marketing message across the brand/partner environment. Crossbeam estimates that over 80% of B2B brands work with channel partners.
The integration will help Terminus customers organize joint marketing efforts, reduce duplication and boost pipeline velocity through coherent engagement with shared accounts.
Why we care. This partnership follows on the heels of Terminus’s acquisition of Zylotech, the B2B CDP, earlier this year. It looks to address what must be a common problem — brands and partners failing to coordinate when marketing to the same accounts or prospects. At scale and velocity no spreadsheet is going to be able to track this activity.
For the integration to work effectively for mutual customers, account data in Crossbeam will need to be sourced from the same CRM that is integrated with Terminus.