• by Ray Schultz , August 6, 2020

Terminus, an account-based marketing platform, has formed a product integration with Salesforce Pardot, a B2B marketing automation platform that provides an email marketing service, among other tools. 

The arrangement will make it easier for marketers to combine existing marketing automation data with the account automation data supplied by Terminus.

The integration includes such features as:

• Bi-directional data sync
• Sales and customer success intelligence
• Lead-to-account matching and data hygiene

Clients can build better targeted ad segments based on Pardot data, or activate drip marketing campaigns in Pardot, the company says. 

In addition, the integration allows brans to alert sales teams about important accounts, and those at risk.

Wade notes that the “landscape is highly fragmented, making it difficult for marketers to connect all of their data effectively across the entire customer lifecycle.” 

Last month, Terminus introduced the Terminus Engage Hub, combining data and attribution tools that cover email, advertising, web and chat. 

The goal is to help brands “own every point of engagement with target audiences and track all activity at the account-level in a single platform,” said Wade at the time.

In April, Terminus acquired Ramble, a chat tool, in a move that apparently challenges Drift, the conversational commerce firm.