Terminus, an account-based marketing (ABM) platform, has acquired GrowFlare, an account profiling-predictive data company. Terms were not disclosed.
GrowFlare uses psychographics to help B2B brands to prioritize promising accounts and identify lookalikes.
Terminus clients can now determine what companies are saying on their websites and in their social media messages, government filings, job listings and other public data sources, , the company says in a blog post.
The goal is to help teams “identify best-fit target accounts instantly, leverage unmatched AI and psychographic data to know exactly what to say and when,” states Terminus CEO Tim Kopp.
Users can reach out to interested prospects in their CRMs and browsers, based on “observed intent” instead of “inferred intent,” the firm adds.
GrowFlare founder and CEO Matt Belkin will join Terminus as executive vice president of data. Belkin has also served as COO of Domo and vice president of customer strategy for Adobe.
The GlowFlare staff will join the 200 employees now at Terminus.
This is the third acquisition in a year for Terminus. Last December it acquired Sigstr, an email signature marketing platform built on intent, engagement, relationship and other account information.
In April, Terminus acquired Ramble, a chat tool, in a move that purportedly challenges Drift, the conversational commerce firm.
In July, Terminus has introduced the Terminus Engage Hub, combining data and attribution tools covering email, advertising, web and chat.
And earlier this year, the company announced a product integration with Salesforce Pardot, a B2B marketing automation platform that provides an email marketing service, among other tools.