Is there a prize for first acquisition of the year? If so, Account Based Marketing vendor Terminus just won it by announcing they’re buying BrightFunnel, which specializes in B2B marketing analytics and attribution. It’s pretty far from Terminus’ core business in targeted display ads, which just shows the extent of their ambition to become a full service B2B marketing platform.
There’s no doubt that B2B analytics are a challenge. Content marketing platform Conductor found that just half of marketers (51%) said they could easily measure the results of their global marketing efforts. Slightly more (56%) are overwhelmed by the amount of data their systems generate when they try to extract insights. Just 3% have a single dashboard to measure overall marketing performance while 29% have five or more.
Display advertising generally ranks fairly low on B2B marketers’ priorities compared with face-to-face events, content marketing and even paid search. Programmatic buying is supposed to make it more efficient but has recently been haunted by concerns over brand safety and viewability. Still, this BrandShare study for Dun & Bradstreet found that 63% of B2B marketers are buying ads programmatically and 66% plan to spend more. Other interesting data here: for example, fewer than half (46%) the respondents integrate CRM with marketing systems.
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