The merger of DemandScience and Terminus, announced on Tuesday, is the latest act of consolidation in the B2B media and lead generation landscape and emphasizes, once again, the importance of data to identifying and engaging B2B buyers.
DemandScience, which was founded in 2012, is a data aggregator that helps B2B companies identify and engage with potential buyers. It then targets those prospects with ads, events, email marketing, content syndication, BANT campaigns and more.
Terminus is an account-based marketing (ABM) platform that helps B2B vendors and agencies reach prospects at target accounts with ads served across a wide range of platforms, including LinkedIn, connected TV and audio ads. Its Terminus Data Studio feature functions like a CDP for Terminus users.
Dig deeper: Why B2B CMOs are frustrated with ABM platforms
A large B2B marketing pie, with a lot of players
Since neither company owns any media properties, both rely heavily on data, using data points like buyer intent, website engagement, relationship scores, job titles and lookalike audiences to identify prospects for their customers.
Now that the companies are combining their capabilities, they will initially focus on account-based experiences (ABX). In a release announcing the merger, the companies unveiled ABX by DemandScience, a global platform for marketers and sellers that powers concurrent ABM and syndication activation and delivers unified reporting across channels.
By some estimates, as much as $8 billion was spent on B2B marketing and lead generation in 2023, with that total predicted to surpass $21 billion by 2032. A number of players are vying for a piece of that pie, from traditional media companies to data aggregators. DemandScience competes with lead gen suppliers like Infuse Media and pharosIQ, media companies like Informa and data vendors like ZoomInfo.
In the ABM space, Terminus competes with 6sense, DemandBase and Bombora, among others.
Consolidation in this space is not uncommon. In early 2024, B2B media company Informa purchased TechTarget, a deal that focused on first-party data as the market braced for the potential loss of third-party cookies in Google’s Chrome browser. In October 2024, Third Door Media, the publisher of this website, was acquired by SaaS marketing platform Semrush.
Why we care: B2B marketing is an interesting place right now. Among SaaS providers, in particular, marketing is about elevating attribution to a science and measuring performance marketing efforts from initial touch to closed won.
Pushback against this approach is coming from marketers who believe brand building is essential to growing a business, and that without creating a message that resonates with buyers before they enter the buying cycle, growth becomes exponentially more difficult.
This schism will likely continue to play out in 2025, with some B2B revenue leaders predicting more B2C marketing tactics and leaders to be hired in the B2B sector over time.
Against this backdrop are lead gen providers like DemandScience that rely heavily on performance marketing budgets. They compete with everyone from LinkedIn to data providers like Lusha and ZoomInfo. It’s a crowded space and more consolidation is undoubtedly ahead.
The post DemandScience and Terminus merge, keeping data at the center of B2B marketing appeared first on MarTech.
**DemandScience and Terminus Announce Merger, Prioritizing Data-Driven B2B Marketing Strategies**
In a significant move that could reshape the landscape of B2B marketing, DemandScience and Terminus have announced a strategic merger aimed at enhancing data-driven marketing capabilities for businesses. This merger brings together two of the most prominent players in the B2B marketing space, combining their strengths in data intelligence, account-based marketing (ABM), and sales enablement to offer a more comprehensive suite of solutions for business-to-business marketers.
### A Merger of Complementary Strengths
DemandScience, a global leader in B2B data and intelligence solutions, has built a reputation for providing high-quality data that helps businesses identify and target their ideal customers. Their data-driven approach enables companies to make informed decisions about lead generation, customer acquisition, and sales strategies. By leveraging advanced data analytics and artificial intelligence (AI), DemandScience has empowered businesses to optimize their marketing efforts and improve return on investment (ROI).
On the other hand, Terminus is a pioneer in account-based marketing (ABM), a strategy that focuses on targeting high-value accounts rather than casting a wide net. Terminus offers a robust ABM platform that integrates advertising, email, and sales outreach to engage key decision-makers within target accounts. Their platform is designed to help marketing and sales teams work together more effectively, ensuring that the right message reaches the right person at the right time.
By merging, DemandScience and Terminus aim to create a unified platform that combines the power of data intelligence with the precision of account-based marketing. This merger will allow B2B marketers to leverage advanced data insights to identify high-value accounts and engage them with personalized, targeted campaigns.
### The Growing Importance of Data-Driven B2B Marketing
The merger comes at a time when data-driven marketing is becoming increasingly important for B2B companies. In today’s competitive business environment, companies need to be more strategic about how they allocate their marketing resources. Traditional marketing approaches, such as mass email campaigns and broad advertising, are becoming less effective as businesses seek more personalized and targeted ways to reach potential customers.
Data-driven marketing allows companies to make more informed decisions about where to focus their efforts. By analyzing data on customer behavior, preferences, and buying patterns, businesses can identify the accounts that are most likely to convert into paying customers. This enables them to allocate their marketing resources more efficiently and improve their overall ROI.
The combination of DemandScience’s data intelligence and Terminus’s ABM platform will provide B2B marketers with the tools they need to execute more effective, data-driven marketing campaigns. By integrating data insights with targeted outreach, businesses will be able to engage high-value accounts with personalized messaging that resonates with their specific needs and pain points.
### What This Means for B2B Marketers
For B2B marketers, the merger of DemandScience and Terminus represents an exciting opportunity to enhance their marketing strategies. The combined platform will offer a more comprehensive solution for identifying, targeting, and engaging high-value accounts. By leveraging advanced data analytics and AI, marketers will be able to gain deeper insights into their target audience and create more personalized, effective campaigns.
One of the key benefits of the merger is the ability to align marketing and sales efforts more closely. Terminus’s ABM platform is designed to help marketing and sales teams work together to engage key decision-makers within target accounts. By integrating DemandScience’s data intelligence into this platform, businesses will be able to identify the accounts that are most likely to convert and engage them with personalized messaging across multiple channels.
In addition, the merger will provide businesses with more robust reporting and analytics capabilities. By combining data from multiple sources, marketers will be able to gain a more holistic view of their target audience and track the effectiveness of their campaigns in real-time. This will enable them to make more informed decisions about where to allocate their marketing resources and optimize their campaigns for better results.
### Looking Ahead: The Future of B2B Marketing
The merger of DemandScience and Terminus is a clear indication of the growing importance of data-driven marketing in the B2B space. As businesses continue to seek more personalized and targeted ways to reach potential customers, the demand for data intelligence and ABM solutions is likely to increase.
In the future, we can expect to see more B2B marketers adopting data-driven strategies to improve their marketing efforts. By leveraging advanced data analytics and AI, businesses will be able to gain deeper insights into their target audience and create more personalized, effective campaigns. The combination of data intelligence and ABM will enable businesses to engage high-value accounts with personalized messaging that resonates with their specific needs and pain points.
For DemandScience and Terminus, the merger represents an exciting opportunity to lead the way in this evolving landscape. By combining their strengths, they are well-positioned to offer a comprehensive solution that meets the needs of today’s B2B marketers. As the demand for data-driven marketing continues to
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