The merger of DemandScience and Terminus highlights the increasing importance of data in successfully identifying and engaging B2B buyers in a competitive landscape.
Both DemandScience and Terminus rely on data points like buyer intent, website engagement, and relationship scores to help clients identify prospective buyers effectively.
By merging capabilities, the companies will focus on account-based experiences (ABX), launching ABX by DemandScience, which enables marketers to implement concurrent ABM and syndication.
The B2B marketing landscape is rapidly evolving with projected growth in spending from $8 billion in 2023 to over $21 billion by 2032.
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