Marketing software firm Terminus will invest $1.5 million in an expansion that will create more than 100 jobs over the next few years.
Terminus helps marketers target, engage and grow the marketing and sales pipeline. Business-to-business marketers are growing more focused on revenue generation and want a better understanding of their strongest sales prospects.
As part of the expansion, Terminus will sublease nearly 24,000 square feet at the Terminus 100 office tower in Buckhead. The office space, currently occupied by Premiere Global Services Inc.(PGi), can accommodate more than 200 employees, said Sangram Vajre, Terminus co-founder and chief marketing officer. The new jobs will include software developers, and sales and customer support reps.
Terminus, which leases 3,000 square at Atlanta Tech Village, wanted to remain in Buckhead because of the submarket’s ability to recruit young skilled talent from Atlanta’s urban core and the more senior talent who live in the northern suburbs.
Terminus raised a $7.5 million Series A investment round in March that values the year-old startup at a reported $20 million. Investors include Edison Partners, Hyde Park Venture Partners, Arthur Ventures and Knoll Ventures. Terminus employs 65.
Terminus’ subscription software platform focuses on “account-based” marketing, and provides a way to connect with qualified prospects so that effort isn’t wasted on prospects that aren’t a good fit, or unlikely to purchase.
Marketing automation software has swamped marketers with sales leads. The pain point is delivering on that pipeline by converting prospects into paying customers, Vajre said.
Less than 1 percent of leads generated by B2B marketers turn into customers and they need more ways to drive revenue, Vajre said.
“Account-based marketing helps drive revenue,” he said.
Having developed its software suite, Terminus is bulking up to gain market share.
“Account-based marketing has emerged as a major category,“ CEO Eric Spett said. “It’s a land grab we are going for.”Read Original Article