Inbound marketing company HubSpot has jumped on board account-based marketing (ABM) Terminus‘ latest $10.3 million Series B round by committing to its first-ever capital investment. The round was co-led by Atlanta Ventures and Edison Partners.
This strategic move by HubSpot was inspired by a recent foray into ABM and whether it could be “done in a human-friendly, inbound way,” says Bradley Coffey, Chief Strategy Officer at HubSpot.
“We’re excited to join this investment round for Terminus, a leader in the account-based marketing space. We view ABM as a complement to Inbound marketing in helping businesses better align their sales and marketing efforts around building better relationships with customers. For HubSpot, this investment in Terminus is an investment in the larger Inbound ecosystem, and we look forward to helping Terminus and those businesses using ABM and Inbound grow,” says Coffey.
The company says they were attracted to the possibility of providing Terminus’s precise, personalized marketing, which feels organic and not forced, for Hubspot’s customers.
“We have a great synergy with Hubspot in that they’ve got the Inbound movement and we’ve spearheaded the #FlipMyFunnel movement — at face value, they’re kind of preaching the opposite things, but I think actually they represent how the B2B marketing and sales roles are coming together,” says Terminus CEO and Co-founder Eric Spett. “These are two companies that led with movement, trying to drive really a philosophical change in marketing and then backing it up with software — we went through the same pattern there. We think there’s a really strong story to tell between Inbound and #FlipMyFunnel.”
Aside from a new partnership with HubSpot, Terminus will use the funds to grow their product and engineering teams in Atlanta and open a new office on the West Coast. The startup’s customer and revenue growth has grown exponentially in just a little over a year with major leadership hires, Chief Product Officer Bryan Brown and Chief Revenue Officer Todd McCormick (both formerly of Silverpop/IBM) plus Director of Engineering Edwin Marty spearheading much of that growth.
“Terminus has been on an absolute tear. The terminators are a rare breed that can achieve remarkable financial results, build an entire category, and create a one of a kind company culture,” says Patrick Meenan, Partner at Arthur Ventures and an investor in this round.
After closing their Series A in March 2016, the team accelerated product development and doubled its workforce. They graduated out of Atlanta Tech Village and moved into the Terminus building last last summer. Now, with this round under their belts, the team is ready to expand even further.
“At the end of the day, Terminus is becoming a product-led company,” says Spett. “While we’ve experienced tremendous growth from a revenue and headcount perspective, what will enable us to continue building a long-term, sustainable business is a best-in-class platform that creates Enterprise value for our customers.”
In the next 18 months, the startup will add more than 100 jobs, including executive level hires. “Atlanta is a great place to grow a company,” Spett told Hypepotamus last fall and his commitment to the city still continues as they will keep their headquarters here to continue fostering the tech community and put Atlanta on the map.
“We think that being headquartered in ATL gives an ‘unfair advantage’ with such amazing talent, quality of life, and a thriving technology and MarTech ecosystem,” says Spett. “We’re on a mission to change the world of B2B forever and are committed to building one of the greatest companies Atlanta has ever seen.”