ABM platform Terminus adds an established, standalone CDP to its offerings.
ABM platform Terminus today announced the acquisition of independent CDP Zylotech, founded by Abhi Yadav and Iqbal Kaur in 2014. Zylotech is a purpose-built B2B CDP with a customer base including Google, Cisco and Dell. Zylotech will now operate as the Terminus Customer Data Platform.
In a release, David Raab, founder of the CDP Institute, said “CDP is becoming more widely adopted in B2B, as companies recognize their marketing automation and CRM systems are not enough to provide true data unification and sharing. By acquiring Zylotech, Terminus positions itself – and its clients – to take full advantage of the capabilities that a CDP provides.”
Yadav, who served as CTO at Zylotech, will join Terminus as Head of Platform Innovation.
Why we care. There are two things to pay attention to here. First, Terminus says the acquisition makes it the only ABM platform with a standalone CDP purpose-built for B2B. Competitor Demandbase might claim that its Sales Intelligence Cloud, built on the acquisition of InsideView, serves a similar function. But we don’t have to adjudicate that right now.
The second notable point is that Terminus frames the value of the acquisition very much in terms of the perpetual inaccuracy and incompleteness of CRM data. Following the recent Oracle news, it seems to be open season on CRMs.