Account-based marketing software producer Terminus has paid an undisclosed amount to acquire US-based marketing analytics provider BrightFunnel, giving exits to enterprise software provider Salesforce and media company Bloomberg.
BrightFunnel has created a business-to-business (B2B) software platform that provides marketing analytics and intelligence for enterprises, allowing marketers to measure the impact that online and offline activity has on revenue.
The company had raised $9.5m in funding since it was founded in 2012, most recently securing $6m in a 2015 series A round led by Crosslink Capital and backed by corporate venturing units Salesforce Ventures and Bloomberg Beta.
Karlin Ventures and Resolute Ventures also took part in the series A round having contributed to BrightFunnel’s $2.5m seed round alongside Bloomberg Beta, Crosslink Capital and Tekton Ventures the previous year.
Bryan Brown, chief product officer of Terminus, said: “The BrightFunnel acquisition accelerates our product vision by at least two years.
“We are adding more engineers to support the combined vision of making marketing analytics and attribution more accessible to all B2B teams, and more focused on account-based practices as we continue to build Terminus, the most widely used [account-based marketing] platform.”