Atlanta marketing technology startup Terminus is going overseas.
The startup, founded in Atlanta Tech Village in 2014, is opening a London office led by Gavin Dimmock, a veteran in scaling enterprise tech companies.
Dimmock is hiring for the office, which will include mostly sales and marketing professionals. He said the startup doesn’t have an employee cap and plans to continue hiring through the end of the year to fuel its United Kingdom expansion.
Once the London office is launched, Terminus will start to tackle other markets such as the Nordics and Benelux regions starting in February, Dimmock said.
Terminus CEO Tim Kopp said about 90% of their clients are from the U.S., but the startup is seeing more demand abroad.
“It just got to a tipping point where we weren’t really trying to go international, but our customers pulled us that way,” Kopp said in March.
Terminus, which is seeing rapid growth, provides an all-in-one platform for account-based marketing so companies can better target potential clients and analyze engagement and results of marketing campaigns. It uses data from different types of digital channels to source leads and engage customers.
The European market for account-based marketing software is less mature than in the U.S. and has more data privacy regulations to consider, Dimmock said.
As Terminus grows in the U.K., it will have the “early-move advantage” because there’s not much competition in the marketing tech space, Dimmock said. Data privacy regulations also make intelligent marketing techniques particularly useful for European companies.
For example, European companies are not allowed to send e-mail blasts to large amounts of people, which Dimmock says aren’t helpful marketing tools anyway. Instead, companies can use Terminus software in order to have a multi-channeled approach to engage with customers in a more personal and targeted way.
"The market is riper than ever for change,” Dimmock said of Europe. “Terminus doesn’t have a siloed approach. It’s about capturing data from multiple channels to analyze and measure impacts of engagement.”
Terminus raised $90 million in March to fuel the international expansion. Boston private equity firm Great Hill Partners led the round, which brought the startup’s total investments up to $120 million. Kopp said his focus in 2021 was on expanding the startup's customer base and its customer success teams.
Terminus has just over 200 employees across its Atlanta, Indianapolis and San Francisco offices. In March, Kopp said the startup was planning to hire at least 50 more.
Kopp called 2020 a year of transformation. Clients saw more value in Terminus as more operations shifted digitally. Terminus customers now include more mainstream, enterprise companies and high tech software-driven companies.
In 2020, Terminus acquired predictive data company GrowFlare and Atlanta account-based chat startup Ramble to build out its suite of account-based marketing products. It was also recognized as one of Deloitte’s Tech Fast 500 companies for its 524% revenue growth over the last three years.
A previous version of this article misstated which regions Terminus is planning to expand after the United Kingdom. This has since been corrected.
