“Terminus is an engagement point for us,” Gilbert explains. “It’s not the first touch for our audience, nor the last touch. It’s part of the journey. We use Terminus to help figure out what the market is saying and how they are engaging with us, from awareness to post-purchase.” Rather than focusing merely on top-of-funnel activities, CRMNEXT’s marketing teams orient their go-to-market strategies across the entire buyer journey. Their campaigns focus on different goals, based on stages and points within the lifecycle. “Our campaigns have a brand component, as well as an omni-channel approach, from driving awareness to supporting customer success and expanding the customer relationship. We use ads, chat, emails, direct mail, landing pages, and even podcasts.”

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