B2B data solutions provider, DemandScience and account-based marketing platform Terminus will merge to create a new entity under the DemandScience brand.

The merger positions DemandScience as a global B2B revenue marketing company, offering a next-generation account-based experience (ABX) platform and omnichannel solutions.

Peter Cannone will continue as CEO of the combined company, while Terminus CEO Rich Howarth will become CTO. The merger aims to support the entire buyer's journey from top of funnel to successful close. Benefits for customers and B2B marketers include accelerated lead generation, increased pipeline velocity, maximised ROI, and compliance with various data protection laws.

"We helped thousands of marketers and sellers across the globe exceed their goals and drive meaningful, predictable revenue growth. As a result of this strategic combination, we are bringing to market the most powerful B2B revenue marketing platform available to support the entire buyer's journey from top of funnel to successful close. To date, both companies have succeeded independently in large part due to their respective dedicated team members and exceptional customers, and now that we have combined forces, we will strive to scale rapidly to meet market demands," said Cannone.

DemandScience's solutions include ABX by DemandScience, Revenue Marketing Intelligence and Data solutions, Demand Generation solutions, Display Advertising, Custom Content solutions, Partner Marketing, Event Marketing solutions, and B2B Email Marketing.

"Our organizations' cultures and shared understanding of the market and what marketers and sellers need to excel in today's new normal are incredibly similar. As a result, our vision for the future and our combined IP, product innovations and go-to-market solutions align perfectly, and immediately differentiate us from the competition. Collectively, our new organization has moved to the next level - if you're a B2B marketer or seller, we can help you unlock revenue potential and exceed your company targets," said Howarth.

J.P. Morgan Securities LLC served as financial advisor to DemandScience, and Raymond James served as financial advisor to Terminus throughout the transactions.