Formation Marketing Boosts Demand Generation Efforts at Terminus

The Search for a Consultant Begins 

Terminus is a leading account-based marketing (ABM) platform that empowers companies to identify and activate their best-fit accounts. As the Head of Marketing, Anne Murlowski faced a critical need to maintain the momentum of its demand generation strategies when a key team member went on parental leave. Recognizing the importance of continuity, she sought a consultant who could take over demand generation tasks and continue driving results during this period. Additionally, with plans to scale the marketing team’s efforts further, it became clear that a long-term consultant would be valuable even after the team member’s return.

The Characteristics of an Ideal Consultant

Given the fast-paced environment at Terminus, it was crucial to find a consultant who could operate autonomously, demonstrating a passion for problem-solving even outside the initial scope of work. She knew she needed someone who could quickly get up to speed with Terminus’ tools, align stakeholders across departments, and deliver tactical activations efficiently.

The Lasting Impact at Terminus

Angela, Founder of Formation Marketing, quickly became an indispensable asset to the marketing team. Her primary focus was ensuring that Terminus’ webinar and field event strategies stayed on track while the Demand Gen lead was on leave. Angela not only kept campaigns running smoothly but also brought fresh ideas to the table, developing bespoke strategies that enhanced both registration and post-event follow-up processes. Her contributions went beyond execution—she also helped produce executive-level dashboards that enabled precise ROI tracking across all activations.

Long-Term Value Delivered

Beyond her initial role, Angela took charge of a critical product marketing initiative that was lacking the internal capacity to manage effectively. She developed one-sheets for Terminus’ product features and new releases, transforming detailed support page content into high-level overviews that became key assets for our sales team. This work allowed Terminus to update its sales collateral comprehensively, ensuring that new features were communicated effectively to both prospects and existing customers.

Anne states that Angela was a core member of the team and she doesn’t know how they would have managed the past year without her support. She further expresses that Angela’s ability to step in wherever needed, coupled with her leadership on major initiatives, was instrumental in keeping Terminus’ marketing operations running at full capacity. For any startup or organization looking for a consultant who can quickly integrate, drive results, and take on significant challenges, she highly recommends Angela.