Case Study: Chart Industries accelerates decision‑maker engagement and sales‑marketing alignment with Terminus account‑based marketing

Chart Industries Uses Account-Based Marketing to Engage Accounts

Chart Industries, a maker of cryogenic equipment, faces long, complex sales cycles fueled by a small base of repeat customers and purchase decisions that can involve up to 20 stakeholders across departments. With only one or two points of contact per account and few new leads coming in, Chart’s marketing struggled to reach all decision-makers and to align closely with sales, leaving room for miscommunication of value and stalled opportunities.

Chart deployed Terminus account-based marketing to identify key contacts, run targeted campaigns across those stakeholders, and surface engagement signals for sales to act on. The result was stronger sales-marketing alignment, clearer visibility into which accounts were “heating up,” easier campaign setup for a small team, and measurable engagement gains—while tools like the ABM Stack Grader revealed areas (like advocacy) to strengthen going forward.

Chart Industries

Judson Voss

Business Development and Digital Marketing Manager