Influ2 launches what it calls the first person-based marketing B2B ad platform
The company says account-based management is not an effective or efficient way to engage with enterprise-level B2B influencers.
Robin Kurzer on May 16, 2018 at 10:48 am
person-based marketing (PBM) to give advertisers a way to engage with specific individuals, which is more effective, Lisitski said. “Our idea [for Influ2] was actually inspired by account-based marketing,” Lisitski said. “We liked the idea of targeting specific accounts and thinking of every account as a target market, but we quickly discovered that it has many flaws and there’s no way you can actually optimize it.” Influ2 solves this problem by tracking user interactions and then allowing advertisers to re-contact specific people. Lisitki told me that Influ2 is the first PBM-based B2B ad platform in the market.Dmitri Lisitski is not a fan of account-based marketing (ABM). The chief executive officer of enterprise-level B2B influencer advertising platform Influ2 says the popular marketing trend simply does not allow advertisers to reach the right person. “Account-based marketing is not very efficient because it targets a lot of people inside one company, but you can’t really target specific people,” Lisitski told me in advance of Influ2’s official launch on Tuesday. The platform uses machine-learning-powered