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
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 person-based marketing (PBM) to give advertisers a way to engage with specific individuals, which is more effective, Lisitski said.