MARTECH SERIES: B2B Marketing in Questions and Answers
#pbm #abm #b2bmarketing
Originally published on MarTechSeries, Oct 25, 2019
Dmitri Lisitski, CEO and Co-Founder at Influ2, answered questions from MarTech Series about ABM and its future.
How much has the Account-Based Marketing evolved in the last 12-18 months?
ABM is still a work in progress. It’s a growing trend and there has definitely been more interest. However, there is still a lot of confusion in regards to ABM’s impact and how to measure it.
I’d say there has been a lot more experimenting with ABM in the last year and that created even more demand for more precise data and actionable results.
How does Influ2 serve contextual content to customers? How does website strategy differ from mobile customers – what benefits Influ2 has over the non-users?
Influ2 has a unique take on serving content through ads. Person-based advertising approach Influ2 uses, means that you select specific people to show your ads to, and you control which content they see and how often. So, you can create different ad campaigns for different personas and contextualize content for every persona.
Our starting point is the person our clients want to reach. Different people have different habits in their online behavior, our job is to understand that behavior and serve ads across platforms and devices that are typically used by each particular person.
How do MarTech and Programmatic Advertising converge at Influ2? What kind of integration are we talking with your ABM solutions for Customer Acquisition?
MarTech is all about Conversion funnels, Sales and Marketing alignment, it has a person-based mentality if you will, while programmatic is about deliverability, CTRs, frequency and accuracy optimization. Influ2 merges these two concepts by doing all the heavy-lifting that comes with programmatic, like navigating DSP, DMP, etc. This makes Influ2 a simple and understandable plug and lay element of a MarTech stack, which is easy to integrate and use alongside CRMs and Marketing Automation platforms.
Could you tell us about the changing nature of Marketing Campaigns and how much of it impacts Lead Generation tactics?
As you have rightfully mentioned in your previous question – ABM is evolving. It means B2B world, more than ever understands the necessity of focusing their marketing efforts on specific accounts. This is even more true for companies, whose target audience consists primarily of enterprise accounts.
Even those who have already tried ABM, understand that it is not the accounts, but people who make decisions. So, in their marketing campaigns, companies are now trying to focus on people, on very specific people. So, I would say marketing campaigns become more focused, hence more contextual. And the success of the campaign has now more to do with the precision of targeting and quality, relevance, rather than the number of leads we are so used to seeing in a lead generation.
What titles in the industry are you currently selling to? Which regions have been the fastest and most responsive to adopting ABM products?
We are primarily focused on high-tech companies since they are very growth-oriented. Mostly we talk to C-level execs and their marketing teams. They are more open to trying new technologies and are fast in implementation (as well as Influ2), so it works out perfectly.
Geography-wise Silicon Valley and NYC are clearly the head-runners. We also have lots of great clients in Israel.
Could you tell us about the impact AI ML capabilities have on your Marketing and Sales efforts?
AI has been a very fancy word for the last couple of years and lots of companies started using it just for the sake of it. So much so that it basically became a default word for describing any IT products. Many companies use the term, but do not use the technology behind it. We stopped using these acronyms – ML in Python, AI in PowerPoint – we have no other choice, but to develop in golang (j/k).
One crucial thing that MarTech companies fail to understand is that they can’t think deterministically if they want to make a breakthrough. AI can help to see beyond the obvious and connect the dots that are hard to connect otherwise. For us, it meant getting ads to perform 10x better by looking beyond the obvious.
What message do you have for MarTech CEOs and CMOs?
So many companies are trying to build end-to-end ABM solutions today: intent data collection, ABM orchestration, execution, attribution, performance measurement, you name it. You can’t be great at everything. It’s time to take a look at and learn from developers – transform monolith end-to-end products to microservices. This way each element can become a part of a new and more robust solution, suitable for the needs of each particular client.
So, to MarTech CEOs and CMOs I’d say let’s cooperate and use integrations to best serve the needs of our common clients.
What efforts are you taking to grow your business by using MarTech and SalesTech platforms?
Product-wise we have integrations available with major CRMs and Marketing Automation platforms and our product architecture allows easy integrations with other MarTech and SalesTech platforms. Company-wise we are keen on forming partnerships with other platforms as long as it serves the interest of our clients.
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