CEO & Co-Founder of Influ2 Sits Down With Forbes to Discuss How B2B Marketers Can Build Pipelines That Didn't Previously Exist

Paul Talbot: Precisely how does your platform work?

Dmitri Lisitski: Influ2 is a person-based marketing platform that serves ads to key decision makers and buying groups via display and social networks. It allows marketers to personalize their campaigns based on relevance to persona and company role.

Talbot: What does a B2B marketer need to know to build a pipeline from scratch?

Lisitski: Get together with your sales team to define the accounts that you want to go after. When defining your ideal accounts, consider prior success and leverage intent data. At the end of the discussion, you should be 100% clear in terms of the list of the accounts that you want to go after, what process to follow and how often to update.

• Define personas.
• Focus your marketing effort to engage the buying groups defined earlier.
• Establish the right hand off process, and make sure you hand off the buying groups to the sales development team in a coherent way.
• Continue to provide air-cover beyond the hand off moment.

Talbot: When first-party data are in short supply or non-existent, is there a workaround?

Lisitski: B2B marketers can choose to use an ABM platform that runs campaigns without first-party data. For example, my company recently rolled out a capability for marketers who only have a vague ideal customer profile (ICP) and need a list to be developed from scratch.

ABM and companies are moving in this direction, especially in light of the cookie deprecation and increased restrictions around first-party data.

Continue to the original article at Forbes.