According to Gossip Girl, ‘You’re no one until you’re talked about’... so I’m proud to announce that Influ2 has been named as a challenger in The Forrester WaveTM: B2B Advertising Solutions, Q3 2022.
We’re honored and thankful to John Arnold and Forrester to be considered and evaluated. It’s a proud moment for us, cementing Influ2’s position as a B2B advertising challenger.
If you’ve never been through the process for The Forrester WaveTM, it is intense. There is a lot of work that goes into it from all involved.
What I realized through this process is that Influ2 doesn’t fit into the pre-existing categories. We’ve been trying to make our solution fit into a box, but the concept of Person-Based Advertising just doesn’t fit into these predetermined categories.
As Albert Einstein said… “Everyone is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”
I was reminded that we set out to build a solution that challenged the status quo of traditional digital advertising. To deliver real and tangible value to B2B marketers from their display and social media advertising.
In a market set to be worth $219.49 billion in 2026 - Influ2’s vision is to help B2B teams drive tangible advertising ROI, give marketing the ability to work hand-in-hand supporting sales to reach their target accounts and decision makers, and (hopefully) provide them with a relevant experience.
What this means is that we’ve stepped outside the box of what exists, to ask the question: What is possible? This often tests the limits of technology, knowledge, information and—in Adtech—privacy.
While innovation requires testing to see what is possible, it doesn’t mean non-compliance. What I realized through this process was that while our team and customers know how Influ2 works and how it upholds privacy compliance, we haven’t done the best job at communicating this. Something we’re working on.
We are cognizant that Person-Based Advertising is a unique capability for B2B organizations and it’s always been our highest priority to ensure that we are compliant. This is why we invest significant resources with our prospects and customers to ensure Influ2 complies with their privacy frameworks.
When compared to other more direct and invasive marketing and sales tactics (e.g. email, phone calls, etc.), display and social media advertising offers a less invasive experience for the end user and the organizations trying to engage with them.
Our customers recognize this. Adi Hagag, B2B Marketing Director at Optimove in his video presentation at the Forrester Summit earlier this year, commented that Influ2 enabled the company's Account-Based Marketing approach:
“The ability to create a segmented list of buying personas within key target accounts, the ability to drop a micro targeted ad through social or display networks, and then being able to track that back and notify your CRM and sales team by doing so... then being able to engage with that prospective customer as a result, is a capability that really only Influ2 in the market can claim.”
In a time where economic uncertainty is ruling business decisions, Influ2’s inclusion in The Forrester WaveTM: B2B Advertising Solutions, Q3 2022 indicates to me that B2B businesses more than ever need their marketing investment to count and return real results for sales.
Co-founder and CEO of Influ2 and an entrepreneur with 20 years experience in online marketing and advertising. Dmitri holds Executive MBAs from Columbia Business School and London Business School. He has successfully launched, managed and advanced multiple IT-powered companies (including BonusTec and ThickButtons).