Ep. 140 - Why Traditional ABM is Failing Your SaaS Business - with Dmitri Lisitski, Co-Founder & CEO at Influ2

Episode notes

Send us Fan Mail Building meaningful connections with individuals using different channels can be more effective than running an ABM program that only provides a shallow understanding of what’s happening within an account. In this week’s SaaS Backwards podcast episode, we spoke with Dmitri Lisitski, Co-Founder and CEO at Influ2 , a person-based advertising platform that allows you to reach specific people within target accounts and see who interacts with your ads. Dmitri takes us behind the scenes and discusses how his frustration with imprecise ABM platforms led to the creation of Influ2, which aims to solve this problem by targeting individual decision-makers within an account rather than only providing this broad view. We discuss the orchestration between sales and marketing and the significance of nurturing relationships over time in enterprise sales. Dmitri explains how the best thing marketing can do for salespeople is target the same account they’re trying to chase and influence their decision, build awareness, and track intent.

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