Q&A with Dmitri Lisitski, CEO & Co-Founder at Influ2

Media 7 | September 30, 2021

Dmitri Lisitski, Co-founder and CEO of Influ2, has more than 15 years of experience in advertising, online media and e-commerce. He is a co-founder of BonusTec, an IT services company sold to GlobalLogic in 2006. Dimitri holds an Executive MBA degree from Columbia Business School and London Business School.

A lot of what works for B2C doesn’t work for B2B.



MEDIA 7: Could you please tell us a little bit about yourself and your professional journey?
DMITRI LISITSKI:
I started my career in consumer advertising doing media buying for large FMCG companies like Procter & Gamble, Coca-Cola, and McDonald's. After doing this for a few years, I was inspired to move from B2C to B2B, so I founded an IT outsourcing company called GlobalLogic. It’s now become a very large company with more than 20,000 employees globally. When I started my IT outsourcing business, which is now called GlobalLogic, I tried to apply everything that I had learned from being a consumer marketer, but I soon realized that B2B marketing is fundamentally different. A lot of what works for B2C doesn’t work for B2B and that was the inspiration behind me starting Influ2. It answered the question that I had been contemplating for almost a decade: ‘how can I make advertising work well for B2B companies?’


M7: What makes Influ2 stand out among other advertising platforms available in the market today?
DL:
Our vision is innovative because we take a Person-Based Advertising approach to B2B marketing. We’re the first advertising platform that offers this strategy, and this allows B2B marketers to target actual decision-makers and to get relevant content in front of them at the time that they’re open to receiving the information. It also solves one of the biggest challenges that B2B marketers face, which is they don’t know who is clicking on their ads, so the amount of clicks doesn’t convert into leads. With Influ2, every ad visitor is identified, as well as how many times they interacted with the content of the ad and the time at which they engaged with the ad. This not only helps marketers identify new leads but also helps them to develop more thoughtful and personalized content.


If we can’t put our own platform into work then it’s just unethical to sell it to others.



M7: You were recently at the B2BMX 2021 conference with Aristomenis Capogeannis, Director of Revenue Marketing at NVIDIA. Could you please tell our readers some of the key takeaways from your discussion?
DL:
Hearing directly from Ari was another proof-point of how a Person-Based Marketing approach can truly help companies better target their prospects and help to close the gap between marketing and sales, thus increasing their leads and marketing ROI. For example, Ari and the NVIDIA team were seeking to drive growth and the traditional ‘spray-and-pray’ tactics that they had been using for years weren’t working. Also, there was a divide between sales and marketing-sales needed to better understand how to operate the martech, and marketing needed to do a better job identifying leads and supporting sales in closing leads.

So, Influ2’s platform helped the NVIDIA team implement a person-based approach that targeted at the individual level and connected with actual decision-makers and not just sent a communication to various people with a certain title across a large account. Also, we assisted the NVIDIA team in tailoring ads to a specific person, capturing behavior and intent to measure engagement at a personal level. This drove conversations and ultimately, drove sales. Additionally, our solution allowed Ari and team to adjust their marketing efforts to better support sales and create one revenue operations cycle. Ultimately, the campaign they launched with Influ2 achieved an 89% account match rate with 28,485 targets reached and 273 engaged accounts.


M7: The New York VC Network included Influ2 in the Top 20 out of NYC Top 50 companies that are raising their Seed/Series A funding. What was the strategy behind receiving this prestigious recognition?
DL:
The New York VC Network recognized us without us applying for the honor, so we were surprised and delighted to receive the recognition.


M7: What are your preferred marketing channels, given your target customers?
DL:
We have actually used Influ2 for all of the company’s Account-Based Marketing efforts, so we essentially ‘drink our own champagne.’ This has been a big contributor to our success and has driven triple-digit growth since we first launched in 2017. It was a very hard decision to limit ourselves to using our platform only to acquire new customers, but I believed that if we can’t put our own platform into work then it’s just unethical to sell it to others.


Just connecting with employees at a target account doesn’t mean that you’re being successful - you have to engage the actual decision-makers or buying group.



M7: What is your strategy behind helping your sales team present your products and services in an engaging manner to your potential customers?
DL:
We’ve used our own platform for all of our Account-Based Marketing efforts and this has helped us drive triple-digit growth since we first launched in 2017, so that’s been a great proof-point for our sales team. Also, it shows that we believe in our product so much that we use it ourselves and that it can drive enterprise-level leads. Sharing this with potential leads helps our sales teams build relationships, but we only need to share a product demo to turn a lead into a new customer. For example, one of our customers, DISCO (an all-in-one e-discovery software solution for legal services), agreed to co-present a case study at this year’s B2B Marketing Forum, which took place this past April. Their Director of Marketing, Keith Schrodt, was my co-presenter and he shared how Influ2 captured his attention.

DISCO markets to lawyers who bill their time in 15-minute increments so it’s very hard to capture their attention since their time is so valuable. DISCO was looking for ways to overcome this challenge, and Keith, who is also very busy, shared why he reached out to Influ2 after receiving a few of our ads. He said, “if they can reach me, on my time, when I’m taking a lunch or evening break, and I’m seeing these ads and recognizing them - and the messaging resonates with me; then if they can do that to me, let’s look into this technology and see if we can use it to get in front of our personas and audiences.”And, Keith took a screenshot of our ads and shared them with his CMO. So, often our sales strategy is to let our platform speak for itself by showing what the technology can do.


M7: Could you please share a few words of wisdom to the aspiring marketers today in the context of imprecise marketing?
DL:
The biggest challenge that B2B marketers face is that they often fail to grasp how imprecise their marketing is. Often, it feels like using account-based advertising isn’t bad, but just connecting with employees at a target account doesn’t mean that you’re being successful - you have to engage the actual decision-makers or buying group. For example, if the account is Microsoft - a company with 150,000 employees - and you serve an ad to 30 people within the buying group, the chances of hitting the right person are .02%. The odds don’t sound that bad, but it also means that only 1 out of 5,000 impressions hit the target, with 4,999 hitting the wrong people. And, this level of imprecise marketing is something that most companies can’t afford, so it’s important to really understand the true ROI that you’re getting out of your marketing initiatives.

ABOUT INFLU2

Influ2 is a VC-backed, person-based marketing platform for B2B companies that addresses the fundamental orchestration dissonance between advertising activities and sales. It helps B2B marketers create meaningful relationships with customers that result in closed deals. With Influ2, each step of the customer journey (from top-of-the-funnel brand awareness and demand generation stages to sales and customer retention efforts) is fortified by personally targeted advertising.

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Media 7 | April 14, 2020

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Grip Security | September 27, 2022

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Workspot Debuts Cloud Alliance Program, an Innovative Program for End User Computing Partners

Workspot | September 22, 2022

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Amplifi, Pyramid Analytics | September 21, 2022

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Grip Security | September 27, 2022

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Workspot Debuts Cloud Alliance Program, an Innovative Program for End User Computing Partners

Workspot | September 22, 2022

Workspot, the Cloud PC company, today announced the launch of the Workspot Cloud Alliance Program, an invite-only, cloud-forward, partner program. Through the program, Workspot provides members with the ability to sell its Cloud PC solutions to customers. Workspot will collaborate closely with members of the Cloud Alliance Program in helping customers accelerate their cloud transformation projects. Historically, partner programs have been very transactional with limited collaboration between vendors and channel partners. Through the Cloud Alliance Program, Workspot is transforming the relationship between technology vendor, channel partner and customer, creating a laser focus on the customer’s success. Additionally, making the shift from selling on-premises solutions to focusing on SaaS is at the core of long-term partner growth and overall success as well. “Customers are looking for solutions that accelerate their digital transformation in a multi-cloud world. We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. “Customers are looking for solutions that accelerate their digital transformation in a multi-cloud world. We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. Workspot has welcomed some of the foremost end user computing partners in the world, including Ferroque Systems and Entisys 360, among others. Core to the program is the selection of cloud-forward partners with extensive VDI experience, who understand the imperative of moving desktop workloads to the cloud to take their customers into the future. Workspot found it critical to choose partners who have a strong culture of customer centricity, empathy for the importance of the end-user experience, and a collaborative mindset that drives overall customer success. Ferroque Systems, a digital workspace and virtualization service provider, sees a significant opportunity to help customers modernize end user computing by using Workspot Cloud PCs and workstations. “SaaS applications continue to grow in popularity because of their operational efficiency,” said Michael Shuster, CEO of Ferroque. “With the post-pandemic market doubling down on digital workspaces in general for all workstyles, we view moving desktop workloads to a SaaS model as transformational for our customers with unique advantages over other digital workspace models.” Todd Hsu, President of Ferroque, added “Most of our customers have a multi-cloud strategy so they can optimize for features and cost. Workspot fulfills that strategy with its ability to deploy Cloud PCs across multiple clouds, manage and monitor them easily from a single admin console, and scale globally in minutes so our customers can respond to new opportunities instantly. That’s a great formula for customer success.” “Customers are looking to the cloud to achieve new levels of agility and security, and Cloud PCs have quickly become an essential component of enterprise cloud-forward strategies,” said Mike Strohl, CEO of Entisys 360. “Workspot’s SaaS platform makes it easy for us to move desktop workloads to the cloud and deliver the flexibility and reliability our customers require to keep up with a complex and ever-changing business environment.” In today’s IT landscape, having access to multi-cloud solutions is critical for customers to transform the end user experience and achieve levels of agility, security and reliability previously unattainable. As organizations’ cloud-first strategies mature, they are turning to their trusted consulting partners for cloud solutions that modernize end user computing. Just as many enterprise applications are now delivered as SaaS solutions, the modern desktop is now a Cloud PC, delivered as a service with massively simplified management. This model enables channel partners to easily fulfill customer requirements while also building a recurring revenue stream for their own business. The Workspot Cloud Alliance Program re-defines traditional partner programs and generates new revenue opportunities for members. Both parties work closely together to bring the full complement of technology, solution expertise and a growth mindset to customers, with ongoing customer satisfaction as the measure of success for all parties. Customers benefit from SaaS flexibility, with predictable pricing tailored to each use case and instant, global scalability to respond to new opportunities. Layered security enforces Zero-Trust policy, and innovative high-availability features that are unmatched in the industry keep the business up and running during a continuity event. These key capabilities accelerate digital transformation and future-proof organizations’ technology stacks so they can be ready for anything in today’s dynamic business environment. Workspot is the only solution on the market offering multi-cloud support for Cloud PCs, including the big three public clouds, Microsoft Azure, Google Cloud, and Amazon Web Services, giving customers the ultimate freedom to select best-of-breed cloud capabilities for each use case. With Workspot’s very high customer satisfaction, including an NPS score of 76 and 100% customer support satisfaction, members of the Cloud Alliance program can also have complete confidence they are offering their customers the very best end user computing solution. To learn more about the Workspot Cloud Alliance Program, please visit: Workspot Solution Partners Page About Workspot Workspot is the only cloud-native solution that delivers enterprise-class Cloud PCs. This innovative service lets IT securely stream the right compute capabilities for each user, on any device, anywhere they want to work. As the only Cloud PC solution that operates across all the major public clouds – Microsoft Azure, Amazon Web Services, and Google Cloud – Workspot is uniquely positioned to address today’s remote work challenges by providing a multi-cloud and multi-region approach to end user computing. Simple to deploy, scale, and operate, Workspot’s award winning Cloud PC solution benefits IT as well as end users with a seamless work experience that enhances productivity while maintaining the highest performance standards for intensive workloads. For more information on Workspot Cloud PC solutions please visit www.workspot.com.

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CHANNEL PARTNERSHIPS

Pyramid Analytics Expands European Systems Integration Channel With Amplifi Partnership

Amplifi, Pyramid Analytics | September 21, 2022

Pyramid Analytics (Pyramid), a pioneering decision intelligence platform provider, and Amplifi, a specialist consultancy providing Advisory, Delivery and Support services for data management, data governance and data quality, today announced a partnership from Big Data LDN, the UK’s largest data and analytics conference. Expanding channel partnerships with complementary technology companies, independent software vendors (ISV), consulting firms, value-added resellers (VAR) and systems integrators (SI) is a strategic priority. Pyramid has expanded its Alliances team and partner recruitment capabilities, invested in partner training and development, and launched joint go to market programs. Key Points: Amplifi provides a portfolio of services across the data management spectrum: Strategy & Advisory; Implementation & Integration; and Managed Services & Support. Partnership enables Amplifi to broaden its service portfolio to include top-rated augmented and prescriptive analytics with the Pyramid Decision Intelligence Platform. Pyramid continues to build a roster of SI and VAR partners to extend market reach and scale. Pyramid is a CRN Channel Awards 2022 finalist in the Emerging Vendor of the Year category which recognises new and emerging organisations which have successfully supported the growth of their channel partners in the UK. To learn more about becoming a Pyramid partner in the UK & Ireland, contact bill.clayton@pyramidanalytics.com. Pyramid Analytics Demonstrates its Commitment to and Value for Channel Partners Channel partners are critical for Pyramid’s ability to continue to grow in a scalable manner, in turn offering them access to pioneering innovative technology that can transform their business. Pyramid understands that for outstanding growth to be achieved for the company and for its channel partners, its partners should be thoroughly supported with training to develop in-depth knowledge and insights. Pyramid’s partner portal is vital in delivering learning, development and growth value for Pyramid and its partners. Decision Intelligence is the Next Big Data Analytics Innovation The next major innovation in analytics is Artificial Intelligence (AI). Applying AI across Data Prep, Business Analytics, and Data Science is what separates Decision Intelligence from traditional business intelligence tools such as Microsoft Power BI, Qlik, and Tableau. AI lowers the skills barrier by automating the highly technical work needed to prepare and analyze data and create and share reports and dashboards. The Pyramid Decision Intelligence Platform delivers data-driven insights for anyone to make faster, more intelligent decisions. The Pyramid Platform provides instant access to any data, enables automated governed self-service for any person, and serves any analytics need, from the simple to the sophisticated. By uniquely combining Data Prep, Business Analytics, and Data Science with AI guidance in a single environment, the Pyramid Platform reduces cost and complexity while accelerating growth and innovation. This enables a strategic, organization-wide approach to Business Intelligence and Analytics. Quotes Bill Clayton, Vice President of Global Partner Sales, Pyramid Analytics: “Amplifi has a proven record of building solid data foundations for customers in a variety of industries. This partnership brings additional vertical expertise and services to Pyramid customers across the UKI and Europe. Importantly, analytics is the catalyst that turns data into intelligent decisions. The combination of the data infrastructure architected, deployed, and managed by Amplifi and the decision intelligence capabilities of the Pyramid Platform are highly complementary and will deliver added value to joint customers.” Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Being able to offer the Pyramid Decision Intelligence Platform to operate on top of that foundation means we’re able to provide increased value to our customers when they’re making business decisions with their data.” About Amplifi Amplifi is the go-to consultancy for Enterprise organizations that want their success to be driven by data. We establish and deliver data strategies that enable global brands to manage, govern and analyse their most important data so they can innovate, grow and succeed. Consistently recognized as a leader by Gartner on the Market Guide for MDM External Service Providers report, Amplifi provides strategic consulting and implementation services for industry leading B2B and B2C companies through its global offices in North America, the UK and Northern Europe. About Pyramid Analytics Pyramid is what’s next in analytics. Our unified decision intelligence platform delivers insights for anyone to make faster, more informed decisions. It provides direct access to any data, enables governed self-service for any person, and serves any analytics need in a no-code environment. The Pyramid Decision Intelligence Platform uniquely combines Data Prep, Business Analytics, and Data Science in a single environment with AI guidance, reducing cost and complexity while accelerating growth and innovation. The Pyramid Platform enables a strategic, organization-wide approach to Business Intelligence and Analytics, from the simple to the sophisticated. Schedule a demo. Pyramid Analytics is incorporated in Amsterdam and has regional headquarters in global innovation and business centers, including London, New York City, and Tel-Aviv. Our team lives worldwide because geography should not be a barrier to talent and opportunity. Investors include H.I.G. Growth Partners, Jerusalem Venture Partners (JVP), Sequoia Capital, and Viola Growth. Learn more at Pyramid Analytics.

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