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

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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FiscalNote Announces Strategic Commercial Partnership to Accelerate Company’s Global AI Co-pilot Program

FiscalNote | December 11, 2023

FiscalNote Holdings, Inc. ("FiscalNote"), a leading AI-driven provider of policy and global intelligence, today announced a commercial partnership with Era Global Technologies, LLC (“Era”), a technology-focused investment firm backed by leading, closely-held family enterprises. This marks continued support from an early-stage investor and strategic advisor to the Company who has been closely aligned with FiscalNote for over five years. Era’s dedicated value-creation platform, Era Catalyst, will be a foundational channel partner, providing distribution support for FiscalNote’s recently-announced AI Co-pilot program. Era will provide referral services into their extensive network to accelerate sales and introduce FiscalNote’s proprietary AI products in the legal and regulatory space to several of the world’s largest conglomerates. Through these referrals, FiscalNote will drive further AI innovation augmented by input from Era’s network of family-owned enterprises, including large European and Asia-based multinational chemical and consumer goods conglomerates which operate across 19 countries and 25 industries. The collaboration is expected to enable FiscalNote to accelerate its ongoing growth and expansion strategy, advance new product development, and optimize sales and marketing efforts. In connection with the agreement, Era’s investment vehicle, EGT–East, is investing $5.5 million in FiscalNote in the form of a convertible subordinated promissory note, with the potential for up to an additional $2.0 million. The strategic investment will, in part, fund further capital expenditures and development of FiscalNote’s next generation of AI Co-Pilot capabilities, inclusive of deployments into Era’s network of global companies. The terms of the promissory note are further described in FiscalNote’s Current Report on Form 8-K filed with the Securities and Exchange Commission on December 11, 2023. “We are delighted to have Era as a foundational partner in our mission to extend the power of AI-driven policy and global intelligence to businesses and organizations around the world,” said Josh Resnik, President and COO, FiscalNote. “This investment is a testament to the industry-leading and innovative nature of our technology and our potential to transform the way businesses operate by leveraging our longstanding pedigree and leadership in AI. We are especially excited that this investment will galvanize and accelerate our product development and go-to-market strategy for our AI Co-pilot program, which is positioned to revolutionize the legal, regulatory, and legislative domain. Our Co-pilot program marks yet another development in FiscalNote’s ongoing leadership as we innovate and bring to market more AI-enabled solutions aimed at the legal and regulatory sector, while providing incremental growth opportunities to complement our proven, durable base of recurring revenue solutions.” FiscalNote’s AI Co-pilots are new AI solutions customized for policy and risk management professionals to facilitate their day-to-day work such as key tasks related to legislation, advocacy, constituent communications, regulatory responses, and global risk analysis. FiscalNote’s Co-pilots will combine the power of large language models, FiscalNote’s trusted industry leading policy and geopolitical data, and customers’ data, all in a seamless workflow to provide intelligent assistance for the world’s most important decision makers. By deploying FiscalNote’s AI Co-pilots, customers will be able to automate tasks, improve decision-making, and increase productivity and efficiencies – driving value and results across the enterprise. About FiscalNote FiscalNote (NYSE: NOTE) is a leader in policy and global intelligence. By uniquely combining data, technology, and insights, FiscalNote empowers customers to manage political and business risk. Since 2013, FiscalNote has pioneered technology that delivers critical insights and the tools to turn them into action. Home to CQ, FrontierView, Oxford Analytica, VoterVoice, and many other industry-leading brands, FiscalNote serves approximately 5,000 customers worldwide with global offices in North America, Europe, Asia, and Australia. To learn more about FiscalNote and its family of brands, visit FiscalNote.com and follow @FiscalNote. About Era Global Technologies Founded by Jasper Lau, Era is a global investment firm backed by leading closely-held family enterprises across 19 countries and 25 industries. Era harnesses the collective knowledge, corporate intelligence, and strategic capital of the firm's families to build and back transformative, category-defining technology companies.

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Channel Partnerships

ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Channel Partnerships

ZINFI Releases Its Latest Complimentary Best Practices Guidebook: "The Ultimate Guide to Channel Partner Management"

PR Newswire | January 04, 2024

ZINFI Technologies, Inc., a company leading the definition and creation of Unified Partner Management (UPM) solutions, today announced that its latest best practices guide —The Ultimate Guide to Channel Partner Management — is now available as a complimentary downloadable eBook. Among the most comprehensive and practical guides to partner management, the guidebook was designed to help organization of all sizes and in every industry learn how to unlock new markets, innovate faster, and deliver better customer experiences. The Ultimate Guide to Channel Partner Management consists of 10 detailed chapters based on common questions from business professionals, including: What Are the Different Types of Channel Partners? How to Find and Recruit Channel Partner What Are the Benefits of Having Channel Partners? How to Choose the Right Channel Partners for Your Business How to Get Started with Channel Partnerships How to Align Partners with Overall Business Strategy What Are the Challenges of Managing Channel Partners? How Do We Evolve Channel Partnerships over Time? What Are the Best Practices for Channel Partnership Management? What Are the Future Trends in Channel Partnerships? "We know that effective partnerships can significantly extend a company's market reach, enhance product distribution and fortify its competitive edge," said Sugata Sanyal, CEO and founder of ZINFI Technologies. "Channel partners are not just another route to market. Indeed, they are a strategic asset that, when managed well, can become a source of sustained competitive advantage. But what exactly constitutes a channel partner, and how can a business harness a robust network of partners to realize its full potential? We created this new guidebook to provide detailed answers to a whole host of questions like these that people ask us every day as they try to understand how to unleash the power of partner relationships and partner ecosystems. The future of channel partnerships is bright, and this guidebook is just what business executives and marketing professionals need to prepare for a world of opportunity." The Ultimate Guide to Channel Partner Management can be downloaded here: https://www.zinfi.com/guidebooks/channel-partner-management-ultimate-guide/ ZINFI has consistently been named a PRM "leader" by G2, the world's leading business solutions review website. ZINFI has earned this distinction over multiple consecutive quarters dating back to 2019, most recently in G2's Winter 2024 G2 Grid® Report for Partner Management Software. G2 scores are based on the responses of real, verified users and data aggregated from online sources and social networks. To access more information about ZINFI's partner relationship management platform or to download a copy of ZINFI's best practices guide on partner relationship management, please visit our website at www.zinfi.com. You can also follow ZINFI Technologies on LinkedIn and at the ZINFI Channel Marketing Best Practices blog. ZINFI offers its potential customers a 30-day free trial (no credit card required) providing access to its entire Unified Partner Marketing (UPM) automation platform. This will allow any prospective buyers to test-drive its industry-leading channel management applications before making a purchase decision. About ZINFI Technologies ZINFI Technologies, Inc., a company leading the definition and creation of Unified Partner Management (UPM) solutions, enables vendors and their channel partners to seamlessly collaborate in a virtual environment to achieve profitable growth on a global SaaS platform. Headquartered in Silicon Valley, USA, we at ZINFI see an immense opportunity to build high-performing sales channels by deploying a powerful virtual collaboration platform that has been rated #1 by leading analyst firms for simple to complex enterprise channels. ZINFI's state-of-the-art SaaS Unified Partner Management (UPM) automation platform allows brands and their global partner networks to work together remotely throughout the entire partner lifecycle via three core state-of-the-art SaaS applications—partner relationship management, partner marketing management and partner sales management. ZINFI's UPM is super easy to use and affordably priced, and it comes with a complete set of do-it-yourself tools in multiple languages.

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Influ2

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 c...

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