Home > Companies > C-Suite On Deck > Q&A with Dmitri Lisitski, CEO & Co-Founder at Influ2

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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Ingram Micro | December 12, 2023

Ingram Micro is enabling thousands of channel partners worldwide to do more with more as a Premier Amazon Web Services (AWS) Consulting Partner and an award-winning Geo and Global AWS Distributor Partner of the Year recipient. Demonstrating its deep and wide technical knowledge and professional services expertise, Ingram Micro has been honored by AWS with two high profile wins – 2023 Global Distributor Partner of the Year and North America Distributor Partner of the Year. Both awards recognize Ingram Micro for playing a key role in helping channel partners worldwide accelerate success and move businesses to AWS through all phases of complex migration projects, including discovery, planning, migration, and operations. The North America honor is a back-to-back win for team Ingram Micro. Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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