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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Business Wire | January 24, 2024

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Business Wire | January 24, 2024

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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

NUSO Acquires Integrated Customer Experience Software-as-a-Service Company

NUSO | December 13, 2023

NUSO, a leading multinational service provider of proprietary cloud communications, customer experience and CPaaS enablement solutions announced the acquisition of Italian-based Mida Solutions S.r.l (Mida), a software-as-a-service provider of contact center, compliance recorder and call analytics with customers in 39 countries. This combination enriches NUSO’s core customer experience (CX) offer to its cloud communications applications. Mida’s applications, including Contact Center and Compliance Recorder solutions, integrate to enable services and applications for environments such as Microsoft Teams™. “We are excited to add Mida’s core capabilities around Contact Center and Compliance Recorder solutions to the NUSO portfolio,” said Matt Siemens, NUSO CEO. “Mida’s products further our reach into Microsoft Teams and other collaboration marketplaces. In addition, this move anchors NUSO directly in the global service provider and critical infrastructure markets serving transportation and emergency services. Incredibly, this acquisition also nearly doubles our software development resources.” “We are thrilled to be a part of the NUSO family of services,” said Attilio Licciardello, Mida General Manager and Owner. “Our current partners and customers will have access to new services through the NUSO portfolio in cloud communications, network, and enablement technologies. Additionally, customers and partners can expect the same level of top-quality service.” Mida’s contact center and compliance recorders meet the most stringent security and regulatory requirements, including GDPR, MIFID 2, and HIPAA. These solutions can be seamlessly integrated with traditional UCaaS and PBX implementations as well as Microsoft Teams and other cloud communication systems. “NUSO’s acquisition of Mida Solutions broadens the portfolio of solutions our partners can offer their customers,” said Ryan Henley, NUSO CRO. “The integration with and extension of NUSO’s full-stack capabilities address market needs at the network, service, and application layers, driving value creation as customers move to the cloud. We are excited to add these CX capabilities to our expanding partner network and geographic reach.” This announcement marks NUSO’s second acquisition over the past 45 days. NUSO was advised by Q Advisors, a global TMT investment banking boutique. ABOUT NUSO NUSO delivers SaaS cloud communication services via a proprietary CPaaS enablement platform supported by a fully redundant network in North America and Europe. The Company offers a diversified portfolio of business-focused Cloud Communications solutions. The Company addresses multiple expanding markets selling enterprise–grade, as–a–service offerings via a robust network of channel partners and direct customers.

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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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