The future of MarTech & ABM

Dmitri Lisitski, Co-Founder and CEO at Influ2, delves into the future of ABM and account-based everything. As the industry matures, companies are realizing that no single platform can address all of the aspects of ABM. Increasingly, companies are using multiple platforms to solve different issues, indicating a trend toward specialized solutions like Influ2. Today, Dmitri discusses the future of martech and ABM.

About the speaker

Dmitri Lisitski

Influ2

Dmitri is Co-Founder and CEO at Influ2

Part 1 The future of MarTech & ABM
Part 2The concept of Account-Based Everything (ABX) — Dmitri Lisitski // Influ2

Show Notes

02:34

The challenges of account based marketing

Despite companies building successful ABM programs during the pandemic, marketers struggled to prove their impact on revenue. The industry sentiment is now shifting towards the ability of ABM programs to help salespeople achieve more success and drive greater revenue.
05:30

Influ2's role in the martech stack for account based marketing

Influ2 addresses the challenge of targeting specific decision-makers and buyers within an account. Their solution provides decision-maker and buyer engagement data that can be leveraged to drive sales.
08:20

Common mistakes in designing successful ABM motions

Marketers invest in ABM tools without developing a strategy, and apply an inbound mindset to ABM, leading to failure. Successful ABM requires a focus on supporting outbound sales and patience to see tangible revenue impact.
12:06

Current ABM tech stacks and Influ2 integration

Current ABM tech stacks include nurture tools like HubSpot and sales engagement software. Influ2 enhances advertising precision and measurability. It targets specific buyers or groups, providing contact-level intent data that can be used to drive sales engagement or nurture program success.
16:42

The future of ABM platforms and specialization

Building a platform to execute every element of ABM well is nearly impossible. Instead, platforms will become more specialized, solving specific problems as the ABM sector becomes more sophisticated.

Quotes

"ABM fails when marketers approach it with an inbound mindset. Instead, focus on supporting your outbound sales motion, be patient, and you'll see a tangible impact on revenue." - Dmitri Lisitski
"Successful marketers focus on strategy rather than one tool. Tools are things that help you to execute a strategy." - Dmitri Lisitski
"What you don't measure, you can't improve. By measuring how much your ABM program contributes to your revenue, you can figure out what to optimize to make the program drive more revenue." - Dmitri Lisitski
"It's impossible to build a tool that does everything in ABM. As the sector becomes more sophisticated, we'll see more diversification in this space."- Dmitri Lisitski