Ep. 140 - Why Traditional ABM is Failing Your SaaS Business - with Dmitri Lisitski, Co-Founder & CEO at Influ2

Building meaningful connections with individuals using different channels can be more effective than running an ABM program that only provides a shallow understanding of what’s happening within an account. 

In this week’s SaaS Backwards podcast episode, we spoke with Dmitri Lisitski, Co-Founder and CEO at Influ2, a person-based advertising platform that allows you to reach specific people within target accounts and see who interacts with your ads.

Dmitri takes us behind the scenes and discusses how his frustration with imprecise ABM platforms led to the creation of Influ2, which aims to solve this problem by targeting individual decision-makers within an account rather than only providing this broad view.

We discuss the orchestration between sales and marketing and the significance of nurturing relationships over time in enterprise sales. Dmitri explains how the best thing marketing can do for salespeople is target the same account they’re trying to chase and influence their decision, build awareness, and track intent. 

Our conversation also covers the role of thought leadership in generating conversations and supporting the sales process, the impact of AI on content creation, and attribution challenges in B2B marketing.

This episode provides valuable insights for SaaS CEOs, CMOs, and B2B marketing and sales professionals.

Key takeaways from this episode:

• The humanization of sales and marketing in the enterprise motion
• Why the use of AI in content development falls flat and what to do instead
• Measuring the impact of advertising on revenue

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.

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