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Influ2 launches what it calls the first B2B advertising platform based on the person

Dmitri Lisitski is not a fan of account-based marketing (ABM). The CEO of Influ2, the company's B2B-influenced advertising platform, says the popular marketing trend simply does not allow advertisers to reach the right person.

"Account-based marketing is not very effective because it targets a lot of people within the same company, but you can not really target specific people," he says. Lisitski said before the official launch of Influ2 on Tuesday. The platform uses machine-learning-based person-based marketing (PBM) to give advertisers a way to interact with specific individuals, which is more efficient, Lisitski said


[Read the full article on MarTech Today.]

About the author

Robin Kurzer began his career as a daily reporter in Milford, Connecticut. She then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating an award-winning work for many major brands. For the past seven years, she has worked as a freelance writer and professional communicator in various business sectors.