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
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