Dmitri Lisitski is not a fan of account-based marketing (ABM). The chief executive officer of enterprise-level B2B influencer advertising platform Influ2 says the popular marketing trend simply does not allow advertisers to reach the right person.
“Account-based marketing is not very efficient because it targets a lot of people inside one company, but you can’t really target specific people,” Lisitski told me in advance of Influ2’s official launch on Tuesday. The platform uses machine-learning-powered person-based marketing (PBM) to give advertisers a way to engage with specific individuals, which is more effective, Lisitski said.
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