Director of Revenue Operations

Influ2, a contact-level ABM platform, has launched omni-channel orchestration capabilities that enable B2B teams to trigger actions across ads, sales cadences and CRM campaigns based on individual buyer behaviour rather than account-level averages. The new capabilities include signal-to-topic matching, cross-platform context synchronisation with HubSpot, omni-channel orchestration across platforms like Salesloft and Outreach, and Salesforce attribution tracking. These features allow marketing and sales teams to serve personalised content based on specific interests of individuals or buying groups. Influ2 has also launched a beta for website visitor identification, enabling marketers to see who visits their website and track engagement with 99% accuracy. The company aims to help revenue teams run orchestrated, buyer-relevant journeys at scale.

Influ2 launches contact-level GTM orchestration. Published Wednesday, May 6, 2026 | 8 a.m. Updated Wednesday, May 6, 2026 | 8 a.m. NEW YORK-(BUSINESS WIRE)-May 6, 2026- Influ2, the leading contact-level ABM platform, today announced the launch of new omni-channel orchestration capabilities that fundamentally change how B2B teams activate intent throughout the buyer journey. With these new orchestration capabilities, Influ2 enables marketing and sales teams to trigger next-best actions across ads, sales cadences, and CRM and MAP campaigns dynamically based on each individual buyer's own interests, engagement, and stage in the sales cycle. Influ2's contact-level GTM orchestration capabilities address a foundational problem with how most orchestration works today: it relies on account-level engagement thresholds that collapse individual buyer behavior into an average. With Influ2, orchestration now runs on contact-level context. The new orchestration capabilities introduced by Influ2 include: * Signal-to-topic matching: Map what each contact searches, reads, clicks, downloads, and attends, to the topics they care about, then trigger the next-best action automatically. * Cross-platform context sync: Sync relevant signals like form-fills or webinar attendance from HubSpot into Influ2 for a complete view of the buyer's journey, ensuring every high-intent moment is acted on. * Omni-channel orchestration: Use individual buyer signals and engagement to trigger relevant ads, route follow-up in Salesloft or Outreach, and launch CRM and MAP campaigns dynamically, directly inside Influ2. * Salesforce attribution: Automatically keep Salesforce campaign data current with the buyer journey, allowing users to measure the impact each contact-level touchpoint has on revenue. "Buying isn't done by accounts. It's done by people. When orchestration is built on account averages, you lose the signal that actually matters. Who engaged, with what topic, and what that means for the next step," said Dmitri Lisitski, CEO and co-founder of Influ2. "With Influ2's contact-level orchestration capabilities, you can serve ads and send email nurtures based on the specific interests of individuals or buying groups, and stop blasting generic messages that ignore what actually resonates with your target audience." In addition to these orchestration capabilities, Influ2 has launched a beta for website visitor identification. The new capability lets marketers see who is visiting their website and how those visitors are engaging, so they can identify what each person cares about and align the next step in their journey. This new contact-level intent signal reflects Influ2's commitment to precision - no contact-level data is reported below 99% accuracy. Discover what contact-level orchestration can do for your team at influ2.com/whats-new. About Influ2 Influ2 is the leading contact-level ABM platform purpose-built for mid-market and enterprise B2B revenue teams that need to reach and engage specific buyers - not just accounts. By connecting advertising, buyer intent, sales engagement, and marketing automation to named buyers, Influ2 gives teams the context to run orchestrated, buyer-relevant journeys at scale. For more information, visit influ2.com. Doug Madey [email protected] KEYWORD: NEW YORK UNITED STATES NORTH AMERICA INDUSTRY KEYWORD: TECHNOLOGY MARKETING ADVERTISING COMMUNICATIONS PROFESSIONAL SERVICES BUSINESS SOFTWARE INTERNET DATA ANALYTICS DATA MANAGEMENT PUB: 05/06/2026 11:00 AM/DISC: 05/06/2026 11:00 AM

6 ways poor ABM targeting is quietly ruining your results. It starts small: You notice water drip-drip-dripping out of a pin-sized hole and think, "I'll deal with it later." When "later" comes around, you're facing a flooded basement and more than a few regrets. It's what poor ABM targeting can do to your results. When hidden tool gaps strain your strategy, minor holes quietly compound into major problems. It's a gradual process. You may not even notice it happening. Influ2, Inc. partnered with Forrester to understand how poor ABM targeting quietly impacts outcomes. To keep your strategy from springing a leak, watch for these six warning signs. You're losing brand credibility. Ever seen an ad so wildly irrelevant it left you questioning a company's entire strategy? Then you know exactly why account-based targeting is risky. If you're an HR leader and an ad for a marketing ops tool lands in your feed, your reaction isn't: "Huh, this sounds interesting. I should look into it!" Likely as not, you're wondering, "Why am I getting this?" Wasted ad spend aside, poor targeting damages brand perception. Over a quarter (28%) of marketers report this consequence. As Danielle Edberg, head of marketing at CrossnoKaye, explains: Bad first impressions matter more than you think. Companies with strong brands command a 46% larger market share than weaker brands, meaning how you're perceived directly correlates with how you perform. You won't know the damage has happened until it's too late, a risk Richard O'Connor, CEO at B2B Marketing, describes: He continued, "Crucially, this damage is invisible. There is no way to identify or measure it. Over time, it doesn't just damage marketing effectiveness; it also impacts sales. When Sales does eventually have a conversation, they're often forced to overcome inherent scepticism. Salespeople are left scratching their head, when the real issue is that trust was lost long before the call took place." The takeaway: You only get one first impression. Don't let poor targeting shape how you show up. Your pipeline isn't growing. On paper, the ABM engine is in motion. Marketing is driving engagement on a high-value account, sales is following up, and your CRM is full of new leads. Tool limitations might be leading you in the wrong direction. Amanda Heredia, principal ABM strategist and founder at ABX Stack, tells Influ2, Inc. that your ABM tool just might be undermining your effort and your investments: One in three marketers lacks the technology to target key accounts at the contact level. So, those impressions and clicks...maybe they're from an influential decision-maker. Maybe they're an accident. You just don't know. And if you don't know, Sales doesn't either. When that happens, Sales chases the wrong people. Fewer qualified leads enter the pipeline, kicking off a devastating domino effect. Stunted pipeline growth is the most common consequence of poor targeting, affecting 40% of ABM marketers. According to Chris Muldoon, Chief Revenue Officer at Punch!, it has everything to do with focus: The takeaway: People make decisions, not accounts. So, why are you chasing logos when you could be targeting decision-makers? See how Influ2 makes it possible. Your conversion rates are dropping. Clicks and views are valuable signals. At least, they are when they come from the right people. But when your targeting consists of throwing spaghetti at a persona-shaped wall, every engagement starts to look like intent. Thirty-seven percent of marketers report lower sales conversion rates as a result of poor targeting. That doesn't mean your ads are bad or your strategy is completely broken. It just means you're not reaching the right people. Let's say you're selling a fishing rod. If you target "outdoors enthusiasts," you're just as likely to reach an amateur rock climber as you are a professional fisherman. It's simple: When you target the wrong people, conversion rates drop. According to Matt Steffen, senior research advisor at ForgeX, mature ABM programs know to account for this: Your deals are slowing. The average deal involves 13 decision-makers on average. Add one late or lose one at a pivotal moment (from a job change or company restructuring), and momentum inevitably slows. Every change in the buying committee triggers a reset, and Sales is stuck restarting the conversation from day one. The deal takes one step forward and two steps back. One in four marketers has seen firsthand how these unexpected shifts can erase shared context and undermine months of hard work. When a new decision-maker enters the fray, Sales is often on their own. It's not Marketing's fault. Most legacy ABM tools leave them limited to persona- or title-based efforts that are unlikely to reach the real mobilizers. Ivan Falco, head of growth at ColdIQ, outlines why: When Marketing supports changes to the buying committee the moment they happen, Sales isn't left rebuilding deals alone. You can use Influ2 to target the new stakeholder with relevant ads across Facebook, Instagram, LinkedIn, Google, Bing, and Amazon. Sure, a new stakeholder may have shaken up the deal. But every time that stakeholder scrolls LinkedIn, Marketing is there, ready to help them get up to speed and excited to buy. The takeaway: Change may be inevitable, but lost velocity doesn't have to be. You're losing revenue. Influ2, Inc. has talked about the consequences of poor targeting. What Influ2, Inc. haven't talked about is how these consequences can leave you standing in knee-deep water, wondering what went wrong. Over a third (38%) of marketers report losing revenue due to poor ABM targeting. But this rarely appears overnight. It adds up over time, as: * Lost brand credibility creates skepticism * Unqualified leads shrink pipeline growth * Lower conversion rates reduce wins * Slowed deal velocity causes slips and indecision Together, these gaps slowly but surely erode the outcomes that matter most. Andy Greaves, global GTM lead at Gravity Global, describes the danger: By all conventional measures of success, everything may be going well. Beneath the surface, you may be bleeding revenue. And you won't realize until it's too late. The takeaway: Lost revenue may feel like a watershed moment, but it's the result of months of unnoticed strain. Your teams aren't meeting quota. Sixty-three percent of teams still face misalignment between MQLs and sales priorities. Because tool limitations push Marketing to focus on engagement alone, which nearly half of teams do. Quarter after quarter, Marketing hits their MQL goals, while Sales is set up to fail. When volume supersedes quality, attainment suffers and the business alongside it. Twenty-five percent of marketers have watched it happen: Poor targeting and misaligned priorities lead to attainment and KPI challenges, as Sales: * Fills the pipeline with low-quality leads * Wastes hours on prospects that never sign * And watches as deals slow, stall, and fall apart It happens easily. According to Aaron Lober, vice president of marketing at CADDi, misaligned priorities - and their revenue consequences - are the result of hesitation and fear of breaking the status quo: The takeaway: Every warning sign points to fundamental targeting gaps in legacy ABM tools and tactics. It's time to make a change. Poor ABM targeting undermines everything. There's a leaky pipe in legacy ABM tools. Ignoring it just might cost you. Minor gaps in targeting can quietly erode your credibility, pipeline health, deal velocity, and revenue potential. It's why 72% of marketers see contact-level marketing becoming a core differentiator in their strategies. Want to fix the leak before it becomes a flood?