Dmitri Lisitski
CEO & Co-founder · Influ2 LinkedIn15 episodes
Questions Dmitri Lisitski answered
Conklin recommends measuring marketing sufficiency — the optimal level of engagement with buyers connected to opportunities — citing a systems integrator whose retention rose 17% when three executives per account were engaged. Lisitski says leadership ultimately wants revenue, but pipeline booked and pipeline lift are measurable within 3-6 months and serve as strong leading indicators, with vanity metrics like webinar attendance useful only as early signals.
Forrester x Influ2: Contact level ABM31:48 · with Nora Conklin
Lisitski describes combining search, social, third-party content and engagement signals across a buying group — for example, a leader clicking an ad followed by a colleague searching for the product — with LLMs helping interpret how signals connect. Conklin adds that it is detective work and a team sport across marketing, sales, revenue development and customer success, using signals to validate hypotheses about who is engaged and how teams are structured.
Forrester x Influ2: Contact level ABM36:30 · with Nora Conklin
Conklin says it depends on the program goal and starting point — expansion versus net-new — and recommends isolating marketing lift to show ABM's incremental contribution. Lisitski cautions against loose ROI claims, prefers sticking to tangible revenue and lift metrics, and notes that broader business context (like valuation multiples on added revenue) can make a seemingly break-even program highly valuable.
Forrester x Influ2: Contact level ABM40:59 · with Nora Conklin
At GlobalLogic, a 30,000-person IT services business, Lisitski was unsettled that marketing contributed almost nothing to a sales-driven go-to-market. A 2015 Demandbase conference convinced him ABM was the answer to how marketing can target the specific accounts sales is pursuing.
The New ABM Intent: Key Buyer Signals Are Now Contact-Level4:06
For enterprise sales motions there are no MQLs — you want to focus on 10, 20, or 100 accounts, a tiny slice of a traditional audience, mirroring how salespeople prospect their biggest potential wins.
The New ABM Intent: Key Buyer Signals Are Now Contact-Level6:10
In Dmitri Lisitski's words
“When the signal is detected, we have a very limited time frame, a very limited moment when this person has strong interest. They're doing their research or they're interested in a specific topic. Now is the time to act on this.”
“Account-level targeting technology does not deliver on this very core need: to be able to engage a very small number of people, the buying group you care about.”
“The most common question that marketing teams get from their sales counterparts is: okay, we got these 10 great high-intent accounts. What should we do next? Who to call? What to say?”
“There's no such thing as an account journey, because each buyer has its own journey.”
The New ABM Intent: Key Buyer Signals Are Now Contact-Level11:17
“Relevancy is more important than personalization — that's basically our idea.”
The New ABM Intent: Key Buyer Signals Are Now Contact-Level19:27