Maria Dinina
Key takeaways
- 5:57Influ2 V2 layers four new capabilities on the core person-based ad engine: cohort builder for CRM-driven audiences, individualized buyer journeys, contact-level sales priority signals, and revenue reporting tied to pipeline.
- 9:45Prospects who click on ads typically respond twice as well to sales outreach, because reps know both who to call and what to say based on which ads each contact engaged with.
- 16:51Per a SalesLoft study Joe McNeill cites, single-media prospecting yields about a 5% response rate; adding a second media type doubles it and a third triples it — person-based ads add another media type at scale.
- 8:43The Journeys feature changes ads per prospect as they advance, using automation triggers like ad clicks or view time, so content matches each buyer's stage without manual campaign management.
- 29:12Ledgy treats ABM as a pipeline channel, and with Influ2 V2's automated sequences it became one of the company's top three channels for pipeline generation.
Questions Maria Dinina answered
Running ads on the huge contact lists other platforms require wasn't effective; Influ2 let them automate ABM campaigns and show specific messaging to specific accounts and people instead of choosing between broad spray-and-pray and very manual ABM.
They built automated sequences along the marketing funnel — from generic attention-triggering ads to reports and white papers, then solution messaging when sales begins outreach, then social proof during negotiation — with automated Slack notifications and personal emails to SDRs for their contacts.
Cross-campaign banner and video reporting lets the team compare how each message performs across audiences; reviewing it at QBRs has become a favorite activity and a signal source for product marketing and the designer's creative process.
Running ABM with Influ2 has been a uniting activity — sales is directly involved in campaigns and automated sequences, acting almost like a bridge between the marketing and sales teams.
Treating ABM as a pipeline channel, with Influ2's help ABM has become one of Ledgy's top three channels for pipeline.
In Maria Dinina's words
“I've never discussed any campaign on any platform as much as I discussed Influ2 campaigns and automated sequences with our sales team. It's almost like a bridge between marketing and sales teams.”