Maya Dror Melamed
Key takeaways
- 5:05Influ2 lets you target specific named people — not just companies or departments — across LinkedIn, Facebook, Instagram and other channels, needing only names and companies, no email addresses.
- 8:09Mobideo built its entire marketing-sales handoff on Influ2 clicks: a HubSpot workflow notifies the contact owner and opens an SDR task, producing what Maya calls the warmest cold calls the team can get.
- 10:10Engagement thresholds drive prioritization: a first notification fires at 20 impressions, the contact score rises with each click, and SDRs start every morning with a list ranked by engagement.
- 20:22The playbook matters more than the platform — Amit notes other companies without an SDR ready to act immediately on engagements saw much weaker results from the same tool.
- 19:21Influ2 charges for impressions and does not optimize for engagement, so Maya replaces creative every three to four weeks when CTR drops, and anchors every campaign in substantial content like ebooks and on-demand webinars.
Questions Maya Dror Melamed answered
Mobideo's main product is MobideoSTO, a digital operating system for shutdowns, turnarounds and outages — the most critical events for asset-intensive organizations like refineries, chemical plants and power plants — improving management of cost, schedule, quality and safety.
The target audience is a focused list of a few thousand people in North America with specific job titles who are busy and rarely on social media, so the challenge is creating multiple touch points and reaching the right person at the right time; LinkedIn alone didn't work.
With a very focused list of known targets, Influ2 let Maya see that exactly the right people were clicking specific ads. After a few months they expanded the list with Influ2's data mining, which surfaced more people from target accounts, and that campaign also performed well.
These are exactly the people sales is working hard to reach, so marketing can genuinely support the sales effort. Sales sees engagement notifications from HubSpot every morning, and for the first time the two teams work off the same signal.
The whole marketing-sales conversation changed — sales no longer complains about lead quality because these are visibly the right people. It helps them prioritize their list and gives them context (what the person clicked, whether they visited the website) for a better conversation starting point.
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In Maya Dror Melamed's words
“If our SDRs are doing cold calls, these are the most warm cold calls that they can get.”
“It's like going to an event — when you meet someone, you know that you met him. When you do digital campaigns, most of the times you don't know who you're going to meet, but here with Influ2 you know exactly who you met.”
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“I don't really care about their algorithm and how it works. I have more than enough information on their dashboard... I see that the right people see our ads, so I don't care beyond that.”
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“Every campaign is based on great content that is focused on our target audience. It's not just throwing ads.”
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