Introducing Influ2 V2: Product Launch Event

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he [Music] oh my God that's so cool yeah definitely come a long ways that's awesome this is really [Music] yeah awesome awesome guys what your ability is really really amazing I'm very impressed very very cool so this is definitely really powerful actually he just a lot of information in there I love it this is really good this is lot of lot of enhancements I am obsessed this is fantastic I love how easy that is it's a huge value at

[Music] honestly that's a game changer this is game changer I think that that's going to be a game changer if you ask [Music] me when will that be released cuz that's um that's really powerful hi everyone I'm Shar AEL founder and CEO of Hunter and Bard a strategic B2B marketing agency today I'm excited to host the influ 2 V2 launch event where we'll unveil a major product update Dimitri lozitsky co-founder and CEO of influ 2 will kick things off by sharing his vision for the future of B2B advertising this Vision became the foundation of influ 2 V2 Alicia Patel head of Cs will then delve into the fundamental challenges faced by Market teams and how the new platform is

designed to address them next up Joe mcneel Chief Revenue officer will shed light on how version two will help enhance sales strategies we'll also hear directly from customers on how they build their marketing strategy with influ 2 V2 version two marks a significant transformation evolving influ 2 from a person-based advertising tool into an endtoend Revenue marketing platform please join me in welcoming Dimitri he will tell us more about this journey hello and thank you all for being with us today today I would like to talk about advertising I love advertising it's a foundation to consumer marketing where I started my career it's the main go to market challeng for Consumer Brands it's so ous that it inspired the whole popart movement it's so powerful that cutting at budget means death to Consumer brand It's So Sophisticated than when you watch cans Festival or Super Bowl ads you realize it's real Masterpiece but

not in B2B it has always been huge disappointment to me ads have never been at the core of GTM strategy for B2B brass B2B advertising in your feet is meant to someone else in know in particular and people are annoyed by Thoughtless and irrelevant noise we found it in with an idea of advertising being able to talk to each buyer individually and reading each buyer intent even if they say nothing we imag as to become a sales can ation Channel because selling into a large organization is about a human talking to another human in technology show us to specific decision makers and knows who is clicking on each Banner by name it's hard to describe the excitement when we first launched the two campaigns and watched how see most of large organizations click on our ads it felt like we did their minds what we didn't know back then was how this unique Tech would fit into the reality of mod marke organization we spent the Seven Years Learning from our customers and using our technology

ourself aiming to understand what works and what doesn't work we have incomp everything we learned into our new product that we're launching today and this new product offers an additional layer of capabilities on top of our core technology and with this capabilities influ becomes a true Revenue marketing platform built for the modern marketing organization hope you will like it with 30 customers on board for influ version 2 we are proud to announce that we've built a true Revenue marketing Engine with influ V2 you can now see what priorities salespeople have right now and decide whom to Target push relevant ads for each Prospect as they progress in their individual buyer Journeys all at scale help sales teams leverage unique contact level intent generated by your marketing program measure how the program influences the sales Pipeline and contributes to driving Revenue the foundation of inflat 2v2 is the same powerful engine that targets individual buyers across all major ad

platforms now Alicia head of customer success at influ 2 will walk us through the major challenges faced by goto Market teams the influ 2 team and their customers work together to pinpoint these challenges the insights they gained became the foundation for every new capability let's take a closer look hi everyone thanks for joining us and Sh thanks for passing the scene to me today I'm going to walk you through our customer insights and how they transformed into the product capabilities that we see today at the heart of every B2B marketing program lies this concept of an ideal customer profile so when it comes to choosing an audience for targeting everybody knows that sales and marketing should align on their priority accounts however what we've discovered is that customers struggle to stay updated on changing priorities accounts that were important three months ago May no longer be a focus and some cases Sal and marketing may even go after different people within the same account so we decided to find a solution for

that with cohort Builder and version 2 you can build your target audience by pulling data directly from your CRM you don't even need to involve your operations team you can use sales Outreach as a parameter for cohort Builder to select prospects that salesp people are talking to right now alternatively you can use cohort Builder as a Constructor you define the criteria and we pull audiences that meet these criteria from your CRM once your target audiences are created you can check if they match sales priorities and see which member of the sales team is responsible for these prospects you can group decision makers into different cohorts based on criteria that make the most sense for your business such as purs a industry or awareness level for most of our customers sales is a very long term on the one hand this creates an opportunity for ads to become a valuable sales Ally for example ads can help build awareness among multiple

members of a buy or ads can help keep those decision makers engaged from that first touch point to a closed deal on the other hand we know that no single ad can fit every stage of a buyer's journey and buyers move at different Paces this makes creating a buyer experience where ad content matches the journey often unscalable and overwhelming for marketers so we decided to find a solution for that too in the version two you can personalize ads for each Prospect individually according to where they are in their buyer's Journey if needed you can tailor custom Journeys for each audience you're targeting you can add as many stages to the journey as you want and use automation triggers to Define when to change ads for example move prospects to the next stage when they click on your ad or view it for a defined amount of time this will help you align content with advancing awareness your Journeys can be as

sophisticated as you want for example you can tailor them according to the sales funnel this way you can Target prospects at different pipeline stages with messages that will help accelerate sales once your ads are up and running you can track how buyers progress through the journeys and of course you can delve deeper to see the individual journey of each buyer when prioritizing their efference salespeople need to have the answer to two questions one who to call and two what to say influ gives you the answer to both of those questions not only do salespeople know who is engaging with ads on the account but also which ads they're clicking on this provides ins to start a relevant conversation and as a result prospects who click on ads typically respond twice as well however even when marketing creates an amazing program and engages lots of prospects sales teams are often out of the loops and likely missing on the insights that are provided with the sales priorities

feature salespeople can now receive influ intent signals both through the product report and in their native environment for example we can push contact level intent of Target prospects through a Salesforce widget send them in a daily email digest or even notify reps in a slack Channel salespeople can use these signals to prioritize their Outreach to decide who to call first they can check who recently clicked on the influ ads to check what resonates with each Prospect they can drill down and get more context the first thing they will see will be the content that attracted the prospect's attention reps can use it to start the next conversation reps can also Trace back how each Prospect previously engaged with ads and see all sales touches to craft their pitch in addition infl 2v2 detects whether intent signals are acted upon so none slip through the

cracks what we see among our customers is that in a tough macro environment marketing programs are often the first to get cut one of the reasons is that the metrics that are used to assess these programs are rarely connected to the Top Line they generated mqls for example marketers are committed to the idea of generating mqls because it's very clear how to measure them but when it comes to measuring the impact that marketing efforts have on sales pipeline or even Revenue marketing rarely has access or means to track such influence and when you can't measure you can't improve that's why we created a tool that shows the impact that marketing generates with influ tube so our customers can get the credit that they deserve Revenue reporting in version two connects program outcomes to the data directly pulled from your CRM this allows you to track how buying group engagement turns into a generated pipeline we trace your Revenue impact from the first touch point with specific decision makers to the deal one track how much pipeline was generated every month to identify patterns or Trends and act on

them in version two you can see how marketing helps push deals through the sales pipeline you can also get the answer to the ultimate question how much new business has been created created with the help of your influ program now Joe the chief Revenue officer at influ 2 will share a salesperson's perspective on how using V2 can help tackle major sales challenges Joe has spent years helping inbound and outbound driven companies achieve their revenue goals he believes that by addressing sales challenges we can create a bridge between marketing and revenue hey everybody thank you for being with us today Shir thank you for the introduction uh as Shar mentioned my name is Joe mcneel and I have the pleasure of being the cro here at inlu 2 uh before joining influ 2 I was at a company called site improve which I helped grow from 8 to 100 million that was 100% through outbound prior to that I was with an organization called peral labs and I helped them grow from 70 to

240 million and that was almost 100% through inbound so I definitely have experience in both growth models what is the main sales challenge for fast growing companies in my experience the biggest commercial challenge with scaling a company is scaling the pipeline generation the saying goes if you want to hit your bookings Target tomorrow you need to hit your pipeline Target today in pavilion's last two pulse reports they've asked Market leaders what their primary focus is right now the most common answer in both has been outbound so if outbound is ineffective or dead as link day would have you believe why are most go to market leaders making it their primary focus the reality is because most companies right now are below pipeline targets and that they're trying to take back control of their pipeline gen companies that are effective at outbound pipeline gen have a huge competitive advantage in this environment because hitting pipeline has such a big Downstream effect on all commercial unit economics companies are realizing that pipeline gen cannot be the responsibility of one or two teams that everyone in the organization needs to be

a part of the pipeline team how has GTM team alignment been evolving in recent years there have been a number of advancements in Tech supporting go to market team alignment in the recent years we've seen a transition from sales Tech and MCH to revtech but ultimately the key to creating full alignment is when your entire commercial team namely the sales and marketing teams have a unified definition of what it means to win pipeline generation should be past fail and all of the channels should support each other in a synergistic way the new generation of revtech needs to support commercial alignment through the tech but also support the team in measuring the impact making it easier to do the right thing and show the impact doing the right thing has what was your experience with traditional ABM vendors traditional ABM vendors have moved alignment forward in a big way improving both internal commercial processes but also the customer experience in fact at my previous company we used to work with one of the market leaders in the ABM space at providing account level intent while

intent is great it can create a couple of problems one being where marketing and sales seem to be competing with each other to hit their swim Lane metrics Within in the intent funnel in addition while intent can be very helpful for sales to narrow their target list it can can also create the challenge of understanding how to action on it salespeople don't Target accounts they target people deals don't happen between Brands they happen between people and when you have a high intent account how do you act on it if Microsoft is showing High intent how do you know the level of warmth for the contacts you're targeting what can help bridge the gap between marketing and sales once we have that Unified vision of success then we can all optimize in the right direction typically to maximize Synergy and impact both teams benefit from targeting the exact same audience while this sounds overly simple in practice it isn't all that common how many marketing teams have trouble with sales reaching out to their leads typically this is an audience problem not a process problem influ 2 is

basically outbound for marketers it arms marketers with the ability to Target ads at specific people then push back in ENT information on the contact record this gives AES and S sdrs A very specific road map to their warmest prospects so they know the most impactful activities they can be doing right now more specifically they know who to call and what to say because people engage with ads that are relevant to them ads that address some issue or or demand that they have so when a person clicks on an ad it's basically them saying hey this topic caught my attention and it's relevant to me right now how can sales improve outbound conversion rates sales Loft actually did a study where they dug into contact rates for prospecting and found something really interesting essentially a singular media type prospecting effort yields a 5% response rate think email only but when you add an additional media type think the phone it immediately doubles add another into the mix like LinkedIn and it triples so there's this exponential growth uh concept based off of the amount of media

types that you use in prospecting in fact their study went up to five but once you go beyond the primary three meth methods things can get a little tricky there are personalized videos which can be effective but they eat up a lot of sdrs precious time but if you could find another way to introduce an additional media type on a larger scale it would be a no-brainer wouldn't it now let's switch from the sales perspective to the customer point of view there's no better way to truly grasp the impact of influ 2 V2 than by hearing directly from users we invited customers who have already been leveraging V2 to share how the new features Advance their advertising strategies let's welcome Brent from esw he'll talk about how influ 2 V2 has reshaped their advertising strategy esw provides online retailers with control over the endtoend International customer Journey from checkout to returns hi I'm brt Hamner

demand generation manager at esw esw is a complete Enterprise Commerce solution for Brands looking to accelerate growth within and across borders and today I'm excited to share our experience with influ 2v2 so in our pursuit to enhance our marketing strategies influ 2 has been a wonderful partner particularly in influencing our sales Pipeline and helping Drive opportunities towards Revenue we've been able to harness the power of influ 2's Journeys feature for our campaigns and this allows to Target prospects at the top middle and bottom stages of the funnel as well as at various deal stages in our Salesforce system this strategic targeting has significantly improved our funnel management and our content customization aligning it more effectively with the buyer's journey and flu2 V2s impact extends to our collaboration with our bdrs it's streamlined our alignment and enabling

us to support their email Outreach with synchronized ad campaigns Additionally the integration with Salesforce allows bdrs to track engagement with our ads enhancing real-time communication and followup the reporting capabilities of influ 2 V2 Have Been instrumental it simplifies our monthly business reviews by providing detailed reports on influenced opportunities this not only saves time but it also offers valuable insights at that account level overall the mentation of influ 2v2 has accelerated our campaign launches fine-tuned our marketing strategies and simplified reporting across various stakeholders in both sales and marketing it's really been a pivotal tool in elevating our marketing efforts here at esw thanks I'm excited to introduce ad dear who will share how influ 2 V2 has become an essential tool in sapiens growth

strategies with over 40 years of expertise sapiens helps insurers adapt to the digital era by modernizing complex processes and Legacy systems they enable industry leaders like UL Hermes beniva and his Coxs how do you use influ 2v2 hi I'm ad Ben director of growth at sapiens we use infu 2v2 to drive qualified Pipeline and boost sales by advertising to key decision makers and influencers within our Target accounts how have new features impacted your advertising program at sence we're only marketing and selling to Enterprise account and we engage with quite a broad uh and diverse buying committees uh consisting of different personas the way you tell the story can be different between personas even if the the overall messages are similar V2 allows us to do

this more easily with a breakdown of Journey cords and content why did you switch to infl to V2 from V1 we moved to infl to V2 because mainly because of the journey Constructor which I waited long for such capability to have instead of relying on generic funnels or building generic funnels guessing at which awareness or consideration level the prospect is it lets us think user Journeys already from the ad stage so whenever I have a complex message I can uh tell this story and tell this message pillar by pillar and really uh build an awareness and consideration Journey for each Prospect individually what problems are you solving with influ the primary problem we are solving with

influ is the confidence and the effectiveness of our ad campaigns at the end of day you run marketing campaigns to support sales but until influ to uh it was kind of a guess you don't really know the engagement level you don't even know if you manag to reach the individual with the your ads uh you don't know if the individual exhibited any interest whether he clicked visited what he did so infl two solves all this and V2 is even solving this for us better by prioritizing the different prospects and context to sales based on the signals they received and the sales executive aside for getting the notifications the sales Executives and the SDR has the sales priorities within embedded within Salesforce and uh letting them close the Cycles far

quicker it's my pleasure to welcome Maria who leads Performance Marketing at leedie she will shed light on how influ 2 V2 has enhanced their ABM motion leie is an equity management platform that automates workflows to handle large volumes of data and documents easily they help companies like be real get here tide Hubble and More in leveraging equity to scale growth why did you decide to implement infl 2 V2 hi everyone my name is Maria dinina I'm a Performance Marketing Manager at Lei we use influ for our B2B APM programs now we decided to implement inuu when we realized that running our ads on huge contact lists required by other platforms is simply not effective enough we want wanted to do account segmentation and show specific messaging to specific contacts account groups or specific people even and I think for a

long time in B2B the choice has been either between very broad spray and prey campaigns or very manual IBM efforts and that's where influ came in very handy because now we could automate all our ABM campaigns and instead of addressing the whole contact lists we are now kicking off conversations with specific accounts and specific people most importantly in those accounts how did you integrate infl 2 into your ABM program what I love about infl 2 V2 are the automated sequences so we organized our campaigns according to the traditional marketing funnel we started at the top of the funnel where we show more generic messaging just triggering attention interest curiosity from our prospects then at the second stage we give some value to the context we distribute the reports and white papers produced by ly then at the third stage it's when we

start introduc introducing Lei as a company um explaining our Solutions and how they can help our prospects solve their problems and that's also when the sales started getting in touch with the contacts and by that time it's not a cold Outreach anymore because the prospect have been by that time through at least three stages of messaging from ly so they definitely recognize our brand our values by that time now we don't stop on that we continue and support sales while they outreaching and negotiating with the prospects by a few more stages in the sequence where we highlight ledes expertise us piece social proof Etc and all of these all all these stages are beautifully automated which I love the notifications for the sales team are also automated so we've got a slack Channel where we receive notifications

for all the clicks happening in the ABM campaigns and also sdrs receive personal emails for the contacts where they are primary contact owners um and that's I find very convenient because then they could follow up directly from the mailbox I think generally in infl 2v2 the automations and the Integrations are very enhanced I don't need uh for example to create dozens of custom contact lists before launching the campaigns now I fully do the audience segmentation directly in influ to all our CRM parameters are already there I can create any audience I need literally in seconds how do you use influ to improve your program performance what I also like is that infl to report on the banner and video performance cross campaign that basically allows us to see how uh one manner one type of messaging

how does it work for different audiences and to compare those it quickly has become one of our most favorite activities during the qbrs when the whole marketing team sits down and we look at how different banners performed for different audience throughout the quarter and it's a very good source of signals also for our product marketing manager for example to understand what interests people what triggers their attention what makes them click and it's also a great source of signal for our designer of course for her creative process it's very valuable to see which messaging which banners resonate well with different audience accounts and people even specifically that's very very valuable how does infl 2 V2 impact your Marketing sales alignment I would say in general running abmv infl to has been a very uniting activity for us especially for the marketing and sales teams I've never discussed any campaign

on any platform as much as I discussed in flu two campaigns and automated sequences with our sales team they're very directly involved I would say it's almost like a bridge between marketing and sales teams what are the most recent result results you have seen with infl 2 V2 we treat ABM as a pipeline Channel and now with the help of infl 2 abbm has become one of the top three channels for Mr pipeline all right I think it's official we've covered everything we wanted to today before we say goodbye let's say thank you to all of our speakers Dimitri Alicia and Joe also a big thank you to the incredible customers of influ 2 for sharing their stories with us today I hope you all found it as insightful as I did and just before you go I want to share one more thing there's more to come the team at influ is planning to

launch a series of in-depth webinars to address each goom Market problem that V2 can help you solve stay tuned and we'll be happy to see you again thank you for your time [Music] w [Music]

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