Influ2 has introduced new omni-channel go-to-market (GTM) orchestration features that allow B2B marketing and sales teams to personalize buyer engagement at the individual contact level, thus moving away from relying solely on broad account-based signals. These features allow different teams to initiate best next actions through advertising, sales cadences, CRM systems, and marketing automation platforms align with each buyer’s preferences and interests, their manner of engagement, and the phase in the sales cycle.
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The main components of the product are signal-to-topic matching, cross-platform context synchronization with tools like HubSpot, omni-channel orchestration across platforms such as Salesloft and Outreach, and Salesforce attribution tracking to get the revenue impact measurement of each interaction. Influ2 also introduced a beta website visitor identification capability that helps marketers understand visitor behavior and intent with claimed accuracy above 99%. “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.
