Influ2 Unveils Contact-Level GTM Orchestration to Transform Personalized B2B Engagement

Influ2 has introduced new omni-channel orchestration capabilities designed to reshape how B2B organizations engage buyers throughout the customer journey. The latest enhancement expands the company’s contact-level account-based marketing (ABM) platform by enabling marketing and sales teams to trigger highly personalized next-best actions based on individual buyer behavior, interests, and engagement signals.

The launch addresses a longstanding challenge in traditional go-to-market (GTM) orchestration strategies. Most existing orchestration systems rely heavily on account-level engagement metrics, often averaging buyer activity across an organization and overlooking the intent of individual decision-makers. Influ2’s new capabilities shift the focus from generalized account activity to contact-level intelligence, allowing teams to activate more precise and meaningful buyer interactions.

Using this new orchestration platform, companies are able to orchestrate actions through their advertising efforts, CRM systems, MAPs, and sales engagement software to make sure that everything they do is relevant and pertinent to each contact depending on his or her interest and stage in the buying process.

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There are a number of key elements in the new orchestration platform:

One of these elements is signal-to-topic matching, which will help a company determine what topics are interesting to each contact based on things such as searches, content download, webinar viewing, and more.

Cross-platform context synchronization allows teams to sync intent signals and engagement data from platforms like HubSpot into Influ2. This creates a unified view of the buyer journey and helps ensure high-intent moments are acted upon immediately.

The omni-channel orchestration allows enterprises to initiate ad targeting, engage in personalized follow-up communications using sales engagement solutions like Salesloft and Outreach, and initiate CRM or MAP campaigns in Influ2, all on the basis of the latest triggers from buyers.

Integration with Salesforce Attribution allows the enterprise to track its campaigns on an ongoing basis in Salesforce so that they can be attributed to revenue performance.

“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. “With Influ2’s contact-level orchestration capabilities, you can serve ads and send email nurtures based on the specific interests of individuals or buying groups, and stop blasting generic messages that ignore what actually resonates with your target audience.”

In that sense, this launch comes after a shift in the world of B2B marketing, which has come to recognize personalization and intent as key components of generating income. In an era where businesses try to align their marketing and sales strategies by leveraging the engagement data, contact orchestration represents a much better approach towards accelerating the pipeline and gaining customers.

By integrating AI, behavioral signals, and cross-channel implementation, Influ2 has designed a platform that can be used by businesses looking to create a more personalized experience for buyers.