Unlocking ABM Success in B2B Marketing: Insights from Anna Symbolist of Influ2

About this episode

Anna Tsymbalist discusses the rise of Account-Based Marketing and its implications for B2B marketing strategies.

Anna Tsymbalist, Head of Account-Based Marketing (ABM) at Influ2, explores the rapid rise of ABM and its impact on modern B2B marketing. She unpacks the evolution of Influ2’s platform, highlighting how it enables marketers to target specific decision-makers, build dynamic audiences, and track contact-level intent and engagement with precision. Anna explains why this shift—from account-level to person-level marketing—has been critical for delivering more relevant, measurable campaigns. Throughout the conversation, Anna emphasizes that successful ABM hinges on tight alignment between marketing and sales, long-term strategy, and a deep understanding of buyer behavior. She also discusses common pitfalls, such as over-reliance on intent data and lack of cross-team coordination. About Influ2 Influ2 is a B2B marketing platform built to bring precision and transparency to account-based marketing. Instead of targeting entire accounts, Influ2 enables marketers to reach specific decision-makers within buying committees, delivering highly personalized ads and tracking engagement at the individual level. By connecting marketing activities directly to sales outcomes, Influ2 helps teams align…

People in this episode

Host: Mike Maynard

Guest: Anna Tsymbalist

Topics covered

• Account-Based Marketing
• B2B Marketing
• Marketing Strategy
• Sales Alignment
• Buyer Behavior

Keywords

• ABM
• B2B marketing
• marketing technology
• buyer intent
• sales alignment

Mentioned in this episode

Organizations: Influ2, Capgemini

More episodes of Marketing B2B Technology

• AI and PR: The Future of Media Engagement with Iskren Lilov, Muck Rack · June 10, 2026 · 25 min
• The Power of Ownership: Data Sovereignty and Survey Tools - Elliot Kim - Checkbox · May 28, 2026 · 30 min
• Scaling AI-Powered Personalised Marketing - Eric Frankel - AdGreetz · May 14, 2026 · 35 min
• The Evolution of Sales Enablement in the Age of AI - Yega Kumarappan - Paperflite · April 22, 2026 · 28 min
• Inside Menlo Microsystems: Marketing Switch Technology Innovation · April 8, 2026 · 25 min
• Maximizing Content Creation: The Power of AI and Video in Modern Marketing · March 24, 2026 · 26 min