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

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 more effectively, optimize campaigns with real data, and drive measurable revenue impact.

With Influ2, you can act on contact-level intent, reach specific buyers with ads, and make the revenue impact clear. 180+ enterprises and mid-market companies worldwide, including industry leaders such as Capgemini, AppsFlyer, and Hexaware, love the Influ2 technology.

 

About Anna Tsymbalist

Anna's expertise has fueled 123% growth in ABM-generated revenue at Influ2, and contributed to a $52.5M Series B fundraising round at Shelf, alongside a year of 4x ARR growth. Anna is passionate about data-driven ABM campaigns that convert top-tier accounts.

 

Time Stamps

00:00:17 - Guest Introduction: Anna Tsymbalist
00:04:12 - Influ2 Overview and Its Role in ABM
00:04:30 - Challenges in ABM and the Need for Precision
00:08:07 - Contact-Level Targeting vs. Account-Level Targeting
00:12:39 - Key Elements for Successful ABM Campaigns
00:15:03 - The Importance of Data and Timing in ABM
00:17:57 - Common Mistakes in ABM Campaigns
00:26:18 - Best Marketing Advice Received
00:27:13 - Advice for New Marketing Graduates

 

Quotes

"ABM is like this interesting mixture of strategic campaigns, demand gen and content, basically.” Anna Tsymbalist, Head of Account Based Marketing at Influ2.

"Human behavior is at the core of any purchase. And that's what I always keep in mind that people are people and they're going to be behaving the way people behave." Anna Tsymbalist, Head of Account Based Marketing at Influ2.

“ABM is not just a marketing initiative. So ABM can't be something that a couple of marketers are doing in their free time because it's just not going to work that way.” Anna Tsymbalist, Head of Account Based Marketing at Influ2

 

Follow Anna:

Anna Tsymbalist on LinkedIn: https://www.linkedin.com/in/anna-tsymbalist

Influ2 website: https://www.influ2.com/

Influ2 on LinkedIn: https://www.linkedin.com/company/influ2/

 

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

 

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