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/

If you enjoyed this episode, be sure to subscribe to our for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Anton Koenig, Co-Founder and CEO of VideoGen, an innovative video editing platform that utilizes AI technology and highlights how AI now supports semi-professionals and professionals in producing high-quality video content.

Anton emphasizes the importance of combining AI-generated content with user-driven editing to enhance video quality and engagement. The episode also covers common mistakes marketers make in video production and offers insights into the future of video content creation.

About VideoGen

Founded by Anton Koenig and David Grossman in their college dorm rooms, VideoGen has grown to over 4 million users across 190+ countries. They are backed by the world’s top early-stage investors including Y Combinator and Rebel Fund. As video becomes the dominant form of communication, their mission is to democratize video creation with AI, helping millions express themselves and share ideas in the process.

About Anton Koenig

Anton Koenig is the co-founder and CEO of VideoGen. He previously interned at Amazon Web Services and left the UMass Amherst Computer Science program to build VideoGen full-time. He began freelancing in graphic design in middle school, which led to video editing, web design, and ultimately web development.

Time Stamps

00:00:41 - Anton's Background and the Origin of VideoGen 00:04:36 - Current Features and Functionality of VideoGen 00:10:15 - VideoGen's Impact on Marketing Strategies 00:11:59 - Common Mistakes Marketers Make with Video 00:13:36 - Balancing Quality and Quantity in Video Production 00:16:22 - VideoGen's Marketing Strategy and Promotion 00:17:56 - Future of Video Creation and AI Integration

Quotes

"The mistakes that we see is not copywriting themselves, just totally trusting the AI to write for them." Anton Koenig, CEO at VideoGen.

"The main driving force for more demand for video is that the cost to stream video is going down and that more people's devices are supporting video." Anton Koenig, CEO at VideoGen.

"Creating videos is like a super important skill now and not a lot of marketers know how to do it." Anton Koenig, CEO at VideoGen.

Follow Anton:

Anton Koenig on LinkedIn: https://www.linkedin.com/in/antonckoenig/

VideoGen website: https://videogen.io

VideoGen on LinkedIn: https://www.linkedin.com/company/videogen/

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/

If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating.

The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively.

About PathFactory

Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey.

About Katie Jones

Katie Jones is the EVP of Marketing and Operations at PathFactory, responsible for leading the company’s marketing strategy and operational execution with a clear focus on pipeline and revenue impact. With more than eight years at PathFactory, she has built and scaled a strong marketing organization grounded in data, personalization, and buyer-centric experiences. Katie lives outside Toronto with her husband, two daughters, and their dog, Hank.

Time Stamps

00:00:17 - Guest Introduction: Katie Jones from PathFactory 00:01:50 - Overview of PathFactory's Services 00:05:43 - Addressing AI Concerns: Hallucinations and Accuracy 00:12:37 - Measuring Performance and Overcoming Delays 00:15:41 - Shifting Towards B2C Marketing Strategies 00:18:50 - Future Trends: The Evolution of Websites 00:21:55 - Key Marketing Advice for Success

Quotes

""You need to build a really strong relationship with your CFO. If your CFO doesn't understand the strategy and the way that you're going to market... then you're never going to be successful in your company." Katie Jones, EVP of Marketing Operations at PathFactory.

"You need to really understand your product and how that drives the strategy of the company. If you don't understand your product, you can't market it." Katie Jones, EVP of Marketing Operations at PathFactory.

"Understanding the product is huge in order to grow. Tools will keep changing, but the strategy in which your business is built on is the thing that will endure." Katie Jones, EVP of Marketing Operations at PathFactory.

Follow Katie:

Katie Jones on LinkedIn: https://www.linkedin.com/in/katie-jones-0188a12a/

PathFactory website: https://www.pathfactory.com/

PathFactory on LinkedIn: https://www.linkedin.com/company/pathfactory/

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/

If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547