If you’re in B2B marketing, you’ve probably heard big promises from every vendor about “precision targeting,” “account-based engagement,” and “revenue teams in perfect harmony.” Cut through the noise—this guide is for people who want to see how Influ2 actually stacks up against other go-to-market (GTM) tools for targeted account-based marketing (ABM). No fluff, no vendor hype—just how to really compare these platforms and figure out what’s worth your money.
1. Get Clear on What You Really Need
Most ABM tools sound the same in demos. Before you even start comparing, nail down what you actually want to do. Skip this, and you’ll end up dazzled by features you’ll never use.
Start by making a list: - Who are you trying to reach? (Specific companies, job titles, buying committees, etc.) - What’s your main goal? (Lead gen, deal acceleration, pipeline influence, etc.) - How much time and energy can your team realistically put into this? - What tech do you already use that this tool needs to work with?
Pro tip:
Don’t fall for the “we do everything” pitch. The best tool is the one that does your thing well.
2. Know What Makes Influ2 Different
Influ2 calls itself “person-based advertising for B2B.” The pitch: not just targeting companies, but showing ads to specific people at those companies. If you’re comparing, here’s what’s actually unique:
- Person-level ad targeting: Most ABM platforms target accounts. Influ2 says it can target and report on engagement at the individual person level.
- Behavioral intent signals: You get alerts when named people interact with your ads, so you know who’s paying attention.
- CRM and MAP integrations: Works with Salesforce, HubSpot, Marketo, and others—though, like most, you’ll want to test how well this works in practice.
What’s just marketing spin:
Other tools offer “intent data” and “precision targeting” too. Influ2 just claims to get more granular.
3. Set Up a Real Apples-to-Apples Comparison
Every vendor has their own demo magic. Here’s how to keep things fair:
Pick your shortlist.
Beyond Influ2, most teams look at:
- 6sense
- Demandbase
- Terminus
- RollWorks
- Madison Logic
Line up these criteria for each: - How specific can you target? (Company, department, person) - What data do you get back? (Account-level? Person-level? Real-time?) - How does it handle ad delivery? (Display, social, native, combinations) - How easy is it to set up and actually use? (Not just in the demo) - What integrations are legit? (Check what works, not just what’s promised) - Pricing: ABM pricing gets weird fast—try to get apples-to-apples numbers based on your use case, not brochure prices.
Don’t ignore:
- Contract lock-ins and minimums
- Support quality (ask for references, not just testimonials)
- Actual customer reviews (G2, TrustRadius, etc.—look for recent, critical feedback)
4. Test What Matters (Not Just What’s Flashy)
It’s easy to get caught up in dashboards and “AI-powered” features you’ll never use. Focus on these real-world tests:
A. Targeting Accuracy
- Give each vendor your sample account list and see how many of your actual contacts they can match for ad delivery.
- For Influ2, see if they can really find and serve ads to named people, or if you end up with a “lookalike” audience instead.
B. Reporting Clarity
- What can you actually see after a campaign? (Clicks at person-level? Or just account engagement scores?)
- Can your sales team act on this data, or is it just more noise in the CRM?
C. Workflow Integration
- Set up a test workflow: push an account from Salesforce or your MAP into the tool, run a campaign, and see what comes back.
- How much manual work is involved? (Be honest—if it needs a full-time admin, it’s not “easy.”)
D. Attribution (If You Care)
- Can the tool show you which ads contributed to pipeline or deals?
- Or is it just “influenced” reporting that makes every vendor look good?
Ignore:
- Fancy AI talk unless it produces results you can see.
- “Omnichannel” claims if you only care about one or two channels.
5. Dig Into the Dirty Details
Here’s where most buyers get burned: the stuff they didn’t ask about.
Gotchas to check: - Minimum spend or seat requirements: Some ABM platforms only want big contracts. Influ2 is more SMB-friendly, but get the real numbers. - Data privacy: If you’re in regulated industries, make sure person-level targeting doesn’t cross any lines. - Ad inventory quality: Where do your ads actually show up? “Programmatic” can mean “bottom of the barrel” sites. - Customer support: Is there a real human you can talk to? Or just chatbots and ticket queues?
6. Talk to Real Users, Not Just Sales
Vendor case studies are hand-picked. Instead, ask to talk to real customers—ideally, ones who’ve switched from or to the tool.
Ask them: - What surprised you after buying? - What’s slower or harder than you thought? - If you had to start over, would you pick it again?
Sites like G2 and TrustRadius are decent for getting a sense of common complaints, but direct conversations are gold.
7. Score Each Tool Against Your Actual Workflow
Don’t get caught up in feature checklists. Instead, do this:
- Write out your actual workflow: “I want to target these 150 accounts with display ads, see who engages, and notify sales if someone from that list clicks.”
- For each tool, map how many steps (and people) it would take to do that.
- Mark where there’s friction, workarounds, or missing features.
If you can’t picture your team actually using it, keep looking.
8. Make Your Choice—But Keep It Simple
Here’s the reality: No tool is going to close deals for you. Influ2’s person-based targeting is cool if that’s what you need, but it’s not magic. Most ABM platforms do 80% of the basics; the difference is what fits your team and goals.
My advice: - Start small—test on a handful of accounts. - Get your sales team involved early. - Don’t overbuy. It’s easier to add features later than to untangle a bad contract. - Ignore FOMO—just because everyone’s buying a tool doesn’t mean it’s right for you.
Summary: Don’t Overthink It
ABM tools can be powerful, but only if they fit your workflow and your team actually uses them. Strip away the hype, focus on your needs, and run real-world tests. Keep it simple, keep iterating, and you’ll find what works—without the headaches.