Massachusetts-based startup Pursway is looking to help companies identify the influencers in their customer base to better target e-mail marketing and avoid fatiguing subscribers with unwanted messages. Content targeted to influencers can also promote a feeling of exclusivity that makes these subscribers the first to know and more likely to spread the word. "We tell [companies] Ron is a friend of Erica, and we tell them, Ron has also influenced Erica, so when he buys, Erica buys also," said Pursway founder Ran Shaul.

Related Summaries