In this episode of Scrappy ABM, host Mason Cosby interviews Sinziana Ursu, Director of Integrated Marketing at Upland Software, about her experience building an Account-Based Marketing (ABM) program at WP Engine. Sinziana shares insights on how she approached ABM, the tactics she used, the tech stack involved, and how she measured success along the way.
Guest Bio:
Sinziana Ursu is the Director of Integrated Marketing at Upland Software. With extensive experience in building and implementing ABM programs, Sinziana previously led the development of WP Engine’s enterprise-focused ABM initiative. She’s passionate about aligning sales and marketing efforts to create tailored and creative marketing strategies for target accounts.
00:36 Introduction of Sinziana Ursu and her role
01:40 Initial approach to building an ABM program
05:59 Tactics used to execute the ABM program
08:34 Starting point for implementing tactics
11:35 Tech stack used for executing the program
15:18 Content creation process and resources
21:29 Measuring success of the ABM program
22:45 Unexpected challenges during implementation
24:43 Parting wisdom for those starting ABM
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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