EP. 143 - BUILDING SUCCESSFUL ABM PROGRAMS! Sinziana Ursu on ABM at WP Engine & Upland Software

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.Best Moments:(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 ABMGuest 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.

Om Podcasten

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!