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 ABM

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.