The Modern ABM Playbook: Using AI, Creative Experiments & Sales Alignment | Sinziana Ursu

Is your integrated marketing strategy keeping up with the pace of AI? While many teams are focused on efficiency, the real win is in smarter execution, creative experimentation, and unbreakable sales alignment.

In this episode of Tech Marketing Rewired, I sit down with Sinziana Ursu, Director of Integrated Marketing at Upland Software, who is an expert in integrated marketing and demand generation. Over the last decade, she's built programs at fast-moving companies like WP Engine, Enboarder, and Upland that have rewired the old marketing playbook and have pushed the envelope on modern campaigns that actually deliver.

In this episode, you'll discover:
✅ The evolution of ABM: Why the focus is shifting from "break-in" plays to expansion and retention.
✅ AI in action: How to genuinely get results with AI in ABM and where human judgment is still essential.
✅ Creative experimentation: How leaders can use tools like Jasper and Midjourney to refresh creative and lift engagement.
✅ The "messy middle" of adoption: How to manage executive pressure for AI adoption with team realities and get true buy-in.
✅ Unbreakable sales alignment: How to build one scorecard and align on goals that matter.

Connect with Sinziana Ursu on LinkedIn:   / sinzianaursu  

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0:00 The Future of B2B Marketing
3:15 Integrated Marketing Foundations and Transferable Lessons
10:37 The Evolution of Account-Based Marketing
17:57 Building Stronger Sales-Marketing Alignment
26:13 Embracing AI for Marketing Innovation
34:05 Looking Ahead: Skills for Future Marketers
38:07 Creative Experiment: AI-Generated Music

#IntegratedMarketing #ABM #MarketingAI #TechMarketing #DemandGeneration #B2BMarketing