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What separates exceptional integrated marketing campaigns from forgettable ones? According to Sinziana Ursu, a leader of Integrated Marketing Programs at Upland Software, success comes down to two critical elements: a clear, distinct point of view and genuine cross-channel thinking.
Drawing from her extensive experience leading marketing teams at companies like WP Engine and Dell, Sinziana breaks down the timeless fundamentals that drive results regardless of company size or industry. "Having a unique perspective that connects the campaign together is basic marketing, but it's essential," she explains. "Then you need to consider how that message manifests across every touchpoint – from your website to sales conversations to internal enablement."
The conversation takes a fascinating turn as Sinziana shares how Account-Based Marketing has evolved beyond mere acquisition tactics. Today's sophisticated ABM strategies focus equally on retention, expansion opportunities, and cross-geographic growth. But success hinges on marketing-sales alignment, which Sinziana approaches through three lenses: goal alignment around meaningful revenue contributions, operational frameworks with shared scorecards, and genuine relationship building with sales counterparts.
As a marketing leader who's embraced AI tools firsthand, Sinziana offers practical insights on leveraging generative technology without losing the human touch. She's discovered that AI excels at research synthesis, creative variation, and campaign framework development – but cautions against the "shiny object syndrome" that leads marketers astray. "Start with the problem you're trying to solve, not the tool," she advises, whether that's addressing content bottlenecks or enabling new marketing channels.
Looking ahead, Sinziana predicts B2B marketing will continue converging with consumer approaches – bolder brands, more frictionless buying experiences, and earlier product engagement. For marketers, this means developing both technical fluency and deeper customer understanding. The future belongs to those who use AI to eliminate mundane tasks while investing more in creative thinking and authentic customer connections.
Ready to transform your integrated marketing approach? Listen now and discover how to build campaigns with genuine impact, align effectively with sales, and leverage AI to work smarter, not just faster.

🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

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