When it comes to breaking down the code of Account-Based Marketing (ABM), we all want a peek behind the curtain of those doing it right.
Last year, we were thrilled to sit down with Ileana Cipca, [Now] Global Partner Marketing Leader at IBM, to hear her thoughts on the art and science of ABM.
In this interview, part of the ABM Answered series hosted by Sam Hall, Ileana brought her fresh perspective and sharp insights to some of the most pressing questions marketers face today.
From personalization at scale to tackling sales alignment, here’s what she had to say.
1. Personalization at Scale: Beyond the Name Game
When asked how she personalizes campaigns, Ileana made one thing clear: surface-level personalization (like name-dropping a company in an email) isn’t going to cut it.
“Personalization starts with knowing your target accounts and their pain points,” Ileana explained. “It’s about delivering something that truly matters to them.”
She highlighted the importance of gathering insights through tools like Sixth Sense, attending events, or staying in close contact with BDRs and sales reps.
From there, campaigns are personalized based on where a prospect is in the funnel. Early-stage leads might get tailored website experiences, while near-close opportunities are treated to one-to-one events or highly specific content.
Takeaway: It’s not just about personalizing names; it’s about personalizing value.
2. Simplifying Complex Solutions for Clearer Messaging
As a marketing leader, Ileana knows firsthand the challenges of explaining complex solutions.
“We’re lucky to have a strong product marketing team that helps simplify our messaging,” she said.
She emphasized tailoring the message to the prospect’s stage in the buyer journey. For early-stage prospects, broad and high-level messaging works best.
For those further down the funnel, use-case-specific messaging is key, simple enough to explain to her 10-year-old son, she joked.
Takeaway: Simplify without losing substance. Broad messaging attracts; specific messaging converts.
3. Proactive Engagement: Nurturing Before the Problem
ABM often involves solving problems prospects don’t yet know they have. Ileana stressed the importance of creating demand through thoughtful content like blog posts and analyst
mentions.
“Our blog posts tackle real industry challenges, and we track their effectiveness through traffic, social shares, and engagement,” she said.
Once leads are in the database, they’re segmented into nurture streams based on roles and pain points.
But proactive engagement doesn’t stop there. For Ileana, it’s about consistently using creative approaches like video messages or personalized calls to keep the connection alive.
Takeaway: Create content that resonates and use diverse channels to engage your audience proactively.
4. Engaging the Entire Buying Committee
ABM isn’t just about landing one key contact. It’s about influencing the entire buying committee. Ileana shared her team’s approach to engaging multiple stakeholders, including analyzing their database for gaps and tailoring campaigns for specific personas.
“If we get just one MQL from an account but no one else knows who we are, it’s much harder to progress,” she said.
Timing also plays a critical role, especially in industries with strict procurement timelines where missing an opportunity can set you back significantly.
Takeaway: Build influence across the entire buying committee and do it early.
5. Bridging the Sales-Marketing Divide
Sales and marketing alignment is an age-old challenge, but Ileana offered a refreshingly straightforward solution: over-communication.
“There’s never too much communication,” she emphasized. “I ensure sales knows what we’re doing well in advance, so we’re aligned on campaigns and expectations.”
She also stressed the importance of clear follow-ups and sticking to a well-prepared plan, no knee-jerk campaigns allowed.
Takeaway: Over-communicate and align on strategy to build a stronger sales-marketing relationship.
6. Measuring ABM Success
When it comes to tracking ROI, Ileana places a premium on engagement.
“We track account engagement; seeing progress from no engagement to multiple touchpoints is critical,” she said.
In-person event attendance, for example, carries more weight than an email open.
Scoring engagements by value allows her team to prioritize accounts showing the most promise and ensure consistent follow-up.
Takeaway: Define the “crème de la crème” of engagement metrics and measure what matters most.
7. Account Selection: Where It All Begins
A successful ABM campaign starts with choosing the right accounts. Ileana’s team begins by mapping the product-market fit and conducting in-depth research to identify where their solution can have the biggest impact.
“This process can take months,” she admitted. “But it’s worth the time to get it right. We’re constantly learning and refining our target accounts as we engage with them.”
Takeaway: Invest time in account selection, it sets the foundation for your ABM success.
Final Thoughts: Lessons from Ileana
Ileana wrapped up the interview with a thought-provoking question for future guests:
“How do you recover when a poor follow-up from sales risks undoing all the hard work from marketing?”
It’s a challenge every marketer has likely faced, and one worth exploring further.
Whether you’re just starting your ABM journey or refining your processes, her insights are a reminder that success comes from deeply understanding your audience and delivering value at every touchpoint.
Curious to know more? Check out our ABM Answered library for more insights and questions from industry leaders.
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