Marnie Zaccaria

Marnie Giuranna Zaccaria is the Global Account-Based Marketing (ABM) Lead at Finastra, a leading global fintech company.12 In her role, she oversees the entire highly personalized and customized marketing strategy for Finastra's most strategic global accounts.2

Key Responsibilities and Achievements

Marnie has been instrumental in implementing and developing Finastra's ABM program:

• She led the launch of Finastra's first ABM program, completing its initial year of deployment.1
• Her team focuses on 25 strategically chosen global accounts, employing a mix of one-to-one and one-to-few ABM approaches.3
• She emphasizes the importance of account insights, spending significant time understanding customer strategies and needs.1

ABM Strategy and Lessons Learned

Marnie has shared several insights from her experience:

• Account Selection: She advocates for careful account selection and monitoring, recommending removal of underperforming accounts from the program.1
• Education: Marnie stresses the importance of educating internal stakeholders about ABM, including organizing workshops and finding advocates for the approach.3
• Long-term Perspective: She notes that it can take up to three years to fully establish an effective ABM strategy.3
• Flexibility: Marnie adjusted her strategy based on results, shifting from a predetermined one-to-one approach to a more flexible model that starts with one-to-few and scales up as opportunities emerge.3

Industry Perspective

Marnie is recognized as an industry thought leader in ABM:

• She has been featured in podcasts and interviews discussing her experiences and insights in implementing ABM strategies.45
• Her approach to ABM is cited as an example of best practices in the industry.6

Marnie's work at Finastra demonstrates her expertise in navigating the complexities of implementing a global ABM program, particularly in the fintech sector, where she balances the needs of large, complex accounts with strategic marketing approaches.