In today’s fast-paced B2B landscape, marketers are expected to align globally while acting locally. Julia Kertesz, Senior Marketing Manager at Acronis, offers a masterclass in doing just that—bringing deep operational insight, cross-functional alignment, and a forward-looking mindset to every campaign she leads.
Sales and Marketing: The Power of Alignment
For Julia, aligning marketing with sales isn’t optional—it’s foundational. Whether launching a campaign in North America or Japan, she ensures sales input is built into every phase: planning, execution, and optimization. This proactive collaboration shapes assets that resonate locally and improves conversion throughout the funnel. Regular feedback loops and performance check-ins keep campaigns agile and customer-relevant.
Global Consistency, Local Relevance
One of the standout takeaways from Julia’s approach is how she balances brand consistency with cultural sensitivity. A strong global framework provides structure, but regional teams adapt messaging and content based on local regulations, industries, and cultural nuances. The result: campaigns that feel both familiar and tailored.
Crafting Campaigns That Convert
Julia’s ChatGPT-themed campaign is a perfect example of timely, audience-focused execution. With 3,700+ webinar registrations and fast-moving deals, it showcased the power of multi-touch programs aligned to the buyer journey. Julia emphasizes building not just engagement, but measurable pipeline impact.
Navigating Cybersecurity Marketing Challenges
Marketing in cybersecurity means simplifying complex solutions for varied stakeholders—from engineers to executives. Julia underscores the importance of value-led content that speaks to different buyer personas and anticipates self-serve behavior. The opportunity lies in enabling trust early and maintaining it across the journey.
AI as a Strategic Enabler
AI isn’t replacing marketers—it’s empowering them. Julia credits AI tools with saving her five hours a week, freeing up time for strategic work like campaign refinement and cross-regional alignment. By accelerating tasks like ideation and analysis, AI helps marketers stay agile and intentional.
Final Thoughts
Julia’s marketing journey is defined by continuous learning, deep collaboration, and a sharp focus on relevance. Her approach shows that effective global marketing isn’t about volume, it’s about delivering the right value to the right audience at the right time.
???? Click here for more insights into B2B marketing and beyond.
Explore current trends, tools, strategies, and tactics in the B2B space, shared by leading industry experts and top-tier leaders through our interviews, guest articles, and podcasts.
???? Dive into the iTechSeries GTM Library today.