Isabella Georgiou, EMEA Demand Center Marketing Manager at Celonis, shares her journey from field marketing to leading data-driven ABM and demand generation across EMEA. She discusses aligning strategy, creativity, and data to build high-impact programs; fostering sales-marketing collaboration; scaling personalization globally; and driving meaningful customer engagement through measurable, insight-led marketing execution.
It’s great to have you, Isabella. Could you tell us about yourself and your marketing journey?
Thank you for having me! My marketing journey has been a mix of curiosity, creativity, and strategy. I’ve spent the past several years focusing on demand generation and account-based marketing across EMEA. At Hexagon, I wore many hats over six years—from field marketing to ABM roles—which taught me the value of aligning strategy with execution and tailoring programs to different markets. Today, as EMEA Demand Center Marketing Manager at Celonis, I get to combine data, creativity, and collaboration to deliver programs that truly connect with our audiences. What really drives me is seeing those “aha” moments—when a campaign resonates with the right person at the right time and makes a real impact.
Can you share your approach to building and executing a high-impact ABM program from scratch?
For me, ABM is as much about mindset as it is about tactics. I always start by understanding the customer and the business problem—not just the account, but the people within it. Collaborating closely with sales, we map target accounts, analyze intent signals, and identify key pain points. From there, we craft personalized content journeys and engagement plans that feel meaningful and create experiences. Measurement is built in from the start, so we can iterate quickly. I’ve learned that ABM works best when everyone sees it as a shared mission, not just a marketing campaign.
How do you customize ABM programs to address the unique needs of different industries and account tiers?
Customization is key. For high-value, one-to-one accounts, we go deep—industry insights, account-specific challenges and roadmaps, and highly personalized messaging. For broader segments, like one-to-few programs, we find shared themes and common pain points while still keeping the content relevant. For example, tailoring conversations for energy versus financial services clients—the challenges might be similar, but the way we frame value and engage stakeholders might be completely different. The goal is always to be relevant without losing efficiency.
In your experience, what’s the best way to foster alignment between marketing, sales, and product teams, especially while scaling globally?
True alignment starts with shared accountability. I’ve found the most successful programs happen when marketing, sales, and product teams define success together—not separately. Regular communication, co-created account plans, and joint pipeline reviews keep everyone grounded in the same reality. Scaling globally adds complexity, so regional enablement is critical—empowering local teams to adapt while staying connected to a unified strategy. Alignment isn’t a one-time effort; it’s a rhythm built on transparency, trust, and continuous feedback that strengthens collaboration and drives sustainable global growth.
“I’ve learned that ABM works best when everyone sees it as a shared mission, not just a marketing campaign.”
What has been your most challenging yet successful marketing program experience?
One of the most rewarding challenges was launching a pan-EMEA ABM initiative that needed to resonate across diverse industries & markets—each with different maturity levels and go-to-market models. We had to build a framework flexible enough for account inclusiveness, yet consistent in its strategic messaging. It was complex, but through collaboration, data insights, and close feedback loops with sales, we achieved strong engagement across top accounts and a measurable uplift in influenced pipeline. The challenge reminded me that flexibility and clarity can absolutely coexist.
Which key metrics do you prioritize to track the effectiveness of your ABM and demand generation programs?
I track both leading and lagging indicators. Engagement and buying group coverage are early signals of ABM success, while pipeline influence and conversion rates show impact on business outcomes. For demand generation, I also look at velocity and lead quality. But beyond the numbers, I care about the story they tell—how our activities move accounts and prospects along their journey, and what we can learn to improve the next iteration and refine targeting, messaging, and overall go-to-market effectiveness across channels.
How do you see AI changing the way we understand and influence customer behavior?
AI is redefining how marketers connect the dots between data, intent, and timing. It’s allowing us to anticipate customer needs instead of simply reacting to them. From predictive scoring to dynamic content personalization, AI helps create more meaningful, context-aware engagement at scale. That said, I believe the human element will remain essential—creativity, empathy, and emotional intelligence are what transform insights into genuine relationships. AI enhances the strategy, but people give it heart, ensuring that technology-driven experiences remain authentic, trustworthy, and truly customer-centric in an increasingly automated world.
What would be your advice to aspiring marketers looking to make a mark?
Stay curious and never stop learning. Marketing is evolving faster than ever—but the fundamentals remain the same: understanding people, solving problems, and telling stories that matter. Don’t be afraid to experiment, take ownership, and learn from data. Most importantly, build strong relationships across your organization—marketing doesn’t work in isolation. Every great campaign starts with collaboration, empathy, and a willingness to grow. Keep an open mind, seek mentorship, embrace new technologies, and always connect creativity with strategy to make a lasting impact.
About Isabella Georgiou
Isabella Georgiou is a marketing leader specializing in demand generation and account-based marketing across EMEA, currently driving strategic initiatives at Celonis. With extensive experience at Hexagon Asset Lifecycle Intelligence, she blends creativity, data, and collaboration to build customer-centric programs that deliver measurable business impact. Passionate about connecting strategy with execution, Isabella focuses on driving alignment, personalization, and growth across global B2B marketing initiatives.
