Creating Clarity and Scale in a Complex B2B Market
In identity security, complexity is a given. Buying cycles stretch across months, multiple stakeholders shape every decision, and marketing teams are expected to prove impact with speed and clarity. For Ping Identity, this meant rethinking how account-based marketing was delivered across regions.
This case study explores how Emanuela Mafteiu, Head of Digital and Demand Generation, partnered with Propolis to move beyond executional ABM. By introducing shared frameworks, expert coaching, and peer validation, Ping Identity embedded ABM as a global growth driver, elevating marketing’s role from campaign delivery to a strategic business partner with measurable impact.
The Challenge: Scaling ABM with Consistency and Credibility
As Ping Identity expanded its ABM efforts, the challenge quickly shifted from experimentation to scale. Different regions were moving at different speeds, teams were using varied approaches, and there was no shared framework to guide execution across markets.
Marketing needed a way to standardize how high-value accounts were targeted and engaged, while still allowing flexibility for local teams. Just as importantly, stakeholders across the business needed clarity on what ABM meant in practice and how success would be measured.
Without a common language or repeatable model, ABM risked becoming fragmented. Ping Identity also faced the internal challenge of proving ABM’s impact, building leadership confidence, and ensuring marketing was seen not simply as a delivery function, but as a strategic contributor to growth. Solving this required more than tools or training. It demanded alignment, structure, and a scalable approach that could work globally.
Discovering the Propolis Difference
What first drew Ping Identity to Propolis was its practical focus on helping B2B teams move from execution to strategy. Rather than another agency partnership or off-the-shelf training program, Propolis offered something different: proven frameworks, expert guidance, and peer validation to help embed ABM as a true growth driver.
For Emanuela and her team, Propolis provided the structure they needed to align globally. Through expert-led coaching, Ping Identity launched its first ABM Center of Excellence in EMEA, creating a repeatable model that could scale. That framework was soon replicated across Asia Pacific and Japan (APJ) and the Americas, bringing consistency to how high-value accounts were targeted, engaged, and converted.
Just as important was Propolis’ role in helping marketers articulate ABM’s value internally. By giving teams the confidence and language to demonstrate impact, Propolis helped reposition marketing from a service function to a strategic growth partner at the leadership level.
From Insight to Impact
While many communities focus on theory, Propolis helped Ping Identity turn learning into action.
Case studies, on-demand resources, and coaching sessions were designed to be immediately applied within live campaigns. In a fast-moving identity security market, this flexibility mattered. Teams could pause, resume, and apply learning around active programs without losing momentum.
Webinars, roundtables, and conferences extended this impact, exposing Ping Identity to the latest thinking in B2B marketing while reinforcing a culture of continuous upskilling. The result was sharper campaigns, clearer messaging across personas, and ABM programs that delivered measurable outcomes in both pipeline and revenue contribution.
A Global Framework That Builds Capability
Propolis helped Ping Identity move from fragmented regional efforts to a shared global approach.
With a common framework in place, new ABM teams were created in multiple regions, reflecting growing confidence not just in execution, but in marketing’s ability to lead strategic change. What started in EMEA became a global standard, enabling teams worldwide to work from the same playbook while adapting locally.
This shift marked a turning point. Marketing began operating with a stronger strategic focus, aligning more closely with business growth objectives and earning greater credibility across the organization.
Looking Ahead
As Ping Identity continues to scale, Emanuela remains actively engaged in the Propolis community, contributing to webinars, sharing insights, and learning from peers across industries and regions.
With buyers becoming more sophisticated and technology evolving quickly, she sees ongoing collaboration as essential. From personalization and storytelling to audience innovation, Propolis provides a space to explore what’s next while staying grounded in practical application.
For marketing leaders navigating long buying cycles and complex stakeholder groups, Ping Identity’s experience offers a clear takeaway: combining expert resources with peer learning enables teams to build capability, scale best practices globally, and demonstrate measurable impact at the board level.
Propolis gave Ping Identity the tools to innovate, grow, and deliver real business results and continues to be a critical partner in what comes next.
