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Stop Talking And Start Doing! Time To Shrink The Skills Gap In Marketing Automation

Carlos20Hidalgo20Head20ShotBy Carlos Hidalgo, Executive Director of The Marketing Automation Institute and CEO of The Annuitas Group

“As we all know marketing automation is just not that simple!”  - Marketing Director Managing a Global Marketing Automation Implementation

Truer words have never been spoken. As organizations journey along the path of automation, they must think beyond just a simple software vendor selection. In order to have a successful marketing automation implementation, organizations need to also consider key strategies including:

Key Ingredients Of Successful Lead Management Strategy Outlined By Annuitas Group CEO

Lead management has been a hot discussion in marketing circles during the early part of 2011. However, while the attention to the handling and care of leads is a welcome priority, there is still a lot of confusion as to a real definition and guidelines for lead management.

DemandGen Report had the opportunity to catch up with Carlos Hidalgo, CEO of The Annuitas Group, to talk more about how the company is applying its own Lead Management FrameworkSM successfully with clients across a number of different verticals. The Grand Rapids, MI-based consultancy recently expanded its staff by more than 50% and increased its client roster by 50%.

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

New Approaches To Automating B2B Marketing Debated By Industry Thought Leaders

Last week Bulldog Solutions hosted a webcast, "The State of Demand Generation 2012: Trends and Guidance,” hosted by Bulldog Solutions. The webcast, which featured three expert panelists, who also contributed to a recent DemandGen special report on this topic, examined several of the most important challenges and opportunities facing B2B marketers.

One area where the panelists differed involved the importance of persona-driven versus account-driven approaches to B2B marketing. "One of the biggest obstacles we face is that we don't pay enough attention to the fact that we sell to companies and not individuals," noted Jason Stewart, Director of Marketing at Demandbase. "B2B techniques of one-to-one marketing are sort of encroaching into our B2B space" – a trend, he noted, that leads to marketers "neglecting the top of the funnel" as they lean too heavily upon tools that profile and target individual buyers.

Stop Talking And Start Doing! Time To Shrink The Skills Gap In Marketing Automation

Carlos20Hidalgo20Head20ShotBy Carlos Hidalgo, Executive Director of The Marketing Automation Institute and CEO of The Annuitas Group

“As we all know marketing automation is just not that simple!”  - Marketing Director Managing a Global Marketing Automation Implementation

Truer words have never been spoken. As organizations journey along the path of automation, they must think beyond just a simple software vendor selection. In order to have a successful marketing automation implementation, organizations need to also consider key strategies including:

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

Key Ingredients Of Successful Lead Management Strategy Outlined By Annuitas Group CEO

Lead management has been a hot discussion in marketing circles during the early part of 2011. However, while the attention to the handling and care of leads is a welcome priority, there is still a lot of confusion as to a real definition and guidelines for lead management.

DemandGen Report had the opportunity to catch up with Carlos Hidalgo, CEO of The Annuitas Group, to talk more about how the company is applying its own Lead Management FrameworkSM successfully with clients across a number of different verticals. The Grand Rapids, MI-based consultancy recently expanded its staff by more than 50% and increased its client roster by 50%.

The Annuitas Group Announces Plans To Expand Partner Roster As Part Of Vendor Neutral Strategy

Changes in the services sector of marketing automation continued to grab headlines this week as The Annuitas Group, a recognized leader in lead management process consulting, announced the transition of their marketing automation partnership strategy from exclusive to vendor neutral.

“We will be vendor neutral, which means we won’t be taking commissions from any vendors.”

- Carlos Hidalgo, CEO of The Annuitas Group.

The move comes after a long-term exclusive relationship with marketing automation vendor Silverpop, and could signal a further shift from marketing agencies reselling solutions and making a commission for referring those deals, to a model where the services provider helps select the solution that best fits the needs of the customer.

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