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Carlos Hidalgo Steps Down, Adam Needles Named Successor CEO At Annuitas

hidalgo headshot 1Annuitas, a leading B2B demand generation firm based in Atlanta, announced that its Founder & CEO Carlos Hidalgo (pictured here) will leave the company at the end of February. Adam Needles, Chief Strategy Officer at Annuitas, will succeed Hidalgo as the company’s new CEO. Hidalgo will continue to serve as a member on the company’s Board of Directors.

Hidalgo founded Annuitas in August 2005. Prior to launching the company, Hidalgo held senior-level marketing positions at companies such as BMC Software and McAfee.

“I am thankful for the opportunity I had over this last decade at Annuitas and see nothing but a bright future for them as they continue their success,” Hidalgo said in a blog post detailing the announcement. “However, I am more excited about the future that lies ahead for me, the decision I have made and the work I will be able to do going forward.”

Needles succeeds Hidalgo after serving as the company’s Chief Strategy Officer for the past four years. He is tasked with continuing the company’s growth, while also bringing a “focus to the fundamentals,” Needles said. He is credited as the architect of the company’s core Demand Process methodology, which helps clients build buyer-driven demand gen programs and transform their lead-to-revenue processes.

Prior to joining Annuitas in 2012, Needles was Chief Strategy Officer at LeftBrain DGA, a Silicon Valley-based demand generation agency. He has also held senior-level positions at Silverpop, an IBM company, as well as a tech market research firm The 451 Group.

“Annuitas delivers unique value in the marketplace,” said Needles. “In my new role, I’m excited to lead the next stage of growth for Annuitas and for its clients.”

B2B Customers Demand More Personalization In Email

Email marketing: Most (if not all) B2B marketers are leveraging it. But are they doing it right? It depends on who you ask. When done properly, email is still a very strong channel for engaging with B2B buyers. Companies such as Uberflip, with email open rates that range from 34% to 53%, can attest to it.

According to Salesforce’s 2016 State Of Marketing Report, 80% of marketers agree that email is core to their business; and nearly half (49%) of those marketers say email is directly linked to their business’ primary revenue source.

Frost & Sullivan: Marketing Automaton A $1.9B Industry By 2020

Marketing automation will be a $1.9 billion industry by 2020, according to the latest research from Frost & Sullivan. The report, Global Marketing Automation Software Market, attributes the growth to the rising need to integrate marketing efforts in order to optimize returns on marketing caScreen Shot 2014-02-20 at 2.01.14 PMmpaign investments.

The study shows that 80% of the U.S. market in 2013 was controlled by three companies: Marketo, Oracle Eloqua and Silverpop.

Marketo Mysteriously Absent From Salesforce App Exchange

Salesforce AppExchange logoJust one month removed from being a Titanium sponsor of Salesforce’s Dreamforce event, a check of the Salesforce AppExchange shows that Marketo’s listing is no longer on the public portion of the site.

Several Marketo partners who did not want to be identified also confirmed that Marketo will not be invited to participate in Dreamforce next year.

Dreamforce Roundup: Revamped Marketing Cloud, Mobile And Predictive Analytics

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At Dreamforce, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform, a new set of technologies designed to deliver and integrate mobile versions of Salesforce-based applications.

The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location. The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

Analysts who spoke with Demand Gen Report had mixed reactions to the new marketing cloud. Some pointed to a greater separation of B2B and B2C marketing tactics, while others saw it as bringing the two marketing disciplines closer together.

Marketers Strive For A Holistic View Of Buyers

customer relationship shutterstock 113068783It is clear that marketers can no longer treat all prospects alike, as sending out the same email to everyone no matter who they are or where they are in the buying cycle is not likely to yield stellar results. While the ultimate goal is to make a sale, it is becoming more important to develop a rapport with buyers and understand what drives their purchasing decisions. That was the message of several speakers at the recent Digital Marketing University event in Philadelphia held by Silverpop.

“You have to own the whole relationship with the customer,” said Ellen Valentine, Product Evangelist for Silverpop. “It seems like a bit of an oxymoron, but as we have more channels and more ways to communicate with the customer, the buyer expects a more personalized experience.”

Silverpop Brings More Personalization To Web Sites With Smart Content

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Silverpop
customers now have the opportunity to personalize their web sites with the launch of Smart Content.

Smart Content is designed to connect with the Silverpop Engage marketing database and the user web site, allowing for new, personalized content to be written in HTML coding in real time. When consumers visit a site supported with Smart Content, the marketing automation solution will automatically recognize them and present tailored content on the page based on behavioral marketing data.

Behavioral Data Remains Untapped By Many B2B Marketers, Study Reveals

forrester silverpopA commissioned study conducted by Forrester Consulting on behalf of Silverpop reveals that behavioral data remains a largely untapped marketing asset. Forrester found that only 45% of marketers collect and consolidate behavioral data within a single, integrated database.

The study, conducted May 2013, surveyed 157 U.S.-based marketing professionals on their use of behavioral marketing automation to enable communication strategies and deliver campaigns. Forrester analyzed how marketers are powering automation with buyer behavioral data to drive engagement across multiple touch points and channels.

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