Nothing is more vital to the success of a marketing organization than the development and implementation of a successful demand generation strategy. In order for demand generation to be effective, it can not stand alone. It must be supposed by sound lead management, and enabled by a marketing automation solution.

As a Marketing Automation Crash Course student, you will:

Lead Instructor: Carlos Hidalgo, CEO of the Annuitas Group and Executive Director of the Marketing Automation Institute

  • Gain a deep understanding of how demand generation, lead management and marketing automation impact the sales funnel
  • Learn how to build a demand generation and lead management strategy & process
  • Learn how to select the right marketing automation solution
  • Grow your organization's sales pipeline and revenue
  • Put your newly acquired knowledge into action-leave this course with a solid path to demand generation, lead management and automation success

We know you're short on time, so we've cut out the fluff and jargon. These three condensed, 30-minute classes will get to the core of what you need to know to successfully plan, execute, measure, and analyze the highest-ROI strategies and tactics in demand generation.

Class 1

Defining Marketing Automation & Demand Generation

Today’s B2B buyers complete more than 50% of their buying processes without ever speaking with an actual person. Demand Generation strategy is about effectively engaging with those buyers throughout the buying process. In this lesson, you’ll learn the keys to developing such a strategy, including developing buyer personas, mapping certain content to stages of the buying process, and how to both plan for and measure your results.
Instructor: Carlos Hidalgo
Class 2

Mapping the Plan for Lead Management

Multiple studies have shown that one of the largest revenue obstacles to marketing and sales is the lack of a defined lead management process. Organizations that are looking to maximize their demand generation efforts to ensure there is a defined process on how to manage their prospective buyer relationships. Much has been written about lead management in terms of technology and lead scoring and nurturing. However, lead management far exceeds these narrow definitions.
Instructor: Carlos Hidalgo
Class 3

Marketing Automation Best Practices for Success

Learn what you need to know to plan and implement a successful marketing automation program. Get expert advice to build your case, select the right solution, develop the right people with the right skills, and define your marketing automation implementation strategy. Get on the path to more revenue today.
Instructor: Carlos Hidalgo

Carlos is a known thought leader in B2B marketing for his keen insights on the development and implementation of lead management process, and is also a recognized expert in marketing automation. Most recently, Carlos was named a 2011 Who’s Who in BtoB Marketing.  Additionally, Carlos has been recognized three years in a row (2009 – 2011) by SLMA’s 50 Most Influential People in Sales Lead Management. He is a frequent speaker, blogger and guest contributor of many articles on B2B marketing.   Prior to The Annuitas Group, Carlos was responsible for global SMB marketing at BMC Software. In this role, Hidalgo managed all aspects of marketing and customer relations for the SMB line of products including the creation of strategic messaging, go-to-market strategies, management of all customer communications and demand generation activities. He was also responsible for implementing global marketing best practices and processes, and ensuring all global direct marketing needs were being met. Prior to BMC, Carlos held similar roles at other various B2B companies including McAfee and Staffware, as well as Bertram, McKee & Associates, an independent marketing firm, where he was instrumental in delivering strategic marketing, lead management, generation and database development programs for Microsoft, IBM, HP and Avnet. Carlos received his bachelor’s degree in business communications from Cedarville University in Ohio.



Buy Now

Purchase for $99, and get instant access to this certification on-demand.

Get Instant Access

Start Learning Today.

Join over 41,000 Professionals improving their skills, career, and digital ROI.

Get instant access to every class.

My OMI subscription makes it easy for me to stay on top of what's working now in digital. As a small business marketer, I wear many hats — from managing email, to search, to social media, and more — and thanks to my OMI subscription, I am able to successfully execute these campaigns and increase sales for my company and my clients.   

Anna Lucia Novak

Small Business Marketing Consultant