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Live Course: June 11, 2012 at 12pm ET

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.

Join OMI June 11 at 12pm ET, and learn how to develop a high-ROI marketing automation and lead management program.

As a Marketing Automation Crash Course student, you will:

Carlos
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.

Agenda

Time

Class
12-12:30pm ET

Class 1: How to Develop a High-Impact Demand Generation Program

Being able to engage your buyers effectively through the use of relevant content and lead them through the buying process is the goal of any demand generation initiative.

Organizations need to know the key components necessary for a demand generation strategy including identifying their buyers, developing the right content and having a clear view of the path the buyer takes to purchase.

In this class, you will learn how to:

  • Define and plan for an effective demand generation strategy
  • Develop a buyer persona to be used in demand generation
  • Develop a content and offer map for demand generation planning
  • Use lead management and marketing automation for your demand generation goals

You'll leave this class with an understanding of demand generation and an overview of what is needed to be successful in today's marketing 2.0 world
12:30-12:40pm ET

Break
12:45-1:15pm ET

Class 2: How to Develop a Lead Management Process and Plan

Multiple studies have shown that one of the largest revenue obstacles to marketing and sales is the lack of a defined lead management process.Organization's who are looking to maximize their demand generation efforts need to ensure there is a defined process on how to manage their prospective buyers 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. In this class, you will learn:

  • How to define lead management within their organization
  • How to begin a lead management initiative within their company
  • How to develop a revenue focused mind-set with sales
  • SLA's & Business Rules needed to manage effective lead management
  • How once developed automation can help enable the lead management process
1:15-1:25pm ET

Break
1:30pm-2pm ET

Class 3: Marketing Automation Tactics and Best Practices for Success

The importance of marketing automation for B2B organizations cannot be understated. The most savvy marketers and progressive organizations understand what value an MA strategy can deliver to their organization.

However, organizations cannot just purchase automation and expect their results to change. They must select the right solution, develop the right people with the right skills and define their implementation strategy. Once these steps are taken, they can effectively enable their demand generation and lead management process.

In this class, you will learn:

  • The critical components necessary for implementing a marketing automation strategy including people, process and content- then technology
  • Keys to building a business case for automation
  • The key players that should be involved in the marketing automation strategy of your organization
  • The potential pitfalls of marketing automation
  • Methods to evaluate the best MA solution for your organization
2:00pm-2:30pm ET

Q&A with Instructors

Carlos Hidalgo

CEO, The Annuitas Group and Executive Director, Marketing Automation Institute

Carlos

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.