Marketing automation systems focus on driving prospects through the marketing funnel in order to identify the qualified individuals that are ready to talk to a salesperson. There are more subtle indicators of interest at the account level, however. Buying signals across multiple contacts that fly beneath the radar when considered individually, and that could be missed altogether if you don’t know what to look for. Lead management and marketing automation thought leaders Adam Needles, Carlos Hidalgo and Matt Heinz discuss incorporating Account-Based selling strategies into B2B lead management and nurture campaigns in this panel discussion moderated by Jason Stewart.

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Panelists include:

Carlos Hidalgo
Carlos Hidalgo is the CEO of the Annuitas Group, the leading provider of sales and marketing process consulting services for B2B technology, financial and manufacturing companies. With more than 50 years of combined experience, The Annuitas Group helps clients achieve greater marketing and sales efficiency through more productive and efficient lead management, marketing automation and demand generation programs. In all, The Annuitas Group has been able to identify over $750 million of potential revenue within their clients by developing new sales and marketing lead management process.  

Adam Needles
Adam B. Needles is a passionate B2B marketing change agent -- helping companies build successful, modern, buyer-centric demand generation programs and transform their lead-to-revenue demand processes to drive profitable revenue growth and build sustainable brands. He is the author of Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model - a book written for B2B marketing leaders. Adam has led marketing strategy and demand generation programs for dozens of companies since the late 1990s. These include publicly-traded, Fortune 500 companies such as Dell, E*TRADE FINANCIAL, Lenovo, Motorola, Pitney Bowes, Platinum Technology (acquired by CA Technologies), PNC Bank, PTC and Target.

Matt Heinz
Matt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth. He launched Heinz Marketing formally in late 2008.

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Buying signals across multiple contacts that fly beneath the radar when considered individually, and that could be missed altogether if you don’t know what to look for. Lead management and marketing automation thought leaders Adam Needles, Carlos Hidalgo and Matt Heinz discuss incorporating Account-Based selling strategies into B2B lead management and nurture campaigns in this panel discussion moderated by Jason Stewart.