The Annuitas Group Announces Vendor Neutral Marketing Automation Strategy

The Annuitas Group Announces Vendor Neutral Marketing Automation Strategy

Grand Rapids, MI – December 7, 2010 – The Annuitas Group, the recognized leader in lead management process consulting, announced today the transition of their marketing automation partnership strategy from exclusive to vendor neutral.  This strategic move will expand beyond the current relationship with top marketing automation vendor Silverpop to include other leading automation vendors.

The decision to move to a vendor neutral approach was largely driven by The Annuitas Group’s growth in lead management consulting and a desire to increase the options available to their customers.  “Our clients today have a breadth of options when it comes to marketing automation technology. It’s important our team understands those options so that we can best match our clients’ process needs with the right solution,” said Carlos Hidalgo, CEO of The Annuitas Group.  “The unique advantage of our Lead Management Framework™ methodology is that it can be applied to any marketing automation technology to help companies improve their lead management process and the return on marketing investments.”

“For almost five years, The Annuitas Group has been a valued strategic partner with Silverpop and we’ve seen firsthand the value they bring to B2B companies with their expertise in the development of lead management process, and look forward to continuing our strong relationship” said Will Schnabel, Vice President of Business Development for Silverpop.  “We believe that expanding partnerships across vendors is only a good thing for the industry as a whole and will bring the very best information and solution options to marketers.”

Other marketing automation vendors agree that B2B marketing organizations will greatly benefit from the lead management process work delivered by The Annuitas Group. “The Annuitas Group delivers domain expertise around the lead management process that will only enhance the value of a company’s marketing automation investment,” said Phil Fernandez, CEO of Marketo.  “We look forward to working with them and in turn, delivering more value to our customers.”

Industry thought leaders have also noted the shift in strategy, “As the marketing automation industry matures, marketers have an increasing number of system choices.  This means they rely more heavily on vendors like The Annuitas Group to help them find the product that best meets their needs, develop the necessary processes and to deploy whatever system they choose,” said David Raab, Principal of Raab Associates.  “This change in strategy will allow more marketers to take advantage of The Annuitas Group’s lead management expertise and derive more value from their automation solutions.”

About The Annuitas Group

The Annuitas Group is the leading provider of sales and marketing process consulting services for B2B technology, financial and manufacturing companies. With more than 45 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 $500 million of potential revenue within their clients by developing new sales and marketing lead management process.

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