DemandGen International, Inc. collaborates with other Industry leaders and top vendors to address skills gap and develop industry standard certifications for marketing automation professionals
July 18, 2011 | Grand Rapids, Michigan
The Marketing Automation Institute (MAI) today announced its official launch as the certification body and community for the marketing automation industry. In collaboration with industry thought leaders and the top marketing automation vendors, the Marketing Automation Institute will provide educational and training opportunities that help both B2B and B2C marketing professionals develop the skills needed to succeed in today’s ever-changing market.
“Companies today are not only asking but also requiring that their marketing teams be accountable and contribute to corporate revenue,” stated Carlos Hidalgo, executive director and co-founder of the Marketing Automation Institute. “With this expectation, a skills gap has surfaced that marketers must address. The MAI will serve as the resource and community to help marketers bridge this gap and acquire the latest skills and training needed to both advance their careers and help their organizations develop a world-class marketing engine.”
Starting in the fall of 2011, the MAI will offer Certified Marketing Automation Professional (CMAP) classes that focus on the most critical areas of the marketing automation industry. Initial classes will include: Marketing Automation Foundations, Lead Management Process Development, The Fundamentals of Marketing Operations and Marketing Performance, Measurement & Benchmarking.
“The enabling technology that is available to marketers today has great potential, but in order for that potential to be realized, marketers must have the necessary skills,” said David Raab, MAI executive council member and principal of Raab Associates. “Having an industry-supported organization that will provide a learning community and equip marketers with the latest skills is a welcome addition to the marketing automation industry.”
The MAI community will be comprised of marketing automation end-users, vendor partners, vendor council member and services providers. Individuals and corporations who join the MAI will have exclusive access to members-only content, resources and a community forum. In addition, the MAI is also supported by an Executive Council of industry thought leaders and a Vendor Council comprised of some of the top technology vendors including Aprimo, Eloqua, eTrigue Corporation, Genius, Manticore Technology and Silverpop. These two groups will serve to both consult and provide direction for the MAI.
“Just as creating and leveraging websites became a requirement for marketers in the 90’s, marketing automation is the next mission critical application for all marketers to embrace and master. By joining the MAI and leveraging the courses, students will be able to get the comprehensive training they seek to advance their careers and make a profound impact on their organizations,” stated David Lewis, MAI executive council member and CEO of DemandGen. “We find that our customers who are having the greatest success are those that employ marketers who have the skills and knowledge to market in the buyer 2.0 world.”
“We are excited to support the launch of the Marketing Automation Institute,” stated Brian Kardon, CMO of Eloqua. “We know that equipping marketers with the right skills is vital to their success, and we look forward to working with the MAI to further advance the marketing automation industry.”
“The Marketing Automation Institute is forming at a critical time as change is sweeping across marketing,” stated Jeff Chamberlain, vice president of B2B solutions at Aprimo. “We understand that it is critical to help marketers understand how technology can enable good marketing practices but not create them. We are looking forward to the opportunity to help the MAI drive adoption and change in marketing.”
“Today’s marketers are eagerly looking for ways to raise their game and provide a competitive advantage to their organizations, ” said Will Schnabel, vice president of business development for Silverpop. ” We look forward to working with MAI to deliver relevant training on marketing automation and lead management best practices to fill this growing need.”
“Today’s marketers have long been looking for ways to improve their knowledge and skills. The MAI will provide the perfect blend of academic learning of the principles needed in today’s market as well as learning from a community, stated,” Sam Weber CEO of Genius. “We are excited about what the MAI can provide for Genius customers and the industry as a whole.”
“The Marketing Automation Institute fills a critical need in the market and Manticore is pleased to be a founding member of the Vendor Council,” said Jeff Erramouspe, president of Manticore Technology Corporation. “The MAI will help close the gap between the traditional creative skills possessed by marketers and the analytic and technical skills required for successful marketing automation programs.”
“This is a great step forward for the industry,” said Jim Meyer, general manager at eTrigue Corporation. “An independent marketing institute that educates and certifies marketing automation professionals will be extremely helpful for companies striving for marketing excellence.”