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The Marketing Automation Institute Launches First Certification Courses

The Marketing Automation Institute (MAI) recently announced the availability of its three initial course offerings.  The course curriculum is designed to provide process-based insight that highlights the skills necessary to be successful using marketing automation technology.

“We’re finding more and more organizations buying into this myth of ‘plug and play’ technology,” said Carlos Hidalgo, Executive Director of the MAI. “We want to supply a firm foundation for a user to get a level set of what automation is and how to approach it, as well as what should be considered to get the most out of the technology and your investment in it.”

Hidalgo said the online courses are designed to be completed in a “2-3-day timeframe,” and hone in on key skills that marketing automation users must develop to compete in the new BtoB marketing world.

The MAI courses are taught and developed by subject matter experts including Steve Gershik, Principal of 28Marketing, Larissa DeCarlo, Founder and Principal of Marketing Operations Works and Jay Hidalgo, President of The Annuitas Group. Each course can be accessed on-demand allowing the end-user to attend at their convenience, navigate the content and define their pace to best suit their professional and personal development.   

“We’re seeing more interest in organizations that are really starting to understand the importance of this as a department — that they really need their folks schooled in these skills to optimize the usage,” Hidalgo told DemandGen Report. “Since the launch we’ve had about 450-50 inquiries from organizations that want to push their teams through the program.”

MAI courses include available now include:

  • Marketing Automation Foundations - The introductory course, Marketing Automation Foundations is designed to teach the basics of marketing automation technology and how to most effectively utilize its powerful capabilities. 
  • Lead Management Process Development - Lead Management Process Development is designed to teach the marketing professional the basic principles for building a lead management process.  
  • The Fundamentals of Marketing Operations - This course is intended to define and outline the requirements for building marketing operations function.


The MAI courses are designed to deliver essential knowledge to the student through a variety of mediums including written content, videos, podcasts and include downloadable content for use in everyday practices. Upon completion of each course, students will take the course exam and will receive a certificate of achievement.

The mission of the MAI is to be the premier resource for vendor-neutral curriculum, training and certification for marketing automation end-users and organizations.

Marketing automation users can click here to register for the courses. 

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