Alan Lopez is a Senior Director Analyst within Gartner focused on B2B marketing transformation and AI. Alan is an experienced B2B brand and demand marketing leader who has worked at Fortune 500 companies including Baxter, Hillrom, Motorola and Continental. He has led corporate rebrands, first-of-a-kind product launches, web re-platforms, omnichannel transformations, lead management optimizations, inside sales buildouts and AI initiatives.
Alan serves on the board of the ANA Business Marketing Chicago Chapter and has spoken publicly on topics including B2B brand transformation, purpose-led messaging, ABM best practices, and Agile marketing.
Earlier in his career, Alan built cross-functional business experience through positions in sales, finance, engineering and manufacturing including international work in Europe, Latin America and Asia. His first job after receiving a degree from Rice University in Electrical Engineering was to serve as a nuclear officer in the US Navy.
As brand and demand marketing leader, transformed a dated house-of-brands with 130 disparate websites and low-maturity siloed digital marketing by leading a full global corporate rebrand, consolidating and rebuilding the digital customer experience, advancing demand gen practices, optimizing customer tradeshow and showroom experiences, expanding inside sales function and building internal creative agency.
Baxter/Hillrom, Brand, Digital and Demand Marketing Leader, 5 years
Continental, Engineering Manager, 5 years
Motorola, Commercial Marketing Leader, Product Marketing Leader, Sales Manager, 14 years
Customer Acquisition and Growth
Industry Marketing Strategy and Execution
Marketing Channels and Content
Marketing Leadership and Strategy
Market Positioning and Differentiation
B.S. Electrical Engineering
Rice University, Houston, TX
Building and optimizing B2B demand generation capabilities, processes and measurement
Optimizing B2B lead management and strengthening marketing to sales alignment
Best practices in customer-centered messaging, value propositions and content
Creating better B2B digital customer experiences and high-performance websites
Understanding and implementing use cases for AI in marketing