Raab Guide to Demand Generation Systems

Papers

• Lead Management: Getting Started with a New Strategy for Buyer-Centric Marketing and Selling makes specific recommendations for how marketers can adapt to the new role in supporting the sales process beyond lead generation and nurturing.

• Breaking the Business Intelligence Log Jam explains how new database technologies can radically reduce the effort required to deliver business intelligence systems.

• Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World explores how marketing data can help sales people understand prospects who no longer interact with sales directly until late in the buying cycle.

• Demand Generation Deployment Survey provides detailed analysis, results and recommendations from our exclusive survey of demand generation users.  Find out what you can really accomplish in one week and how to make your deployment as smooth and successful as possible.

• New Rules For Sales and Marketing Management describes eight best practices that are now obsolete, and eight new practices to replace them.  Key point: marketing and sales must coordinate their actions during all stages of the buying process, because neither can any longer "own" the customer--today, the customer is in control.

• Vendor Comparison: Usability Ratings and Special Features ranks Guide vendors based on usability for simple and complex marketing programs, and rates their ability to meet 22 hard-to-find special requirements.  This excerpt from the full Guide will help you to quickly decide which vendors belong on your selection short list.

• 37 Marketing Automation Best Practices describes best practices for marketing automation and demand generation system deployment.  It includes a scorecard to measure your strengths and weaknesses and to identify the best opportunities for improvement

• Introduction to Demand Generation Systems provides an overview of the scope, functions and technology used in demand generation products.

• Demand Generation vs Marketing Automation explains the differences between these two types of marketing systems.

• Demand Generation vs Customer Relationship Management compares the two types of systems with particular focus how CRM users should determine whether they need a demand generation system as well.

• Ranking Demand Generation Vendors by Market Presence analyzes the relative prominence of two dozen competitors in the demand generation market.

• Building Usability into Your System Selection shows how focusing your selection process on user tasks rather than system features will result in a better decision and faster implementation.

• Three Differences That Matter In Demand Generation Systems describes three questions about your business that can help identify which demand generation systems are worth close consideration.

Interactive Worksheets

• Business Case Worksheet explains how to estimate the business value you will gain from a demand generation system..

• Usability Assessment Worksheet provides a framework to compare the usability of different demand generation systems and summarize the results in a scorecard.