NEW BOOK BY MARKETING EXPERT DAVID M. RAAB SHOWS
HOW TO BUILD AN EFFECTIVE MARKETING MEASUREMENT SYSTEM
Marketers consistently rank marketing measurement as a top priority, but fail to develop effective measurement systems. In The Marketing Performance Measurement Toolkit (Racom Communications), marketing technology expert David M. Raab shows how to break through this log jam by providing a practical, step-by-step guide to running a successful measurement project. The book can be ordered at www.racombooks.com.
The book further helps its readers succeed by providing a downloadable forms, checklists and score cards to help them organize information and monitor the progress of their projects. The forms include score cards for each project stage that highlight threats to success – allowing readers to quickly react and correct any problems before moving ahead. The forms are available to everyone at http://raabassociatesinc.com/mpm-toolkit/.
The Marketing Performance Measurement Toolkit leads readers through the complete development process, from setting goals and defining marketing strategy through software selection and system implementation. The book stresses the importance of matching a marketing measurement system to an organization’s culture and resources and shows how to choose the most productive metrics for a particular business.
The book shows how to create a marketing measurement system that provides the information companies need to make the right decisions. Marketers will learn how to design and build a system specifically designed to meet the needs of their particular business. CEOs and managers will find guidance on
how to measure the value of marketing programs and how best to invest marketing dollars.
David M. Raab has consulted and written on marketing technology and analysis since 1987. He has published hundreds of articles in publications including DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. As a speaker, he has addressed audiences in the U.S., Europe, Asia and Australia.
Raab has advised major consumer and business marketers including Allstate Insurance, CIGNA Health Care, Cox Newspapers, CitiGroup, The Gap, GTE, IBM, Lowe’s, Monsanto, Nordstrom, Pleasant Company, Rodale Press, Time Consumer Marketing, Unisys, U.S. Sprint, Verizon Wireless, and Williams-Sonoma.
Raab is also author of The Raab Guide To Demand Generation Systems (www.raabguide.com), the only detailed independent review of software used for business marketing. He publishes additional research in his blogs Customer Experience Matrix and MPM Toolkit.
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The Marketing Performance Measurement Toolkit
Written by David M. Raab
Published by Racom Books/Racom Communications www.racombooks.com
March 2009
304 pages
List price: $39.95 hardcover
ISBN: 978-1-933199-14-6
January 6, 2009 — Raab Associates Inc. Principal David M. Raab will discuss “How to Get the Most Value from Your Marketing Automation System” on January 14 as part of the two day online Marketing Automation Summit 2009. Raab’s session will focus on how marketers can improve short-term profits without making new technology investments. It will delivered at 4 p.m. Eastern / 1 p.m. Pacific time. Registration is available at http://www.brighttalk.com/webcasts/2017/attend.
Raab will also participate in a roundtable discussion as part of the Summit at 7 p.m. Eastern / 4 p.m. Pacific time on January 13.
About Raab Associates Inc.
Raab Associates www.raabassociatesinc.com consults on marketing technology and analysis with marketers and industry vendors. David M. Raab is author of The Raab Guide to Demand Generation Systems www.raabguide.com, the most detailed, independent analysis of demand generation systems available.
About the Marketing Automation Summit
The Marketing Automation Summit is organized by BrightTalk www.brighttalk.com, a provider of Webcast technology that organizes free online conferences.
For more information about Raab Associates Inc., contact:
Joyce Stein
jstein@raabassociates.com
Raab Associates Inc. has released a trio of free papers that define requirements for demand generation systems and clarify how they differ from other customer management systems.
The new papers are available at www.raabguide.com, the Web site of the Raab Guide to Demand Generation Systems. They are part of the site’s library of materials that help marketers understand and evaluate demand generation products.
The first paper in the set, “Introduction to Demand Generation Systems”, defines demand generation systems as products that “help marketers acquire, nurture and distribute leads to sales”. It illustrates demand generation process flows, identifies six primary tasks, and describes typical system features for each task. Readers gain a comprehensive framework for evaluating systems and an understanding of differences between major products.
“Demand Generation vs Marketing Automation” explains that both types of systems are used by marketers, but demand generation systems are focused on lead acquisition, while marketing automation systems cover acquisition, relationship growth, and retention. The paper lists the five main functions of marketing automation and describes how typical demand generation systems perform them. Readers gain a clear picture of the relative strengths and weaknesses of the two sets of products.
“Demand Generation vs. Customer Relationship Management” compares the focused nature of demand generation systems with the broad scope of integrated CRM suites, which are used by marketing, sales and service for interactions across the customer life cycle. It identifies the trade-off between integration and specialized functionality as the key choice faced by CRM users deciding whether they need a dedicated demand generation product. Readers learn how well CRM systems perform demand generation functions and the underlying technical differences between the two sets of products.
The Raab Guide to Demand Generation Systems is an independent study of major demand generation vendors including Eloqua, Vtrenz, Marketo, Manticore Technology and Market2Lead. The 125-page Guide includes a detailed vendor comparison matrix, narrative descriptions of each product, and instructions for running a system selection project. The Guide is published by Raab Associates Inc. www.raabassociatesinc.com, widely recognized experts in marketing technology evaluation.
For more information contact: Joyce Stein, jstein@raabassociates.com, 914-241-2117.
Raab Associates Inc., leading specialists in marketing technology evaluation, today released the Raab Guide to Demand Generation Systems, the first-ever detailed independent study of demand generation systems from Eloqua, Market2Lead, Manticore Technology, Marketo and Vtrenz.
Demand generation, sometimes called lead management, is the fastest-growing segment of the marketing automation industry. Marketers use these Internet-based systems to acquire leads, nurture relationships, and coordinate treatments with sales departments. Demand generation systems work primarily with email and Web channels, and sometimes incorporate other media.
The 125-page Raab Guide is a complete tool kit for matching the right system to each buyer’s situation. It provides a comparison matrix that rates each vendor on more than 150 specific items and explains which items are important to different types of marketers. Entries on individual vendors add tables describing each system in detail, evaluative analyses, and screenshots of selected functions. The Raab Guide also lays out a step-by-step methodology for managing a successful selection process.
“Demand generation systems are an increasingly popular way for marketers to improve their internal operations and to better coordinate with sales organizations,” says author David M. Raab. “But it’s hard for marketers to uncover the real differences among the products, and even harder to figure out which differences matter for their business. The Guide tackles both those problems by providing specific information and explaining what it means.”
The Raab Guide to Demand Generation Systems can be purchased at www.raabguide.com. The site provides samples of the comparison matrix and vendor tables and a complete Table of Contents. It also includes links to industry blogs and a growing library of free reference materials such as worksheets to assess software ease-of-use. The Guide and website were underwritten in part by Eloqua, Manticore Technology and Marketo, although Raab Associates Inc. produced the contents independently.
The new guide draws on two decades of Raab Associates Inc. experience in helping firms to evaluate and select marketing technologies. The firm is widely recognized for its detailed, objective analysis of marketing systems. David Raab has written hundreds of articles for publications including DM Review and DM News; spoken at conferences in the U.S., Europe, Asia and Australia; and consulted with firms including AARP, Citicorp, CIGNA Healthcare, The Limited and Verizon. More information and an article archive are available at www.raabassociatesinc.com.
June 16, 2008 — Raab Associates Inc. Principal David M. Raab will discuss columnar databases in a DM Radio program on July 10, 2008. The program will also feature Dr. Michael Stonebraker, architect of the modern INGRES and POSTGRES database designs, and CTO/Founder of columnar database developer Vertica. Several additional guests are expected for the hour-long program.
Raab has written extensively about columnar databases since the first appeared in marketing systems in the mid-1990s. A searchable archive of his articles is available at http://archive.raabassociatesinc.com/.
Please visit http://www.dmreview.com/dmradio/10001493-1.html for more information about the DM Radio program and to register for the broadcast.
For more information about Raab Associates Inc., contact:
Joyce Stein
jstein@raabassociates.com
April 30, 2008 — Raab Associates Inc. launched a free Web archive of marketing software reviews and other articles written by industry consultant David M. Raab. The site, www.archive.raabassociatesinc.com, will help marketers who are planning purchases, investors and analysts seeking perspective on industry trends, and researchers looking for evidence in intellectual property disputes.
The nearly 300 items provide a comprehensive database of marketing software information dating back to 1993. They include pieces originally written for DM News, DM Review, Relationship Marketing Report, Curtis MarketWise FIRST, and other industry publications. In addition, a unified search feature allows simultaneous search of the archive and Raab Associates blogs, http://customerexperiencematrix.blogspot.com/ and http://mpm toolkit.blogspot.com/, which provide additional information on marketing technology.
Visitors are free to post comments on the articles, allowing community members to supplement or update the information based on their own experiences. Raab will add new articles to the archive as they are published.
“These articles provide a rich history of the development of marketing systems over the past fifteen years,” said Raab. “They include in-depth assessments of current market leaders and difficult-to-find information on pioneering products that are no longer being sold.”
The archive is accessible through the Raab Associates Inc. Web site at www.raabassociatesinc.com.
Raab Associates Inc. is a consulting firm that helps consumer and business marketers make the best use of resources from marketing software companies and service providers.
For more information, contact:
Joyce Stein
jstein@raabassociates.com
September 15, 2007 — Raab Associates Principal David M. Raab will be leading a pair of two-day workshops on Marketing Performance Measurement in Singapore and Kula Lumpur, Malaysia in September 2007. The workshops are sponsored by Asia Business Forum, a leading training organization in the region.
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