The fourth and final item I had planned to add to the Demand Generation Guide Web site was posted yesterday. This is a spreadsheet on calculating the business value of a demand generation system. Basically it defines a formula for calculating profit based on factors that are affected by a demand generation system: number of leads, lead-to-customer conversion rate, net margin per customer, acquisition cost, lead handling cost and sales cost. It then identifies which factors are affected by different demand generation applications (lead generation...
Friday, 31 October 2008
Monday, 27 October 2008
Over the weekend I completed "Demand Generation vs. Customer Relationship Management", the third in my trio of papers explaining where demand generation systems fit into the larger world of customer management software. Like the other two, they are available at the Raab Guide to Demand Generation Systems Web site http://www.raabguide.com/. This one was much easier to write because I was able to draw on the six-task framework established in the first...
Thursday, 23 October 2008
As I promised (threatened?) in my last post, I've been furiously writing articles to explain demand generation for the new Guide Web site. I just finished #2, the not-very-creatively titled "Introduction to Demand Generation Systems" and posted it there.I won't recap the piece in detail, but am pleased that it does contain pictures. One illustrates my conception of how demand generation systems fit into the world of marketing systems, as follows:Is...
Monday, 20 October 2008
One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general. This set off all kinds of alarms, since this was someone who clearly should have been familiar with the distinction.As with most things, my immediate reaction was to write up an answer. In fact, I've decided I need at least three pieces on the topic: one explaining demand...
Wednesday, 15 October 2008
I've emerged from the cave where Osama bin Laden and I were working on the new Guide to Demand Generation Systems (oops -- the Osama part was supposed to be secret) and am now catching up with the rest of the world. One news item that caught my attention described a recent National Research Council report that concluded data mining to find terrorists "is neither feasible as an objective nor desirable as a goal of technology development efforts." See "Government report: data mining doesn't work well" from CNET.The article pretty much speaks for...
Tuesday, 14 October 2008
The new Guide Web site is now fully functional at www.raabguide.com. Please visit and comment. If you want to make a purchase, even better.Per yesterday's post regarding the comparison matrix and vendor tables, extracts of both are available on the site (under 'Look Inside' on the 'Guide' page). These will give a concrete view of the difference between the two formats.I'm sure I'll be adding more to the site over time. For the moment, we have to turn our attention to marketing: press release should have gone out today but I haven't heard from...
Monday, 13 October 2008
I won’t claim a direct cause-and-effect relationship, but is it really just a coincidence that the stock market finally had a good day exactly when my new Guide to Demand Generation Systems is about to be released? Think about it.That said, the new Guide Web site is in the final testing and should be launched tomorrow. It might even be working by the time you read this: try http://www.raabguide.com/. The Guide itself has been circulating in draft among the vendors for about two weeks. The extra time was helpful since it allowed a final round of...
Wednesday, 1 October 2008
I've been distracted this week by an unrelated client deadline, but the new Raab Guide to Demand Generation Systems is indeed complete. A proper e-commerce site will be available shortly, but if anyone really can't wait, the salient details are:- 150+ point comparison matrix and detailed tables on: Eloqua, Manticore, Marketo, Market2Lead and Vtrenz, based on extensive vendor interviews and demonstrations- price: $595 for single copy, $995 for one-year subscription (provides access to updates as these are made--I expect to add more vendors and...
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