New Raab Guide Highlights Social Marketing and Sales Access Features of Demand Generation Systems

Jan. 19, 2010 - PRLog -- New features for social media marketing and salesperson access are major enhancements to demand generation systems covered in the 2010 edition of the Raab Guide to Demand Generation Systems, released today by Raab Associates Inc.

“Last year showed tremendous growth for business-to-business marketing automation products,” says Guide author David M. Raab.  “Social media, easier access to lead information by salespeople, and expanded reporting were major changes we observed in the products covered in the Guide.  In addition, we saw new features for identifying anonymous prospects and a greatly improved user interfaces.”

The 180-page Raab Guide provides detailed profiles of leading industry vendors, including Eloqua, Market2Lead, Marketbright, Manticore Technology, Marketo, Neolane and Silverpop Engage B2B.  Each entry provides information on system features, technology, customer support, pricing and vendor background.  In addition to the detailed product tables, the Guide includes a comparison matrix with more than 150 entries for comparison of products on a point-by-point basis.

The Guide also provides background materials explaining what to look for in different system features and giving advice on managing a system selection project.  By providing a comprehensive collection of information relating to all aspects of purchasing a demand generation system, the Raab Guide will save buyers weeks of research while helping to ensure they select the most suitable system for their needs.

Demand generation is the fastest-growing segment of the marketing automation industry.  Business marketers use these Internet-based systems to acquire leads, nurture relationships, and exchange data with sales automation systems.  Standard system features include multi-step email campaigns, Web landing pages and forms, lead scoring, and sales system integration.  Some products support additional media such as call centers, direct mail and Webinars.  

“Business marketers increasingly recognize the value provided by demand generation systems,” said Raab.  “Changes in the purchase process make it more important than ever for marketing departments to go beyond collecting responses to actually managing prospect relationships over time.  Demand generation systems provide that tools marketers need to do this and measure results without expanding the staff devoted to marketing activities.”

The Raab Guide to Demand Generation Systems can be purchased at www.raabguide.com.  The site provides samples of Guide contents and a complete Table of Contents.  It also includes links to industry blogs and a library of free reference materials such as worksheets to assess software ease-of-use.  

The initial edition of the Guide was published in October 2008.  The Guide draws on two decades of Raab Associates Inc. experience as independent consultants helping firms to evaluate and select marketing technologies.