October 16, 2008 -Raab Associates Inc., specialists in marketing technology evaluation, released the “Raab Guide to Demand Generation Systems,” the first 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, according to Raab Associates. 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 include 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."

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