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David Raab

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Principal, Raab Associates Inc.

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David M. Raab is a Principal at Raab Associates, Inc., a consulting firm specializing in marketing technology and analysis. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the Guide to Demand Generation Systems. In addition ...

David M. Raab is a Principal at Raab Associates, Inc., a consulting firm specializing in marketing technology and analysis. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the Guide to Demand Generation Systems. In addition, he has published hundreds of articles for publications including Information Management, DM Review and DM News. Additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com.

As a consultant, Mr. Raab advises major consumer and business marketers on marketing processes, technology and service vendors. Typical projects involve marketing process analysis, needs definition, vendor selection and customer management system deployment. Mr. Raab also consults on related issues with industry vendors including service bureaus, software developers and advertising agencies.

Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School.

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WEB: Blog

Jan. 11, 2012

David Raab and 3 other people answered this question

What are some common myths about lead scoring?

I agree with Michael that human intervention -- in the form of a lead qualification phone call -- is a hugely productive way to gather more information about a lead's interests. But however you've gathered that data, it should be combined with all other available ... more

Lead Management

Dec. 20, 2011

David Raab and 6 other people answered this question

What is the hottest thing in technology marketing right now?

random thoughts...
- infographics seem to be multiplying like rabbits. Usually not much meat but easy to consume in small bites. As I said, like rabbits.
- more substantively, I'm intrigued by the idea of "advocate management", whereby companies make a very systematic effort to recruit and ... more

Marketing Strategy

Technology Marketing

Dec. 9, 2011

David Raab and 2 other people answered this question at this roundtable

MAI Series: Marketing Automation – Back to the Future [12/8 @ 11 am]

Does adoption mean purchase or use? Are there statistics on how many companies who contract SaaS MA get it working?

As Bryan says, few companies seem to actually stop using marketing automation once they buy a system. Vendors in the space typically say they have retention rates above 95%. I interpret that to mean that clients get enough value to justify the system even if ... more

Lead Management

Oct. 18, 2011

David Raab asked a question

How can you assess the quality of a software vendor's service and support before making a purchase?

Information Technology

Marketing Automation

Sept. 30, 2011

David Raab is speaking at this roundtable

DemandCon Series: Bold Predictions for Demand Generation in 2012

Sept. 30, 2011

David Raab is speaking at this roundtable

MAI Series: Three Views of Marketing Automation

Sept. 23, 2011

David Raab and 4 other people answered this question at this roundtable

How to Measure the ROI of Marketing Automation Software [9/22 @ 11 am]

If marketers tend to not be good at buying tech, should they work with IT to purchase solutions? Or who should they consult with?

As Kim says, most of today's marketing systems are delivered as cloud services. This means the client needs much less technical skill to set them up and keep them running. As a result, IT plays a much smaller role in operating them and often in ... more

Sept. 19, 2011

David Raab and 8 other people commented on this post

The Marketing Automation Drinking Game

Surely there should be a drink every time someone says "technology is the easy part".
Great list.

Demand Generation

Sept. 7, 2011

David Raab is now following Carlos Hidalgo

Sept. 7, 2011

David Raab and 2 other people answered this question at this roundtable

The Eloqua IPO and What it Means to the Marketing Automation Industry [9/15 @ 1 pm]

Will OracleCRM ever do anything significant in the marketing automation space?

Oracle released a product based on Market2Lead back in February. They will sell it primarily as an add-on to their OnDemand CRM product. It's very unlikely they will make a significant impact outside of the Oracle client base. I blogged about this in June at ... more

Sept. 7, 2011

David Raab is speaking at this roundtable

The Eloqua IPO and What it Means to the Marketing Automation Industry

Sept. 5, 2011

David Raab and 8 other people answered this question

Will all B2B marketing automation systems eventually be absorbed into CRM systems?

Interesting discussion. I agree with Vaibav that marketing organizations will largely prefer to have their own systems, and with Leighton that specialist vendors will produce the most sophisticated products. But I think this implies that marketing automation will be purchased only by relatively powerful and ... more

Aug. 3, 2011

David Raab and 2 other people answered this question

Marketbright was just acquired by Act-On Software: What does this mean for the MA market?

Hi Candyce,
Yes, it was an asset acquisition. I don't know what's happening to existing Marketbright customers. I'd guess the company will support them for a period of time, and then they'll either convert to Act-On or go elsewhere. more

Act-on Software

Marketing Automation

July 21, 2011

David Raab and 2 other people answered this question

QR Code integration into Aprimo?

Hi Katie. I'm not following this: why do you want to populate the QR code with data from your database, then send it out, and then read the same data when the person uses the QR code to register for the event? Can't you just ... more

Information Technology

June 22, 2011

David Raab and 3 other people answered this question

Do you foresee a merging of Marketing Automation with SCRM and SFA into a single solution?

Yes, they will merge. Oracle has already done this. Once you need integration, as Carlos says, then a single pre-integrated solution has obvious practical advantages and, perhaps more important, makes a great sales pitch..
Historically, marketing automation was used in B2C companies that had direct customer ... more

Funnel Management and Forecasting

June 20, 2011

David Raab and 8 other people answered this question

Is there room to start another marketing automation company? Why or why not?

I agree with everyone that there's still room to enter, because the market is barely penetrated and now growing outside of its original core in tech companies. But at this point a new entrant is a late follower. This means that (a) their product is ... more

Marketing Automation

Marketing Automation Industry

Marketing Automation Market

June 17, 2011

David Raab and 8 other people answered this question

Does HubSpots acquisition of Performable make them a legitimate marketing automation vendor?

David Raab, Truth Sheriff of the Internet.

June 13, 2011

David Raab and 7 other people answered this question

What's the difference between RPM & marketing automation?

For the vendors who are pushing the term RPM, it's a way to expand beyond Marketing into the rest of the revenue cycle. In plainer English, it lets them sell something to Sales, which has much more budget in most B2B organizations.
For companies, RPM ... more

Marketing Automation

Marketing Services

June 6, 2011

David Raab and 11 other people answered this question

Who are the top marketing automation vendors focused primarily on the SMB market?

Correction: Kim Albee of Genoo reminds me that her system doesn't offer built-in CRM or shopping cart, and better fits into the "small business" segment. Sorry for the error. more

Information Technology

Marketing Automation

Marketing Automation Software

May 17, 2011

David Raab and 17 other people commented on this post

Focus Expert Meetup: Wednesday, May 18th, San Francisco, CA

Expert Services

Expert Services Networking Event

May 13, 2011

David Raab and 10 other people answered this question

Does the "Revenue Performance Management" message actually work?

Aw, creating TLAs is half the fun. Maybe 2/3s.

Focusmarketingrt

Marketing Automation

April 26, 2011

David Raab and 4 other people answered this question

Is Marketing Automation in 2011 living up to the predictions and forecast?

I wouldn't read too much into those Google Trends charts, Mike. If you limit to only the U.S., you'll see that "marketing automation" doesn't register at all in the search figures. Not very credible. And, Hubspot's hometown of Boston seems to be the main source ... more

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