Marketers have many systems to choose from. This session by David Raab explains the different categories of products and the key differences to look for among products in each group.

5. What could go wrong?

6. What’s Your Goal? goal outbound campaigns lead management agent interactions Web interactions social media Web ads TV/radio/print ads

7. System Types goal system type outbound campaigns B2C marketing automation lead management B2B marketing automation agent interactions CRM Web interactions Web content management monitoring / posting social media Web ads SEM / display TV/radio/print media / traffic

8. System Types Web content management social media CRM B2C marketing automation B2B marketing automation SEM / display media / traffic users marketing sales service & support identify acquire maintain / grow retain / recapture customer stage

9. Defining Your Needs

13. What You Want What You Can Get What You Need Matching Needs to Systems

18. What next?

19. What next? Define the problem Identify your needs Match needs to solutions Keep digging until you’re sure What You Want What You Can Get What You Need