Targeting your accounts, which we cover in Chapter 19, is a way to group just those accounts or records that have something in common. For example, you could target every customer or prospect in your state that might be interested in a new line of products you're about to release.

Any marketing person worth his or her salt wants to measure the cost and effectiveness of each marketing campaign, so we cover that in Chapter 20.

And, in a chapter new to this edition, in Chapter 21 we discuss how you can collect information from visitors to your Web site and automatically get that to flow into your CRM system and then, maybe, even use workflow to automatically respond to their requests.