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8 Pillars of Demand Generation Infographic

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The 8 Pillars Of Demand Generation
An Infographic of the Modern Demand Generation Ecosystem

Demand generation and lead generation are often used synonymously, but they are actually quite different.

The 8 Pillars of demand generation were developed to address a wide range of topics that include everything from building awareness to sales enablement.

Demand generation is typically a multistep integrated marketing and sales process that varies in size and scope based on sales complexity. Demand generation can include building awareness, positioning and consumer research to support purchase behavior, sales enablement, customer onboarding and post-sale customer satisfaction.

Lead Generation: Strictly speaking, lead generation is the process of generating interest in a product or service. Typically, leads are gathered to build a list that provides contacts for sales.

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8 Pillars of Demand Generation Infographic

  1. 1. BUSINESS, BRAND AND MARKETING OPERATIONS STRATEGIES PILLAR PILLAR 02 01 PILLAR PILLAR PILLAR PILLARPILLAR 03 04 05 06 Technology: Big Data and Tech Stack Integration Target-audience Marketing Through Progressive Persona Profiling Content, Message and Offer Hierarchies Paid, Earned and Owned Media Investment Management and ActivationLead Development and Lead Management From Generation To Conversion ROI Measurements and Program OptimizationS KERN’S 8 PILLARS OF DEMAND GENERATION FOR REVENUE ACCELERATION PILLAR 08 Sales Enablement, Growth AND Acceleration Across All Points of Distribution and Routes To Market 07 PILLAR LEADS This pillar focuses on developing an integrated technology stack that enables differentiated customer experiences based on data insights powered by marketing automation and big data solutions. The key to this pillar is using progressive persona profiles to determine what the prospective buyer is thinking, feeling and experiencing during the modern buyer’s journey. Media usage and consumption is also taken into account. You maximize the strength of this pillar by creating a holistic strategy that aligns buyer personas with messaging, content and channel activation. Employing a “build once, use often” content strategy multiplies the impact of content investments. This pillar provides the best practice on how to deliver the right message to the right target at the right time. Learn how, where and when different targets consume media throughout the buyer’s journey and how to tailor your media strategy to meet their needs. Best practices for this pillar include automated lead capture, lead scoring, lead routing, lead nurturing architecture and lead management. This pillar explains how to achieve alignment between Sales and Marketing and the process for improving sales efficiency and effectiveness. This pillar contains the best practices on key performance indicators (KPIs), funnel and revenue reporting, program tracking, real- time analytics and the optimization of key learnings from a closed-loop system, as well as media attribution methods. This pillar is a strategic approach to planning and implementation based on creating a compelling competitive advantage. It provides a framework for developing an ROI-centric culture and demand-based operation that yields improved efficiencies. © 2014 KERN. All rights reserved. • 818.703.8775 • kernagency.com

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