The 8 Pillars of Demand Generation Executive Preview
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The document outlines a comprehensive demand generation strategy across multiple channels for a company called KERN. It includes: - Eight pillars of demand generation focused on awareness, positioning, sales enablement, and customer satisfaction. - A strategy targeting CMOs and focusing on benchmarking marketing effectiveness, accelerating revenue through 100 day plans, and removing roadblocks. - Tactics across websites, blogs, social media, email, mobile, PR, tele-sales and webinars to promote offerings like a marketing health check and weekly best practice tips. - The goal is to position KERN as a strategic partner for B2B companies seeking to improve marketing performance.
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The 8 Pillars of Demand Generation Executive Preview
- 6. 6 EXECUTIVE PREVIEW The 8 Pillars of Demand Generation for Revenue Acceleration: The Definitive Best-Practice Resource for Modern Marketing Leaders Introducing the EIGHT Pillars of Demand Generation for Revenue Acceleration Demand generation and lead generation are often used synonymously, but they are actually quite different. The eight pillars of demand generation were developed to address a wide range of topics that include everything from building awareness to sales enablement. Demand Generation 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. Direct response, organic search, pay-per-click, display ads, trade shows and other measured marketing are the most frequently used media channels. The focus of targeted marketing programs is designed to drive awareness and interest in a company’s products and services. Lead generation is a subset of demand generation. Advanced demand generation programs combine lead generation activities with elements of traditional advertising campaigns. This approach attempts to leverage a problem that the target audience has and to provide an attractive solution. In order to help marketers win more than their share of market quickly, KERN has defined a new approach to demand generation management centered on eight distinct pillars. Each pillar stands on its own and each contributes to delivering revenue generation and acceleration. However, when all eight pillars are interwoven to form a new demand generation structure, the sum total provides marketers with a comprehensive operation to reach a new level of excellence. On the next page is an overview of each of the eight pillars which is then followed by the best practices aligned to each of the eight pillars for modern marketing leaders.
- 9. 9 EXECUTIVE PREVIEW The 8 Pillars of Demand Generation for Revenue Acceleration: The Definitive Best-Practice Resource for Modern Marketing Leaders • Build a marketing operations department. Best-in-class organizations have Marketing Operations departments that oversee performance measurement, budgeting, systems, data analytics and other process-oriented directives. When building out your team, consider the time, staff—including non-marketing roles such as IT, Finance and Sales—budget and resources required to execute your overarching marketing strategy. The Marketing Operations Cross Company Alliance (MOCCA) trade organization for marketing operations professionals is a good resource. • Pay attention to the fundamentals. Review your goals, objectives, strategies and tactics on a regular basis, and define and measure your progress against them. • Start with key insights. Before contemplating strategies, have all the facts, figures, intelligence, budgetary restrictions and hypotheses you need at your fingertips. Thorough research will provide you with the key insights that can lead you to success. • Determine which type of marketing strategy you need. Always-on B2B marketing plans, campaigns, programs and projects all require different thinking and resources. • Involve Sales from the outset. Make Sales part of the strategic process right from the start. The insights they provide can be invaluable, and involving them early can dramatically improve your chances of success. Once Sales buys in to the strategy, they become cooperative participants and advocates for marketing. Vice President of Revenue Marketing Revenue Marketing COE Marketing Operations Center Demand Management Center Segmentation Technology Data ManagementQualification Optimization Program Management Creative Services • RM Translation • RM Optimization • Service Augmt. • Creative Mgmt. Campaign Services • Strategy • RM Optimization • Nurture • Campaign Mgmt. Testing & Optimization • A/B Testing • Score Model • Measurement • Campaign Mgmt. Content Services • Strategy • RM Translation • RM Optimization • Content Management Best Practices Process Optimization Strategy & AnalyticsChannel Management ROI SherpaReporting Example of the future structure and job titles for modern marketing.