6EXECUTIVE PREVIEWThe 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.

9EXECUTIVE PREVIEWThe 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 Presidentof Revenue Marketing

Revenue Marketing CoEMarketing Operations

CenterDemand 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

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vey-

Impo

rtan

t in

sigh

ts fo

r ev

ery

CM

O-

Dri

ve t

o la

ndin

g pa

ge

for

regi

stra

tion

- fol

low

w

ith

call.

Wh

en

was

th

e la

st

tim

e y

ou

re

ceiv

ed

a

2n

d o

pin

ion

o

n y

ou

r m

arke

tin

g

effe

ctiv

en

ess.

S

che

du

le

on

e t

od

ay!

Go

Soc

ial W

ith

KE

RN

KE

RN

’s T

houg

ht

Lead

ersh

ip S

erie

s no

w a

vaila

ble-

B2

B

Mar

keti

ng B

est

Pra

ctic

es S

erie

s

Do

n’t

Do

No

thin

g

em

ail

me

ssa

gin

g

CTA

- d

riv

e t

o

mic

ro-s

ite

fo

r re

gis

tra

tio

n f

or

ap

po

intm

en

t

OF

FE

R: G

et T

he

8

Pill

ars

of

De

man

d

Ge

ne

rati

on

fo

r R

eve

nu

e A

cce

lera

tio

n

Bo

ok

for

fre

e w

he

n

you

bo

ok

a st

rate

gic

se

ssio

n.

CM

O’s

: Are

you

po

siti

oned

to

succ

eed?

C

TA- R

egis

ter

on

Mic

ro-s

ite

Mobile

All

digi

tal p

rope

rtie

s m

obile

ena

bled

. M

obile

se

arch

/dis

play

. S

MS

Opt

In

- One

Bes

t P

ract

ice

P

er W

eek

Mes

sagi

ng

Com

mun

icat

ion

Mob

ile S

earc

h: S

ame

as

Dig

ital

Acc

eler

ate

R

even

ue S

MS

Mes

sage

pu

shed

dri

ve t

o 8

Pill

ars

Land

ing

Pag

e

Mob

ile S

earc

h: S

ame

as

Dig

ital

CM

O’s

8 P

illar

s M

arke

ting

Hea

lth

Che

ck

Off

er S

MS

Mob

ile S

earc

h: S

ame

as

Dig

ital

Mob

ile S

earc

h: S

ame

as

Dig

ital

SM

S: N

ew A

d

Age

Mar

keti

ng S

urve

y

Res

ults

Now

Ava

ilabl

e-

Text

123

4 t

o 12

34

Mo

bile

Sea

rch

: Sam

e

as D

igit

alM

ob

ile S

earc

h: S

ame

as

Dig

ital

Mob

ile S

earc

h: S

ame

as

Dig

ital

SM

S: D

on’t

Do

Not

hing

as

par

t of

the

CM

O

Wee

kly

Mar

keti

ng B

est

Pra

ctic

e S

erie

s

Mob

ile S

earc

h: S

ame

as

Dig

ital

SM

S: C

onti

nue

C

MO

’s 8

Pill

ar B

est

Pra

ctic

es S

erie

s

Mob

ile S

earc

h: S

ame

as

Dig

ital

SM

S: C

onti

nue

se

ries

Pu

blic

Rel

ati

on

ss

pea

kin

g

Pro

mot

e: E

xecu

tive

P

revi

ew S

MS

- One

Bes

t P

ract

ice

Per

Wee

k Te

xts

/ E

mai

ls

Pre

ss R

elea

se: W

eekl

y

B2

B M

arke

ting

Bes

t P

ract

ice

Tips

from

KE

RN

- 8

Pill

ars

of D

eman

d

Gen

erat

ion

Pre

ss R

elea

se: C

MO

’s 8

P

illar

s M

arke

ting

Hea

lth

C

heck

N/A

Pre

ss R

elea

se:

Dis

trib

ute

thro

ugh

PR

W

eek

subs

crip

tion

N/A

Pre

ss R

elea

se: K

ER

N’s

Th

ough

t Le

ader

ship

B

2B

Bes

t P

ract

ice

S

erie

s no

w o

n so

cial

ch

anne

ls

N/A

N/A

N/A

Tele

-sale

sN

/A

Scr

ipt:

8 P

illar

s M

arke

ting

H

ealt

h C

heck

: Dia

gnos

tic

Str

ateg

ic E

ngag

emen

t P

itch

Scr

ipt:

Sel

ling

the

CM

O’s

8

Pill

ars

Mar

keti

ng

Hea

lth

Che

ck O

ffer

N/A

Re

gis

tra

nt

foll

ow

up

sc

rip

t to

sch

ed

ule

su

rve

y r

esu

lts

ap

po

intm

en

t se

ttin

g

2n

d O

pin

ion

Sa

les

Ca

ll S

crip

tN

/AN

/A

Clo

sin

g S

crip

t:O

verc

om

ing

o

bje

ctio

ns

scri

pt

Mo

vin

g t

he

pro

spe

ct

to a

ctio

n s

crip

t

Sa

les

follo

w u

p c

all.

H

ow

did

we

do?

H

ow

are

yo

u d

oin

g?

E

xplo

re a

dd

itio

na

l o

pp

ort

un

itie

s

Web

inars

, V

irtu

al

or

Ph

ysic

al

Even

ts

Web

inar

: 8 P

illar

s O

verv

iew

Slid

esha

re-

Web

inar

: 8 P

illar

s O

verv

iew

Web

inar

: 8 P

illar

s- P

illar

1W

ebin

ar: 8

Pill

ars-

P

illar

2W

ebin

ar: 8

Pill

ars-

Pill

ar 3

Web

inar

: 8 P

illar

s-

Pill

ar 4

Web

inar

: 8 P

illar

s-

Pill

ar 5

Web

inar

: 8 P

illar

s-

Pill

ar 6

Web

inar

: 8 P

illar

s-

Pill

ar 7

Web

inar

: 8 P

illar

s-

Pill

ar 8

N/A

AP

PE

nD

IX B