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.

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