BUSINESS, BRAND AND MARKETING

OPERATIONS STRATEGIES

PILLAR

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02

01PILLAR

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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

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SAlES ENABlEMENT, GROwTh AND AccElERATION AcROSS All POINTS Of DISTRIBUTION AND ROUTES TO MARKET

07PILLAR

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.

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