The Four Pillars of Marketing | Position, Awareness, Demand, Enablement (PADE)

When you think of marketing strategy, most people immediately refer to the Four P’s of Marketing – Product, Price, Promotion and Place. And while that’s a good starting place in theory, the reality of marketing - particularly in a small business or a start-up - is that you need a more action-oriented framework.On this episode of The Marketing Mix, I discuss a broader model known as PADE, which looks at the four pillars of marketing – Position, Awareness, Demand, and Enablement. By digging in to each of these areas, you can build a sound marketing plan, purposefully based around standard tactics.<br/><br/>I talk about the Ideal Customer Profile (ICP) and buyer personas; why awareness is important (but tough to measure); the value of building a demand process, not just a set of tactics; and what you’re missing out on if you don’t pay attention to sales enablement.The PADE model is a solid framework for a Marketing Audit; it’s easy to explain to non-marketers; and it’s a useful communication tool as you roll out your plan across the broader organization.<br/><br/>And since I didn't interview anyone on this episode (and so didn't ask for a favorite drink), below the resources, I've included  a nice summer cocktail recipe that I tried this weekend. Enjoy!<br/><br/>Resources<br/>The Four Pillars of Marketing (Steve's Linkedin article)<br/>Guide to Product Positioning by Qualtrics<br/>Brand Awareness for B2B by Brew Interactive<br/>How to Create an ICP by Cognism<br/>5 Essential Steps in Demand Generation by Gartner<br/>Guide to Sales Enablement by Product Marketing Alliance<br/><br/><br/>The Frenchie, from Shake: a new perspective on cocktails<br/>7.5oz of Rose Wine<br/>3 oz Cointreau<br/>1 cube of cane sugar<br/>Fresh berries<br/><br/>Muddle the berries and sugar cube in a shaker. Add the wine, liquor and ice. <br/>Shake for 3 seconds<br/>Strain into a glass on the rocks<br/><br/>Time Stamps:<br/>0:45 | Introduction to marketing models and their importance<br/>2:00 | Introduction to the PADE model<br/>2:45 | Explanation of the first pillar: Positioning<br/>4:40 | Importance of understanding ideal customer profile and buyer personas<br/>8:00 | Explanation of the second pillar: Awareness<br/>10:00 | Examples of awareness tactics and their impact<br/>11:30 | Explanation of the third pillar: Demand Generation<br/>13:00 | Importance of managing the lead process<br/>13:30 | Explanation of the fourth pillar: Sales Enablement<br/>15:20 | Overview of how the PADE model is used in practice<br/><br/>