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

The Marketing Mix: Thought-starters for B2B Business Leaders

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.
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.
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!
Resources
The Four Pillars of Marketing (Steve's Linkedin article)
Guide to Product Positioning by Qualtrics
Brand Awareness for B2B by Brew Interactive
How to Create an ICP by Cognism
5 Essential Steps in Demand Generation by Gartner
Guide to Sales Enablement by Product Marketing Alliance
The Frenchie, from Shake: a new perspective on cocktails
7.5oz of Rose Wine
3 oz Cointreau
1 cube of cane sugar
Fresh berries
Muddle the berries and sugar cube in a shaker. Add the wine, liquor and ice.
Shake for 3 seconds
Strain into a glass on the rocks
Time Stamps:
0:45 | Introduction to marketing models and their importance
2:00 | Introduction to the PADE model
2:45 | Explanation of the first pillar: Positioning
4:40 | Importance of understanding ideal customer profile and buyer personas
8:00 | Explanation of the second pillar: Awareness
10:00 | Examples of awareness tactics and their impact
11:30 | Explanation of the third pillar: Demand Generation
13:00 | Importance of managing the lead process
13:30 | Explanation of the fourth pillar: Sales Enablement
15:20 | Overview of how the PADE model is used in practice