Need to upskill your b-to-b marketing team for the new year? On-boarding new staff in 2016? Maybe you need to retain, engage, enable, or motivate your people to get a jumpstart on the new year. Well, you're in luck! SiriusDecisions Learning will have new high impact e-learning courses available for your b-to-b education needs in 2016.
On January 4, 2016, we will launch two new SiriusPathways™: Content Strategy and Account-Based Marketing.
Our highly anticipated Content Strategy Pathway will help your team organize your content plan in a way that aligns with buyer needs and personas, and help you execute a measurable, effective content plan that is scalable and sustainable.
The Account-Based Marketing Pathway is a brand new SiriusPathway version of our previous e-learning course on the topic. This Pathway will teach your team to deliver campaigns that support the buyer's journey and sales needs, while also helping them to execute campaigns using a logical, comprehensive framework for message and plan development.
In addition to these two new Pathways, we'll be launching updated courseware for Pipeline Acceleration, Marketing Automation, and Lead Nurturing. What's new in these Pathways?
- Updated supplemental resources
- Enhanced "Apply It" activities that will enable organizations to pinpoint the best offers and deployment options for marketing and sales to consider
- Templates to help guide an opportunity on a positive trajectory and reignite those that have stalled
- Tactics to identify deals that are in the final stages of buying and how to present an offer to accelerate them
- Guides to help assess your pipeline acceleration initiatives, focusing measurement efforts on utilization, response and results
- Updated e-learning videos with a more robust, user-friendly design
- Updated supplemental content and "Apply It" activities
- Content on three key competencies: preparing for marketing automation, evaluating marketing automation providers and determining how to unlock your organization's marketing automation platform's value
- Templates and worksheets that will enable your team to identify project teams and tasks, complete RFPs, complete a vendor selection analysis, identify your organization's maturity level and needs - and much more
- Enhanced content focused on the four main nurture types, the newly developed Nurture Treatment Framework, as well as the appropriate metrics required to track and adjust a nurture over time to drive performance improvements
- Supplemental research resources
- Brand new "Apply It" templates and worksheets, including three different worksheets for each nurture type that will help your organization identify relevant offers, map the various types of nurture flows and determine where different roles should be involved throughout the nurture
One of the most frequently asked questions we receive is about our digital marketing course, and its standards for certification.
Digital Marketing is a very hot topic area for skills development, particularly in the b-to-b skills and training area. Our approach to this topic is three fold: first, we teach about digital strategy and digital planning, including digital personas and tactic mix. This content is covered in our Digital Marketing Pathway. We then get into digital tactics for inbound marketing, and all the various avenues to manage - SEO, SEM, social, and PPC - in our Inbound Marketing Pathway. This Pathway allows for a much more in-depth look at these complex topics, and the ways in which they are unique for b-to-b marketing. Then, we recommend that you bring all these digital concepts together into the fundamental core concepts of b-to-b marketing in the Foundations Pathway.
Together, these three courses comprise our recommended digital marketing curriculum. They come with a digital marketing certification, inbound marketing certification, and b-to-b marketing foundations certification, and set you up for tremendous marketing success! So take a moment to explore these b-to-b courses and see what they can do for you!
We hear these questions quite often from b-to-b companies. The good news is, the answer - each time - is the same. Get on the Pathway!
1.What are top companies doing to prepare marketers to be stronger in new skill areas such as digital marketing, persona-based messaging?
2.How are companies onboarding and training people to support and meet business goals and drivers?
3.What are organizations doing to transition b-to-c marketing skills to the unique demands of b-to-b marketing?
4.How are organizations assessing skill levels to create a cost-efficient yet effective learning curriculum?
5.How do I increase the motivation and engagement of my marketers?
6.How do I level set marketers with different abilities, backgrounds, and education be on the same page and the same skill level?
7.How do I transition a marketing team to meet new challenges or markets?
8.How do I upskill my marketing team to improve performance?
Why did we make the b-to-b pipeline acceleration e-learning course for demand generation marketers?
Generating increased revenue for the business starts with improving demand waterfall performance. Because unhealthy, low conversion rates throughout the waterfall can spell disaster for your close rates and thus your bottom line. The next step is to take a proactive approach: determine where in the pipeline your organization is struggling to convert and which strategies are best. However, getting started can be easier said than done. This is why we’ve created the Pipeline Acceleration Pathway: a roadmap of critical content for the optimal acceleration boost at each pipeline zone.
This pathway covers the roles marketing will play for each acceleration zone and other topics essential to the success of today’s b-to-b demand creation marketer. And we are continually adding insights from our research to help shape the competitive demand creation marketer of tomorrow.
Why did we make the b-to-b digital marketing e-learning course for demand generation marketers?
With inbound on the continuous rise as the leading source of all b-to-b demand, this puts a huge emphasis on digital marketing to ensure the organization’s Web presence is ready and prepared to engage and convert inbound sourced leads. If that responsibility wasn’t enough, digital marketing is also challenged to keep up with technology trends and adapt to new applications, platforms and tools as they emerge. This is why we’ve created the Digital Marketing Pathway: a roadmap of essential content for creating and maintaining a robust web presence equipped for optimal lead capture and conversion power.
This pathway covers knowledge and skills in the areas of demand waterfall and digital metrics, web content management and goal setting and results measurement that are essential to the success of today’s b-to-b digital marketer. And we are continually adding insights from our research to help shape the competitive digital marketer of tomorrow.
Why did we make the b-to-b inbound marketing pathway for demand generation marketers?
With the rapid growth of the Internet as a major channel for buyers to begin the buying process, the role of the inbound marketing function becomes more critical than ever, and must constantly evolve to keep pace with technological change.
This is why we’ve created the Inbound Marketing Pathway: a roadmap of critical content for the short-term and long-term success of Inbound Marketing. The learning covers knowledge and skills in the areas of personas, inbound tactics and channels, demand creation and many others that are essential to the success of today’s inbound b-to-b marketer. And we are continually adding insights from our research to help shape the competitive inbound marketer of tomorrow.
Why did we make the b-to-b solutions marketing e-learning course for portfolio marketers?
Each market and buyer has its own needs and requirements that cannot always be served by a single product. When a product is packaged with others in the form of an integrated solution, this creates a unique value for buyers in a way that a single product can’t always achieve. The solution marketing function needs to possess a deep understanding of each of the products contained within a solution to build effective positioning and messaging, which is no easy task.
This is why we invite you to immerse yourself in the Solutions Marketing Pathway: a roadmap of essential content for determining the right portfolio of solutions for each target market and buyer. The pathway covers the knowledge and skills needed to understand a buyer’s workflow and critical path, the company portfolio and how it aligns to buyer need and collaborate cross-functionally and other focus areas essential to the success of today’s b-to-b solutions marketing function. And we are continually adding insights from our research to help shape the competitive solutions marketing function of tomorrow.
Why did we make the b-to-b segment and industry marketing e-learning course for portfolio marketers?
The ability to enter and grow a business within new industries and markets requires a deep understanding of that target industry or market. This responsibility is held by segment marketing, which must utilize this knowledge to understand the key buyers within these target markets to know how to create resonating messaging and then train sales accordingly. Maintaining this industry subject matter expert role demands focused strategies. That’s why we’ve created the Segment Marketing Pathway: a roadmap of vital content for defining the market opportunity for an industry and determining which solution to promote and how.
The pathway covers market segmentation and sizing, a messaging strategy, relative targeting and sales enablement strategies essential to the success of today’s b-to-b segment marketing function. And we are continually adding insights from our research to help shape the competitive segment marketing function of tomorrow.
Why did we make the B-to-B Lead Nurturing e-Learning Course for Demand Generation marketers?
Well, have you ever received an email or a mailing from a company with information about the services they offer after you’ve already made a decision? This likely made you frustrated, as you already had all of the information you needed to make your decision. This demonstrates the need for effective lead nurturing. It is essential for companies to understand where in the buying process their prospects are in order to engage with them using appropriate, tailored content and interactions.
Effective lead nurturing requires in-depth buyer insight and knowledge of their buying process, which is not always easy to determine. That’s why we’ve created the Lead Nurturing Pathway: a roadmap of vital content for understanding how and where to engage with prospects to increase your conversion rates and ultimately the number of closed/won deals. The pathway covers the three types of lead nurturing, the mix of tactics and strategies for each and other focus areas essential to the success of today’s b-to-b demand marketing function. And we are continually adding insights from our research to help shape the competitive demand marketing function of tomorrow.
Why did we make the B-to-B Marketing Automation e-Learning Course?
As you know, marketing automation platforms provide a myriad of benefits aside from the obvious automation of repetitive marketing tasks including improved data quality, integration and analytics as well as enhanced lead management features. However, to ensure your company gets the most out of the marketing automation platform, a robust team of specialists needs to be formed to manage platform programs and related tactics, strategies, and processes.
This is why we’ve created the Marketing Automation Pathway: a roadmap of essential content for the effective organized management and utilization of a marketing automation platform. This pathway covers the roles and responsibilities needed to effectively manage a Marketing Automation Platform, the MAP program development process, MAP playbook creation, and other focus areas that are essential to the success of today’s b-to-b marketing automation professional. And we are continually adding insights from our research to help shape the competitive marketing automation professional of tomorrow.