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.
Why did we make the B-to-B Foundations of Demand Creation e-Learning Course for Demand Generation Marketers?
Well, for any function or job role, there is a set of foundational concepts and skills that an individual needs to master in order to grow and progress. Doctors need to understand the human body and the warning signs for diseases to make diagnoses. Carpenters need to understand which types of wood are best for a specific project and how to utilize tools like band saws and jigsaws in order to produce the final product. B-to-b marketers are no different. They need to master six foundational concepts to understand how to create campaigns and messaging to resonate with the target market.
Because these elements are so critical to the success of your current and future marketing efforts, this is why we’ve created the B-to-B Foundations Pathway: a guide to jumpstart your marketing efforts and give you the knowledge and skills you need to succeed. This pathway covers the six foundational concepts of b-to-b marketing including demand type, relative targeting, lead taxonomy, buying cycle, portfolio marketing, and the demand waterfall that are essential to the success of today’s b-to-b marketer, and we are continually adding insights from our research to help shape the competitive b-to-b marketer of tomorrow.
Why did we make a B-to-B Marketing Measurement e-Learning Course?
Well, good marketing measurement is critical, especially in today’s digital environment. Not only do you need to measure tactics and campaigns, you have to measure the impact of marketing itself - it’s return on investment, and positive contribution to the business. Keeping track of all of this data, and using it effectively, is an enormous challenge. That’s why we created the Marketing Measurement Pathway: a roadmap of vital content for proving that the business can rely on a defined contribution that is both predictable and repeatable from marketing.
The pathway covers knowledge and skills needed to deliver good measurement, KPIs and metrics, how to define what should be measured, and many other tactics essential to the success of today’s marketing measurement function. It is a vital source of learning for demand generation marketers looking to upskill and excel.