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B-to-B Fundamentals

Contextualize your b-to-b marketing efforts and develop meaningful, ongoing relationships with customers.

Why SiriusDecisions Learning?

Our courses are the only research-informed training offerings made by b-to-b marketing experts for b-to-b marketing professionals, built on years of industry research, case studies and state-of-the-art design specific to how adults learn best. They are self-paced, interactive and tightly organized into short modules that fit into busy work and travel schedules. Mastery of each module’s content is validated by a final assessment required for certification at an industry-standard level of proficiency.

What This Course Provides

  • An understanding of the foundational elements of b-to-b sales and marketing.
  • A deep dive into: demand type, relative targeting, lead taxonomy, the buying cycle, campaign planning, the customer lifecycle, the Demand Waterfall® and service-level agreements.

Course Content

Course Introduction
  • Our vice president of Research provides an overview of the course.
Module 1: Demand Type
  • Determine the demand type (new concept, new paradigm, established market) for each product and incorporate it into marketing efforts.

Module 2: Relative Targeting

  • Focus on the target segments most likely to buy a product and minimize waste and poor results that occur from casting too wide of a targeting net.

Module 3: Lead Taxonomy

  • Explore the fundamentals required for assigning lead levels and lead attributes.

Module 4: The Buying Cycle

  • Discover the three phases and six stages of the SiriusDecisions buyer’s journey framework and how it relates to demand type.

Module 5: Campaign Planning

  • Define messaging, offers, tactics and information collection strategies required to develop integrated campaigns.

Module 6: The Customer Lifecycle

  • Discover the SiriusDecisions Customer Lifecycle Framework, which describes each of its four phases from two points of view: the company and the customer.

Module 7: The Demand Waterfall®

  • Measure and optimize demand creation efforts using the SiriusDecisions Demand Waterfall.

Module 8: Service-Level Agreements

  • Identify five basic service-level agreements (SLAs) used by leading b-to-b organizations to build and improve demand creation and lead management processes.

Module 9: The Demand Unit Waterfall (optional)

  • To address the rise of go-to-market strategies focused on buyer needs and an increased emphasis on account-centric marketing, we’ve developed the Demand Unit Waterfall™. This optional module covers the Demand Unit Waterfall, its SLAs and demand unit scoring.

    See It, Read It, Apply It

    Learners gain and retain knowledge best through a variety of delivery methods. That’s why each SiriusDecisions Learning course delivers content in multiple formats – through reading, video and application activities – to ensure all learners’ preferred learning styles are accommodated. Learn more.

    Price: $1,100
    Duration: 7 to 9 hours

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