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Channel Marketing for Partners SiriusPathway


Upskill your channel partners and promote a shared understanding of cross-functional processes while establishing a common nomenclature for key b-to-b concepts.

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 buying scenario for channel offerings that map to campaigns
  • Methods for aligning marketing and sales to optimize lead generation, conversion rates and subsequent revenue growth
  • A hierarchy that unites a high-level, messaging-oriented campaign with focused needs-based campaigns targeting defined buyer personas

Course Content

1: Demand Type

  • Module 1.1: Demand Type
  • Module 1.2: Demand Type Conclusion

2: Relative Targeting

  • Module 2.1: Getting Started With Relative Targeting
  • Module 2.2: Relative Targeting Conclusion

3: Lead Scoring

  • Module 3.1: Getting Started With Lead Scoring
  • Module 3.2: Lead Scoring Conclusion

4: The Buyer’s Journey

  • Module 4.1: Getting Started With the Buyer’s Journey
  • Module 4.2: The Buyer’s Journey Conclusion

5: The Demand Waterfall®

  • Module 5.1: Getting Started With the Demand Waterfall
  • Module 5.2: Demand Waterfall Conclusion

6: Lead Nurture

  • Module 6.1: Lead Nurture Fundamentals and Pre-MQL Nurture
  • Module 6.2: Active Recycled Nurture
  • Module 6.3: Passive Recycled Nurture
  • Module 6.4: Reconstituted Nurture
  • Module 6.5: Lead Nurture Conclusion

7: Integrated Campaigns

  • Module 7.1: Campaign Basics
  • Module 7.2: The Components of a B-to-B Campaign
  • Module 7.3: Integrated Campaigns Conclusion

8: Digital Planning

  • Module 8.1: The Digital Type Model
  • Module 8.2: Digital Planning Conclusion

9: Pipeline Acceleration

  • Module 9.1: Rapid-Entry Pipeline Acceleration
  • Module 9.2: Intra-Pipeline Acceleration
  • Module 9.3: Last-Mile Pipeline Acceleration
  • Module 9.4: Pipeline Acceleration Conclusion

10: Account-Based Marketing in the Channel

  • Module 10.1: Account-Based Marketing Types
  • Module 10.2: Account-Based Marketing Conclusion

    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: 8 to 10 hours

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