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Core Skills for Suppliers SiriusPathway


Build marketing competencies within your organization so that suppliers can design and deliver high-performing demand generation programs for partners.

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 how to recognize the novelty and acceptance of your offering in the market
  • An understanding of how to ensure segmentation and targeting is focused on the most opportunistic markets
  • An understanding of how the buying scenario for the channel offering maps to your campaigns
  • An understanding of how to align marketing and sales effectively to optimize lead generation, conversion rates and subsequent revenue growth
  • An understanding of how to create a campaign hierarchy that unites a high-level, messaging-oriented, needs-based campaign targeted at defined buyer personas

Course Content

1: Demand Type

  • Module 1.1: Demand Type

2: Relative Targeting

  • Module 2.1: Getting Started With Relative Targeting

3: Lead Scoring

  • Module 3.1: Getting Started With Lead Scoring

4: The Buyer’s Journey

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

5: The Demand Waterfall®

  • Module 5.1: Getting Started With the Demand Waterfall

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

7: Integrated Campaigns

  • Module 7.1: Campaign Basics
  • Module 7.2: The Components of a B-to-B Campaign

8: Digital Planning

  • Module 8.1: The Digital Type Model

9: Pipeline Acceleration

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

10: Account-Based Marketing in the Channel

  • Module 10.1: Account-Based Marketing Types

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: 6 to 8 hours

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