B-to-B Fundamentals | NEW!

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• Master the foundational elements of b-to-b sales and marketing
• Explore the following topics: demand type, relative targeting, lead taxonomy, the buying cycle, campaign planning, the customer lifecycle, the Demand Waterfall® and service-level agreements

Core Skills: Demand Management SiriusPathway®

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• Master the core skills of demand management processes, the foundations of a healthy demand creation engine
• Learn the latest iteration of the SiriusDecisions Demand Waterfall® - the Demand Unit Waterfall
• Operationalize a methodical approach for building, operationalizing and optimizing demand management processes designed to increase marketing's contribution to pipeline and growth

Core Skills: Demand Delivery SiriusPathway®

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• Master the core skills demand marketers need for successful demand delivery
• Learn how to determine your digital type, understand your buyer’s digital journey
• Operationalize your Web site for optimal buyer engagement

Core Skills: Demand Programs SiriusPathway®

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• Master the core skills to deliver high-performing demand creation marketing programs that deliver on audience information and knowledge
• Learn the five pendulums of the Program Pendulum Framework, how to set goals and requirements for a demand creation program - and how to determine the best design approach and measure the program
• Define, select and measure demand creation offers and identify opportunities for program optimization

Campaign Planning SiriusPathway®

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• Craft a reliable campaign framework that organizes marketing functions throughout the organization for best-in-class execution
• Create measurements, budget and campaign plans that connect with financial, technological and strategic planning efforts

Data Privacy SiriusPathway®

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• Review new worldwide regulations on data privacy
• Discover how to ensure proper data practices using data privacy compliance strategy and process
• Understand and begin to create good preference management for your organization

Digital Strategy & Planning SiriusPathway®

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• Gain the skills and knowledge necessary for creating and maintaining a robust Web presence equipped for optimal lead capture and conversion power
• Create a digital transformation roadmap to fit your organization’s specific business model, offerings and customers and develop a localization strategy

Demand Delivery Mechanisms SiriusPathway®

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• Transform your digital practices with best-in-class digital tactics
• Operationalize your Web site with persona-based search strategy and a form understand of digital type
• Perfect your Web content for your digital type, learn to craft effective emails and operationalize your social strategy

Events for the Digital Age SiriusPathway®

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• Develop a comprehensive event strategy that will support demand creation goals and initiatives as part of an integrated campaign framework
• Learn how to assess your event discipline, drive an effective event strategy, assign appropriate roles and responsibilities and evaluate key factors impacting pre, during and post-event planning and execution

Pipeline Acceleration SiriusPathway®

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• Master the three pipeline acceleration zones
• Map the roles marketing will play at each zone to boost acceleration
• Employ best-in-class strategies, including rapid-entry, intra-pipe and last mile pipeline acceleration

Lead Nurturing SiriusPathway®

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• Engage effectively with prospects to increase your conversion rates
• Increase the number of closed/won deals using pre-MQL, active recycled, reconstituted and passive recycled lead nurturing techniques

Marketing Automation SiriusPathway®

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• Execute effectively organized management and utilization of a marketing automation platform
• Develop and empower effective automation teams

Lead Scoring SiriusPathway®

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• Obtain knowledge of the need and benefits of developing an effective lead scoring infrastructure and the roles, responsibilities, and steps required for developing a lead scoring model
• Explore the six steps for rolling out the lead scoring model to your organization and the process required for measuring the results of the model once it has been implemented

Account-Based Marketing SiriusPathway®

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• Understand how to deliver account-based marketing to support three key sales models: Large/Strategic Account, Named-Account and Current Account (Existing Customer)
• Includes account profiling, selection, plan development and measurement

Channel Marketing for Partners SiriusPathway®

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• Upskill channel partners to meet the challenges of an ever-changing marketing landscape
• Includes ten modules that cover the topics channel partners need to succeed in b-to-b marketing: Demand Type, Digital Planning, Relative Targeting, The Buyer's Journey, Lead Scoring, Basic Campaigns, The Demand Waterfall, Account-Based Marketing in the Channel, Lead Nurturing and Pipeline Acceleration

Account-Based Marketing in the Channel for Suppliers SiriusPathway®

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• Formalize and define an internal process for account-based marketing
• Design a comprehensive account-based marketing initiative with a clear understanding and selection process for the appropriate type, tier and route-to-market focus

Customer Engagement in the Channel for Suppliers SiriusPathway®

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• Assess the current state of customer engagement at your organization
• Establish a best-in-class customer experience function that is equipped to grow
• Improve retention and growth
• Adopt a process for delivering customer experience support and operationalizing success through partners

Core Skills for Suppliers SiriusPathway®

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• Design and deliver high performing demand creation programs for partners
• Arm yourself with the skills you need to meet the needs of your channel partners

Product Management Learning Library |NEW!

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• Discover how the models and frameworks SiriusDecisions has developed will help you achieve your goals as a product manager. Models/frameworks covered include: The Product Marketing and Management Model (PMM Model), the Needs Aperture, the Needs Landscape and the Pricing and Packaging Blueprint.
• Discover the benefits of the gating process and describe each PMM Model decision gate.
• Identify a three-step process for defining the best price metric for an offering.

Pricing & Packaging SiriusPathway®

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• Understand the components of a pricing strategy and develop value-based pricing
• Understand pricing in the organization and develop product packaging
• Develop packaging for new markets

Content Strategy SiriusPathway®

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• Organize your content plan in a way that aligns with buyer needs and personas
• Execute a measurable, effective content plan that is scalable and sustainable

Advanced Measurement SiriusPathway®

• Build a comprehensive, organized measurement framework for the organization
• Adjust, analyze, report and improve reporting systematically

Data Management SiriusPathway®

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• Create clear standards and processes for building data strategy, integrity and collection
• Respond to new challenges, integrate new systems and adjust to new business drivers

Customer Engagement SiriusPathway®

• Assess the current state of customer engagement at your organization
• Learn how to establish a customer engagement function that is best-in-class and equipped to grow
• Improve retention and growth