Demand Delivery Mechanisms SiriusPathway®

About SiriusPathways™

SiriusPathways™ start with expert content from SiriusDecisions best-in-class research. We then organize that content into competencies that cover the key things that someone in a job role or functional job area needs to know in order to succeed. That means that your success is measured by a mastery of a set of skills rather than how long it takes you to watch a video, or how well you do on a vocabulary test. It also means the content is brain-adaptive and flexible which ensures that it will stick with our learners. 

SiriusPathways™ recognize that learners come with varied backgrounds, skill levels, and learning styles. Someone with several years of experience in Marketing might want to skip the first competency and move immediately to its assessment, whereas someone new to Marketing might want to complete each activity in each module of the first competency before attempting the assessment. Various learning styles are respected by our See It, Read It, Apply It model. You can see examples of this model in this preview.

Each competency ends with an assessment that uses business case scenarios to apply the concepts in that competency. Learners must receive a cumulative score of 90 or greater on a SiriusPathways™ to become SiriusDecisions certified.

 

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This course includes an optional introduction on the foundations of demand creation. The optional introduction helps learners get started with demand programs. If you are not familiar with SiriusDecisions, are new to demand creation or need a refresher on any of the foundational elements of demand creation, we suggest you review this material before you begin the course. It covers: Demand Type, Relative Targeting, The Buyer's Journey and The Demand Waterfall.

Competency 1: Digital Execution

Module 1.1 Web Site and SEO

See It: Web Conversion Optimization (WCO) Framework Deep Dive: Attract Phase

The SiriusDecisions Web Conversion Optimization (WCO) Framework is a best-in-class framework for b-to-b digital demand marketers. WCO is the process of creating environments that attract, engage and qualify targeted visitors. The WCO Framework provides a comprehensive method for assessing and improving a company’s Web site in order to optimize the conversion of visitors from unknown to known. In these videos, we explain the requirements of each component in the Attract phase, as well as our recommendations and best practices.

 

Read It: Web Content Access: Removing the Guesswork

Requiring Web site visitors to complete an online form before getting access to content is the demand creation equivalent of the cover charge. If your organization plans to employ such a strategy, it had better be well thought out. In this brief, we present overarching gating considerations, and share the components of a framework to help determine whether specific pieces of content should be gated.

 

Apply It: Web Conversion Optimization Tool

Web Conversion Optimization (WCO) Framework focuses on improving the Web experience by integrating the Web site with other delivery mechanisms used for inbound and outbound marketing. This Excel-based tool provides a structured approach for applying the WCO Framework, making it easier for organizations to create environments that attract, engage and qualify targeted visitors. Up to five people can use this tool to enter data and review results.

 

Competency 2: Creating Digital Content

Module 2.1: Web Content Best Practices

See It: The Importance of Web Content

Brochure-ware designed with an internal focus, no coherent content strategy to provide guidance, unmanaged assets throughout the site, and outdated functionality and tools. These are some of the common b-to-b Web site challenges. In this activity, we explain why Web content is so important, the goals of a good Web content strategy, and the requirements for effective digital content.

 

Read It: Introducing the SiriusDecisions Content Model

Given recent changes to b-to-b buying behavior and greater requirements for content to support it, b-to-b organizations must prepare for a similar revolution in their content strategies. In this brief, we introduce the SiriusDecisions Content Model, which product, marketing and sales leaders can use to evaluate their existing content factory, determine where gaps and breakdowns exist, and optimize their content process.