Portfolio Messaging and Content Origination SiriusPathway® Demo
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.
------------------------------------------------------------------------------------------------------------
SiriusPathways™ Competency 1: Audience Isolation & Persona Context
Module 1.1: Relative Targeting
See It: Targeting, It's All Relative
For far too long, b-to-b executives from the top on down have been lured by the world of possibility when considering target markets, often to the detriment of marketing, sales and the business in general. In these videos, we introduce relative targeting, a concept that helps organizations finally hone their demand creation efforts in on the world of probability.
Read It: Defining Target Markets the Sirius Way
There has been disagreements among leaders of b-to-b organizations around which markets to spend precious dollars and resources trying to penetrate. In this brief, we share our Relative Targeting Framework and break down its core elements in order to streamline these discussions and drive more effective outcomes.
Apply It: Relative Targeting Tool
This Excel-based tool provides a framework for a structured approach that takes the guesswork out of the relative targeting process. It ensures familiarity with the SiriusDecisions research on relative targeting, scores the targets which are being considered and allows you to review the results of the scoring exercise while determining which targets to move forward with.
SiriusPathways™ Competency 2: Intent & Value Proposition
Module 2.1: Messaging Strategy (Intent)
See It: Messaging Nautilus Arc 3: Intent - Creating Messaging Strategy Statements
Before writing messaging components, b-to-b portfolio marketers need to establish their messaging intent or strategy based on the market situation and buying scenario. Messaging strategy statements are created in Arc 3 of the Messaging Nautilus™. In these videos, we present a three-step process for generating messaging strategy statements, which define what messaging is intended to do or what observable outcome it should achieve.
Read It: The SiriusDecisions Buying Spectrum
SiriusDecisions' B-to-B Buying Study has brought to light new data about the behavior of b-to-b buyers. Despite popular perceptions, when it comes to b-to-b purchases, we've discovered not just one but three distinct buying scenarios involving a varying number of individuals with different buying roles. In this brief, we describe these buying scenarios - committee, consensus and independent.
Read It: Assessing Demand Type the Sirius Way
A growing number of b-to-b marketing and sales leaders are incorporating the concept of demand type into their planning strategies. In this brief we share our Demand Type Selection Framework and break down its core elements.
Apply It: Demand Type Selection Framework
The SiriusDecisions Demand Type Selection Framework is an easy-to-use checklist for assigning offerings to demand types by marketplace. Use this tool to identify a product or service's demand type, which is a key driver of messaging, demand creation tactics and lead qualification criteria.
