Segment Marketing 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 SiriusPathway® to become SiriusDecisions certified.


SiriusPathway™ Competency 1: Planning Strategically for Product Launch

Module 1.1: Market Segmentation

See It: Market Segmentation
Many b-to-b companies market and sell their products in the same way, using the same message, to a wide range of buyers with different needs. Or, if they do divide their buyers into groups, they do so in a way that does not enable the product, marketing and sales approach to be tailored to specific buyers. This module will review the goals and dimensions of market segmentation, as well as how to apply and test your segmentation approach.
Goals of Segmentation: Part One
Goals of Segmentation: Part Two
Principles of Segmentation
Recommendations for Segmentation


Read It: Product, Solution, and Industry Marketing: Roles and Responsibilities

In this brief, we focus on twelve activities where product, solution, and industry marketing roles overlap or differ in order to illustrate the proper areas of focus for each function.


Apply It: Segment Brainstorm

After reading the content above and watching the videos, think what new segments might apply to your work! Map them here in our brainstorming mind map.