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Why SiriusDecisions Learning?

Watch this short video to see why our "Foundations" course is a must for any b-to-b marketer.

Download our SiriusDecisions Learning B-to-B Marketing Glossary of Terms.

Download the Six Pitfalls of Marketing Measurement Toolkit document as a preview of the Marketing Measurement course.

Download the Four Steps to Monitoring Social Media Toolkit document as a preview of the Social Media course.

Download the Five Lead Scoring Exclusion Rules Toolkit document as a preview of the Lead Scoring Fundamentals course.

Download the Five Tips for Sales Professionals on Posting Effective Social Media Content Toolkit document as a preview of the Social Selling course.

Take our Skills Assessment to see which courses can help improve your skills and those of your team.

View our webcast on the existing "Skills Gap" and how your organization may be impacted.

Listen to our podcast on the ROI potential for those companies that invest in marketing training.

Read customer testimonials from course participants.


Messaging and Campaign Planning for B-to-B Marketers

This course teaches the skills and knowledge required to:

  • Understand the campaign-planning framework, including the integration of campaign goals, business goals, themes, programs, and tactics.
  • Learn how a campaign is translated into a market-facing message strategy that supports your marketing programs and tactics, including a four-step methodology for developing strong, coordinated messages that resonate with buyers and make your tactics more effective.
  • Utilize a step-by-step methodology for campaign development, including goal setting and program emphasis.
    • How campaign goals are set and the foundation for those goals.
    • How to determine what programs best support campaign goals.
    • Implementation of the model for program ownership and how different groups within and outside marketing need to coordinate to support marketing planning.
  • Develop an integrated tactic framework, leveraging the inbound and outbound tactics that best enhance relationships with buyers, driving interest and leads.
  • Learn a step-by-step process for leading or performing a content audit, including a process for identifying gaps.


Course Description

  • Online, on-demand.
  • Course format is Flash-based including: video, audio, interactive exercises, visual models, definitions, quizzes, downloadable templates, worksheets, process maps, and a final exam.
  • Divided into modules, or chapters so that participants can integrate with their workload.
  • Participants can stop and re-start or review at anytime.
  • Downloadable toolkit items (worksheets, summaries, process templates, etc).



Certification in “Messaging and Campaign Planning for B-to-B Marketers” is available for participants who complete all elements of the course and pass the course’s final exam.


To learn more about and purchase this course, please contact your SiriusDecisions sales representative or


Course content is subject to change or revision.

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