B2B Marketing Certification

The B2B market is constantly evolving due to new technology, buyer needs, and interaction preferences. It can be a challenge for product, marketing, and sales teams to stay aligned while outpacing this constant evolution. But research shows that highly aligned organizations grow 19 percent faster on average than their peers and are 15 percent more profitable.

B2B Marketing Certification from Forrester SiriusDecisions accelerates your team’s ability to align and create strategic marketing programs that achieve business objectives and grow revenue.

Start Your Certification Today

Learn and certify core skills and build upon that knowledge with advanced certification opportunities.

Start with B2B Marketing Foundations. The next course begins on December 7. Register by December 4.

Register Now ($2049) or see additional upcoming course dates.

THE B2B MARKETING CERTIFICATION JOURNEY

Each course in the B2B Marketing Certification program includes six to eight competency-based modules. There are two levels of coursework to help you align your team and advance their learning:

The Core course is an eight-week cohort-based session that is facilitated. Core course completion is a prerequisite for any advanced B2B Marketing course.

Advanced courses provide 90 days to complete a series of self-paced modules that go deeper into specific topic areas. Advanced courses can be taken in any order to provide flexibility and prioritize critical business needs.

Complete all three courses to gain broad expertise and get the most value from your B2B Marketing Certification journey:

  • Core: B2B Marketing Foundations
  • Advanced: Demand And Account-Based Marketing
  • Advanced: Portfolio Marketing

Two tracks in the core course support different roles, although both tracks cover the same course content.

  • Professionals (Pro) represent team members with two or more years of marketing experience and requires the completion of additional course content.
  • Associates create cross-functional alignment and shared understanding of concepts. Staff new to marketing and stakeholder roles from across the organization benefit from Associate certification.

I’ve completed my MBA and participated in many marketing certifications, but this has been the most helpful and most directly applicable to my work in marketing at a B2B technology company.

—Senior manager of marketing operations at large technology company

B2B Marketing Certification For Individuals

Cohort courses

Join learners from across industries and geographies in a dynamic, peer learning environment for the Core course experience.

Specific start dates

Begin the 8-week Core course at designated start dates to gain insights and increase your impact. Continue your certification with Advanced courses, which provide 90 days for completion.

Self-paced, online

Fit certification into busy schedules with mobile-friendly lessons to do anytime, anywhere.

B2B Certification For Teams

To grow your business effectively, all marketing team members must align around a common vocabulary, mindset, and approach. Teams of 20 or more are invited to explore customization options:

  • Enroll in a private course with a start date of your choosing.
  • Tailor course discussions to your unique organizational situation.
  • Add optional 1:1 feedback sessions with expert analysts.

Based on the research presented in this course, I can make the case to our CEO that marketing is a primary revenue driver.

— B2B Marketing Pro alum

CORE: B2B MARKETING FOUNDATIONS

Lay the foundation for best-in-class marketing strategies that will help your organization grow and align your team for brilliant execution. Hone your strategic efforts and develop meaningful, ongoing relationships with customers.

The next course begins on December 7. Register by December 4.

Topics Covered In B2B Marketing Foundations

Explore B2B Marketing In Today’s Business Landscape

Examine the core elements of B2B marketing and how the function operates in today’s business ecosystem.

Target Personas To Develop A Winning Go-To-Market Strategy

Determine the buyer roles that your organization should target and the insights that should inform your strategies.

Uncover The Nuances Of The Buyer’s Journey

Understand the components of a buyer’s journey to structure a sequence of activities that will enable buying decisions.

Leverage The Demand Unit Waterfall To Measure Performance

Explore the demand unit waterfall and how buying groups should influence your marketing strategies.

Design An Audience-Centric Campaign Approach

Learn how to orchestrate an integrated campaign that aligns the marketing organization and drives results.

Calibrate B2B Marketing Measurement

Learn how to demonstrate the full scope and value that the marketing function contributes to the business.

Enroll In An Upcoming Course

Dec 7
Register by Dec 4

Jan 11
Register by Jan 8

Feb 8
Register by Feb 5

Mar 8
Register by Mar 5

Apr 12
Register by Apr 9

May 10
Register by May 7

Jun 7
Register by Jun 4

Jul 12
Register by Jul 9

Aug 9
Register by Aug 6

Sep 13
Register by Sep 10

Oct 11
Register by Oct 8

Meet Your Guides

Learn from expert analysts who draw on their daily work with hundreds of clients to bring unique experiences, examples, and advice to share on B2B marketing best practices.

ADVANCED: DEMAND AND ACCOUNT-BASED MARKETING

Enlist a disciplined methodology and process to improve demand and account-based marketing program results. Optimize the revenue engine to accelerate the pipeline, and learn how component parts across the organization contribute to success.

The next course begins on December 7. Register by December 4.

Enrollment prerequisite: B2B Marketing Foundations course

Topics Covered In Demand And Account-Based Marketing

Pipeline Acceleration
Apply initiatives to the sales pipeline and move deals toward a successful conclusion.

Introduction to Demand Programs
Review the fundamentals of demand marketing and explore key demand marketing challenges.

Demand Program Planning And Execution
Explore components of the demand creation program family and how to set effective program goals and requirements.

Developing And Measuring Demand Creation Offers
Determine the essential elements of how to define, select and measure demand creation offers.

ABM Preparation And Prioritization
Understand the four-phase process for how to build a successful account-based marketing function.

ABM Planning
Identify guidelines for how to set clear ABM goals using the SiriusDecisions version of SMART goal–setting criteria.

ABM Execution
Design and execute an effective ABM program by mastering these operational processes.

ABM Measurement
Provide insight and proof of contribution to the business using a layered approach to ABM measurement.

Enroll In An Upcoming Course

Dec 7
Register by Dec 4

Jan 11
Register by Jan 8

Feb 8
Register by Feb 5

Apr 12
Register by Apr 9

Jun 7
Register by Jun 4

Jul 12
Register by Jul 9

Sep 13
Register by Sep 10

Oct 11
Register by Oct 8

ADVANCED: PORTFOLIO MARKETING

Demonstrate your ability to help grow the business and make it run more effectively. Employ audience-centric go-to-market strategies, develop positioning and messaging, and create sales enablement and product launch programs with impact.

The next course begins on December 7. Register by December 4.

Enrollment prerequisite: B2B Marketing Foundations course

Topics Covered In Portfolio Marketing

Audience Segmentation And Buyer Personas
Improve go-to-market effectiveness by defining target audience segments.

Building An Action Plan And Developing Personas
Make the move from product-centric to customer-centric marketing through buyer personas.

Personas And Buyer Journey Mapping
Put your audience at the center of your content using Messaging Nautilus methodology.

Go-To-Market Workflow Process
Explore the SiriusDecisions Product Marketing and Management Model.

Sales Knowledge Transfer
Use knowledge components to develop a consistent approach to enabling sales.

Sales Enablement Planning
Transfer knowledge effectively with sales enablement plans.

Driving Sales Adoption
Increase sales awareness and mindshare for a new product or solution.

Enroll In An Upcoming Course

Dec 7
Register by Dec 4

Jan 11
Register by Jan 8

Feb 8
Register by Feb 5

Apr 12
Register by Apr 9

Jun 7
Register by Jun 4

Jul 12
Register by Jul 9

Sep 13
Register by Sep 10

Oct 11
Register by Oct 8

A marketing strategy comprises a set of decisions used to create a sustainable marketing advantage.

—Jennifer Ross, VP, Research Director, Marketing Executive Services

Learn more about B2B Marketing Certification

Thank you for your interest in our B2B Marketing Certifications course. We will be in touch with more information and to answer any questions that you may have.