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Customer Marketing Certified | Core
Introduction to Customer Marketing [80 mins]
Pre-course survey
Your course pack
Introduction (2:12)
What is customer marketing? (8:15)
The DNA of a customer marketer (2:35)
Team structure and starting solo (7:49)
Bonus - establishing the role and remit of customer marketing
Time to reflect 💡
Resource library
Personas [40 mins]
Introduction to personas (5:59)
Reaping the benefits of personas (6:36)
Coursework (2:06)
Exam 1
Bonus - Prioritizing personas in building in a lifecycle framework
Time to reflect 💡
The Customer Journey [95 mins]
Introduction - The customer journey (5:08)
Mapping the customer journey (8:07)
Onboarding framework (4:37)
Best practices (3:27)
Task
Exam 2
Bonus - the importance of onboarding, learning from CS
Time to reflect 💡
Fireside chat - the customer journey [20 mins]
Creating a seamless customer journey
Engagement and Retention [80 mins]
Boosting engagement (21:36)
Recap and tools (3:37)
Task
Exam 3
Bonus - customer retention and getting creative with loyalty initiatives
Time to reflect 💡
Fireside chat - engagement and retention [20 mins]
Engaging and retaining customers [Gong]
Cross-selling and upselling [20 mins]
Tips and best practices (13:47)
Article - retention and cross-selling
Time to reflect 💡
Advocacy and Community [70 mins]
Introduction (2:30)
The power of community (5:58)
Approaching advocacy programs (3:30)
The foundations for advocacy (5:20)
The wider impact (5:04)
References (3:28)
Exam 4
Bonus - how advocacy and adoption can accelerate your business [Adobe]
Time to reflect 💡
Fireside chat - advocacy [15 mins]
Building a successful brand community [Lessonly/Seismic]
Indicators of Success [70 mins]
Introduction (3:04)
Onboarding metrics (4:10)
Retention and engagement (6:09)
Customer satisfaction [CSAT] (5:03)
Churn (6:53)
Customer lifetime value [CLV] (2:07)
Advocacy and wrap up (3:12)
Exam 5
Bonus - podcast: why outcomes, not just metrics, are important
Time to reflect 💡
Fireside chat - indicators and metrics [15 mins]
Selecting your indicators of success [Secure Code Warrior]
Design thinking [45 mins]
Design thinking defined (5:42)
Practical applications (2:53)
Exam 6
Bonus - podcast: design thinking
Time to reflect 💡
Storytelling [15 mins]
The what and why (2:49)
Empowering advocate storytellers (2:54)
Storytelling in action (2:36)
Exam 7
Time to reflect 💡
Customer Advisory Boards [40 mins]
Introducing CABs (7:00)
Exam 8
Bonus: customer listening
Time to reflect 💡
Marketing Science [15 mins]
An outline of marketing science (4:49)
Loss aversion (5:19)
Information gap theory and wrap up (3:02)
Exam 9
Time to reflect 💡
Fireside chat - marketing science [25 mins]
What can marketers learn from psychology? [Buffer]
Ways of working [30 mins]
Ways of working (6:22)
Bonus - adding a human touch to customer marketing [Fiverr, Proofpoint]
Time to reflect 💡
Fireside chat - ways of working and building out a team [30 mins]
Developing your customer marketing function [Pitchbook]
Wrap up
Course summary (2:09)
Course satisfaction survey
Resource library
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Bonus - podcast: why outcomes, not just metrics, are important
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