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Customer Marketing Certified: Core
Introduction to Customer Marketing [80 mins]
Pre-course survey
Introduction (2:21)
Your course pack
Resource library
What is customer marketing? (8:24)
The DNA of a customer marketer (2:44)
Team structure and starting solo (7:59)
Bonus - establishing the role and remit of customer marketing [IBM, Coupa, G2] (59:58)
Time to reflect 💡
Personas [55 mins]
An introduction to personas (6:08)
The difference between buyers and users (2:28)
How to build customer personas (4:19)
Customer marketing use cases (5:44)
How to use personas in your customer marketing strategy (5:05)
What can go wrong with personas (4:49)
Coursework (2:14)
Exam 1
Key takeaways (2:29)
Time to reflect 💡
Bonus - prioritizing personas in building a lifecycle framework [Sovos] (21:39)
The Customer Journey [110 mins]
Overview (8:29)
Mapping the customer journey (8:16)
Understanding customer needs and pain points (4:50)
Personalization and segmentation (3:52)
Optimizing touchpoints and channels (6:20)
Reviewing your customer journeys (2:56)
Adoption and onboarding (2:56)
Onboarding framework (4:46)
Adoption frameworks (3:17)
Best practices (3:36)
Coursework (0:49)
Exam 2
Key takeaways (3:07)
Bonus - the importance of onboarding, learning from CS (58:55)
Time to reflect 💡
Fireside chat - the customer journey [20 mins]
Creating a seamless customer journey [Looker, a Google Cloud Company] (21:54)
Engagement and Retention [105 mins]
Introduction to retention and engagement (2:38)
Why is customer engagement important? (3:24)
Why is customer retention important? (2:13)
Essential engagement and retention tactics (7:59)
Engagement marketing (2:45)
Boosting engagement (21:44)
How to measure customer engagement (3:08)
The engagement-retention connection (4:27)
Communications cadences (5:07)
Holistic engagement and retention (3:25)
Recap and tools (3:46)
Coursework (0:55)
Exam 3
Key takeaways (2:51)
Engaging and retaining customers [Gong] (18:47)
Bonus - customer retention and getting creative with loyalty initiatives [HP, Maze] (43:00)
Time to reflect 💡
Cross-selling and upselling [39 mins]
What are cross-selling and upselling? (4:42)
Setting KPIs (3:07)
Best practices (7:15)
Working with sales and CS (4:15)
Prosumers vs teams (4:36)
Cross-selling and upselling tactics (6:06)
Building and reviewing a strategy (3:17)
Renewals (3:04)
Coursework (1:01)
Exam 4
Key takeaways (2:51)
Time to reflect 💡
Fireside chat - advocacy [15 mins]
Building a successful brand community [Lessonly/Seismic] (11:35)
Community and advocacy [85 mins]
Introduction (2:51)
The power of community (7:57)
How to start your customer community (3:48)
How to entertain/maintain your community (3:55)
Measuring the impact of your community (5:00)
Approaching advocacy programs (4:31)
The foundations for advocacy (5:30)
Which is right for you? (2:15)
The blueprint for success (2:37)
The wider impact (5:12)
User-generated content (7:18)
Challenges of reference programs (2:52)
Coursework (0:53)
Exam 5
Key takeaways (2:30)
Bonus - how advocacy and adoption can accelerate your business [Adobe] (32:54)
Time to reflect 💡
Fireside chat - indicators and metrics [15 mins]
Selecting your indicators of success [Secure Code Warrior] (13:38)
Design Thinking [45 mins]
Design thinking defined (5:52)
Practical applications (3:01)
Exam 6
Bonus - podcast: design thinking
Time to reflect 💡
Storytelling [15 mins]
The what and why (2:58)
Empowering advocate storytellers (3:02)
Storytelling in action (2:45)
Exam 7
Time to reflect 💡
Customer Advisory Boards [40 mins]
Introducing CABs (7:09)
Exam 8
Bonus: customer listening (31:47)
Time to reflect 💡
Marketing Science [15 mins]
Key channels to engage customers (4:31)
Outline of consumer psychology (9:22)
Power of community (7:57)
Reciprocity (2:34)
Loss aversion (5:27)
Information gap theory and wrap up (3:11)
Positioning, messaging and storytelling (4:50)
AI and its impact (5:30)
Exam 9
Key takeaways (4:36)
Coursework (0:41)
Time to reflect 💡
Fireside chat - marketing science [25 mins]
What can marketers learn from psychology? [Buffer] (24:19)
Ways of working [30 mins]
Ways of working (6:32)
Bonus - Adding a Human Touch to Customer Marketing [Fiverr, Proofpoint] (23:13)
Time to reflect 💡
Fireside chat - ways of working and building out a team [30 mins]
Developing your customer marketing function [Pitchbook] (27:43)
Bonus footage
Bonus footage: Feedback loops - Sapphire Reels, Director of Product Marketing, Enterprise Agility at Atlassian
Bonus footage: What is customer marketing? - Ari Hoffam, Director of Customer Advocacy & Community at Amplitude
Bonus footage: Getting started as a team of one - Rob Ayre, Senior Customer Marketing Manager at Workleap
Bonus footage: Collaborating with the CMO - Dan Cote, Fractional Marketing & Advocacy
Bonus footage: Prioritizing personas - Amy Ng, Sr Customer Advocacy Consultant at Captivate Collective
Bonus footage: Onboarding best practices - Megan Wilson, Head of Customer Experience at CapIntel
Wrap up
Course summary (2:17)
Course satisfaction survey
Resource library
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Bonus footage: Collaborating with the CMO - Dan Cote, Fractional Marketing & Advocacy
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