Autoplay
Autocomplete
Previous Lesson
Complete and Continue
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)
Bonus - customer retention and getting creative with loyalty initiatives [HP, Maze] (43:00)
Time to reflect 💡
Fireside chat - engagement and retention [20 mins]
Engaging and retaining customers [Gong] (18:47)
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)
Coursework (1:01)
Key takeaways (2:51)
Time to reflect 💡
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 - advocacy [15 mins]
Building a successful brand community [Lessonly/Seismic] (11:35)
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)
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)
Wrap up
Course summary (2:17)
Course satisfaction survey
Resource library
Fancy leaving a review?
Your feedback
Let's get social
Showcase your certificate
Continue your professional development
Learn. Level up. Lead.
Stay ahead of the customer marketing curve
Get your certificate
Storytelling in action
Lesson content locked
If you're already enrolled,
you'll need to login
.
Enroll in Course to Unlock