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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 [40 mins]
Introduction to personas (6:08)
Reaping the benefits of personas (6:45)
Coursework (2:14)
Exam 1
Bonus - prioritizing personas in building a lifecycle framework [Sovos] (21:39)
Time to reflect 💡
The Customer Journey [95 mins]
Introduction - The Customer Journey (5:17)
Mapping the customer journey (8:16)
Onboarding (3:54)
Onboarding framework (4:46)
Best practices (3:36)
Task
Exam 2
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 [80 mins]
Boosting engagement (21:44)
Recap and tools (3:46)
Task
Exam 3
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 [20 mins]
Tips and best practices (13:56)
Article - retention and cross-selling
Time to reflect 💡
Advocacy and Community [70 mins]
Introduction (2:38)
The power of community (6:07)
Approaching advocacy programs (3:39)
The foundations for advocacy (5:30)
The wider impact (5:12)
References (3:36)
Exam 4
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)
Indicators of Success [70 mins]
Introduction (3:13)
Onboarding metrics (4:20)
Retention and engagement (6:18)
Customer satisfaction (CSAT) (5:11)
Churn (7:02)
Customer lifetime value (CLV) (2:15)
Advocacy and wrap up (3:21)
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] (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]
An outline of marketing science (4:57)
Loss aversion (5:27)
Information gap theory and wrap up (3:11)
Exam 9
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
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Engaging and retaining customers [Gong]
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