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UP YOUR GAME, INNOVATE, AND PERFECT YOUR CUSTOMER MARKETING.



Customer Marketing Certified: Core's the industry standard, the driving force
for your success, and the only companion you need for personal and professional
growth.

Take center stage for customer marketing practices at your company. 👇




Get certified

👩🏼‍🏫 12 MODULES 📙 40+ CHAPTERS ✅ 50+ EXAM QUESTIONS ⏰ 10+ HOURS 🔖 OFFICIAL
CERTIFICATION 📝 OPTIONAL COURSEWORK 🔥 6 FIRESIDE CHATS 👨🏼‍💻 100% SELF-PACED


Download the brochure

COURSE OVERVIEW.



From research to optimization, Customer Marketing Core explores the whole
shebang, the A to Z of customer marketing if you will. With this course in your
pocket, you’ll have a richer understanding of the what, why, and how of every
customer marketing principle. And that’s a promise.

You’ll learn how to truly embody the voice of the customer. You’ll master the
art of converting loyal customers into advocates - and keeping them. You’ll
understand how to launch, gather feedback, and perfect every strategy you do. 

You’ll walk away with career-enhancing hacks and skills, and so much more.
Unlock the cutting-edge resources and frameworks you need to succeed within the
ever-evolving world of customer marketing.




BY THE END OF THIS COURSE, YOU'LL:



🎆 Understand the spectrum of core customer marketing activities including the
customer journey, retention, engagement, and onboarding.

 💪 Walk away with the most up-to-date knowledge of customer marketing tools
like storytelling, customer advisory boards, and personas.

👀 Gain invaluable, practical insights into advocacy programs, metrics, and how
to delight your customers.

🔦 Take your entire company’s customer marketing efforts to the next level,
bringing the voice of the customer into the spotlight across all teams.


Get certified

"A COMPREHENSIVE CUSTOMER MARKETING CERTIFICATION THAT I RECOMMEND EVERY
MARKETER TO AIM TO OBTAIN. IT PROVIDES A BUNCH OF TEMPLATES, GUIDES AND
RESOURCES TO GIVE CUSTOMER MARKETERS A HUGE JUMP START TO IMPLEMENT THEIR OWN
CUSTOMER MARKETING PROGRAMS AND CONSEQUENTLY ELEVATE AND LEVERAGE THEIR CURRENT
CUSTOMER'S EXPERIENCES TO IMPROVE RETENTION AND GROWTH."


Iman Bayatra, Director Product Marketing at Coachendo


DEVELOPED BY YOURS TRULY AND WITH THE SUPPORT FROM ORGS LIKE 👉



Like customer marketing, a lot of our work involves collaboration with the other
communities in The Alliance, and this is done so to create the best possible
resource without leaving any stone unturned. 

Built in partnership with our sister-community, Product Marketing Alliance, it
covers everything you and your cross-collaborative colleagues need to excel in
every area of this essential business skill.








Customer Marketing isn't created in isolation. It pulls in multiple skills from
multiple departments, which is why this course is created with customer
marketers, product managers, customer success - and more, in mind.

Built in partnership with our sister-community, Product Marketing Alliance, it
covers everything you and your cross-collaborative colleagues need to excel in
every area of this essential business skill.




WHAT YOU CAN EXPECT FROM CUSTOMER MARKETING CERTIFIED






Get certified

"I LOVE HOW IT'S STRUCTURED, HOW TOPICS FOLLOW ONE ANOTHER AND BUILD THE ENTIRE
COURSE. THE COURSE IS A GREAT FOUNDATION NOT ONLY FOR PRACTITIONERS BUT FOR
MARKETING LEADERS WITHOUT A CUSTOMER MARKETING BACKGROUND WANTING TO UNDERSTAND
THE ROLE AND THE IMPACT CUSTOMER MARKETING HAS ON THE OVERALL BUSINESS."


Igor Kranjčec, Head of Marketing at Mediatoolkit


COURSE CURRICULUM


  Introduction to Customer Marketing [80 mins]
Available in days
days after you enroll
 * Your course pack Start
 * Introduction (2:12) Start
 * What is customer marketing? (8:15) Start
 * The DNA of a customer marketer (2:35) Start
 * Team structure and starting solo (7:49) Start
 * Bonus - establishing the role and remit of customer marketing Start
 * Time to reflect 💡 Start
 * Resource library Start

  Personas [40 mins]
Available in days
days after you enroll
 * Introduction to personas (5:59) Start
 * Reaping the benefits of personas (6:36) Start
 * Coursework (2:06) Start
 * Exam 1 Start
 * Bonus - Prioritizing personas in building in a lifecycle framework Start
 * Time to reflect 💡 Start

  The Customer Journey [95 mins]
Available in days
days after you enroll
 * Introduction - The customer journey (5:08) Start
 * Mapping the customer journey (8:07) Start
 * Onboarding (3:27) Start
 * Onboarding framework (4:37) Start
 * Best practices (3:27) Start
 * Task Start
 * Exam 2 Start
 * Bonus - the importance of onboarding, learning from CS Start
 * Time to reflect 💡 Start

  Fireside chat - the customer journey [20 mins]
Available in days
days after you enroll
 * Creating a seamless customer journey Start

  Engagement and Retention [80 mins]
Available in days
days after you enroll
 * Boosting engagement (21:36) Start
 * Recap and tools (3:37) Start
 * Task Start
 * Exam 3 Start
 * Bonus - customer retention and getting creative with loyalty initiatives
   Start
 * Time to reflect 💡 Start

  Fireside chat - engagement and retention [20 mins]
Available in days
days after you enroll
 * Engaging and retaining customers [Gong] Start

  Cross-selling and upselling [20 mins]
Available in days
days after you enroll
 * Tips and best practices (13:47) Start
 * Article - retention and cross-selling Start
 * Time to reflect 💡 Start

  Advocacy and Community [70 mins]
Available in days
days after you enroll
 * Introduction (2:30) Start
 * The power of community (5:58) Start
 * Approaching advocacy programs (3:30) Start
 * The foundations for advocacy (5:20) Start
 * The wider impact (5:04) Start
 * References (3:28) Start
 * Exam 4 Start
 * Bonus - how advocacy and adoption can accelerate your business [Adobe] Start
 * Time to reflect 💡 Start

  Fireside chat - advocacy [15 mins]
Available in days
days after you enroll
 * Building a successful brand community [Lessonly/Seismic] Start

  Indicators of Success [70 mins]
Available in days
days after you enroll
 * Introduction (3:04) Start
 * Onboarding metrics (4:10) Start
 * Retention and engagement (6:09) Start
 * Customer satisfaction [CSAT] (5:03) Start
 * Churn (6:53) Start
 * Customer lifetime value [CLV] (2:07) Start
 * Advocacy and wrap up (3:12) Start
 * Exam 5 Start
 * Bonus - podcast: why outcomes, not just metrics, are important Start
 * Time to reflect 💡 Start

  Fireside chat - indicators and metrics [15 mins]
Available in days
days after you enroll
 * Selecting your indicators of success [Secure Code Warrior] Start

  Design thinking [45 mins]
Available in days
days after you enroll
 * Design thinking defined (5:42) Start
 * Practical applications (2:53) Start
 * Exam 6 Start
 * Bonus - podcast: design thinking Start
 * Time to reflect 💡 Start

  Storytelling [15 mins]
Available in days
days after you enroll
 * The what and why (2:49) Start
 * Empowering advocate storytellers (2:54) Start
 * Storytelling in action (2:36) Start
 * Exam 7 Start
 * Time to reflect 💡 Start

  Customer Advisory Boards [40 mins]
Available in days
days after you enroll
 * Introducing CABs (7:00) Start
 * Exam 8 Start
 * Bonus: customer listening Start
 * Time to reflect 💡 Start

  Marketing Science [15 mins]
Available in days
days after you enroll
 * An outline of marketing science (4:49) Start
 * Loss aversion (5:19) Start
 * Information gap theory and wrap up (3:02) Start
 * Exam 9 Start
 * Time to reflect 💡 Start

  Fireside chat - marketing science [25 mins]
Available in days
days after you enroll
 * What can marketers learn from psychology? [Buffer] Start

  Ways of working [30 mins]
Available in days
days after you enroll
 * Ways of working (6:22) Start
 * Bonus - adding a human touch to customer marketing [Fiverr, Proofpoint] Start
 * Time to reflect 💡 Start

  Fireside chat - ways of working and building out a team [30 mins]
Available in days
days after you enroll
 * Developing your customer marketing function [Pitchbook] Start

  Wrap up
Available in days
days after you enroll
 * Course summary (2:09) Start
 * Course satisfaction survey Start
 * Resource library Start
 * Fancy leaving a review? Start
 * Your feedback Start
 * Let's get social Start
 * Showcase your cert Start
 * Continue your professional development Start
 * Learn. Level-up. Lead. Start
 * Stay ahead of the customer marketing curve Start
 * Get your certificate Start

Show All Lectures

DON'T WORRY, WE DO TEAM RATES, TOO.


If you're looking to get a team of three or more certified, then speak to Tom
about team rates at t.madden@customermarketingalliance.com.

P.s. If you need help convincing your boss, we've done the hard part for you.


FAQS.

Q: Who’s this course for?

A: This course is for anyone who’s ready to boost their customer marketing
skills to the next level. This course will equip you with the confidence and
know-how you need to implement customer-centric programs across your
organization.

Q: How does the course work?

A: The course is 100% online and entirely self-paced. Once you enroll, you’ll
work through the modules in chronological order and be invited to take part in
activities. At the end of each module, you’ll be presented with mandatory exam
questions and if you pass all these, you’ll become Customer Marketing: Core
Certified!

Q: How long will the course take to complete?

A: The course content, activities, and exams will take approximately just over
10 hours to complete.

Q: What happens if I don’t pass the exams?

A: If you fail the first time around you'll be given the option to retake the
exam. If you fail the second attempt, unfortunately, it means you won’t get the
certificate. 

However, all’s not lost, you’ll have still learned LOTS and you’ll be given
access to the course materials for life - so you can brush up on the bits you
slipped up on forevermore.

Q: How long will I have access to the course content?

A: For life! One, one-off payment gives you unlimited access to all the course’s
content. 


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