Implement a customer marketing program with confidence
Equip yourself with the skills and knowledge to build an effective customer marketing program. Learn from top brands and hone your skills to master retention, upselling, and more.
Course overview
Customer-centricity is an integral part of being a product marketer. In this course, you'll dive deep into the full spectrum of the customer marketing role, learning directly from leading brands, and getting hands-on with real-world examples.
Discover core customer marketing activities, the tools needed for storytelling and customer engagement, insights into advocacy programs and metrics, and how to elevate your company’s customer focus.
Learn from the pros, test your knowledge, and score some handy templates. What's more, we've consolidated all those fragmented resources out there into one comprehensive, structured learning experience.
Curriculum
Introduction to Customer Marketing:Understand the fundamentals of customer marketing and its importance in today's business landscape.
Introduction to Customer Marketing:Understand the fundamentals of customer marketing and its importance in today's business landscape.
Chapters
What is customer marketing?
The DNA of a customer marketer?
Team structure and starting solo
Bonus footage: Establishing the role and remit of customer marketing [IBM, Coupa, G2]
Time to reflect
The Customer Journey: Discover strategies for optimizing each stage to enhance customer experience and satisfaction.
The Customer Journey: Discover strategies for optimizing each stage to enhance customer experience and satisfaction.
Chapters
Introduction - The Customer Journey
Mapping the customer journey
Onboarding
Onboarding framework
Best practices
Bonus footage: The importance of onboarding, learning from CS
Fireside chat: Creating a seamless customer journey [Looker, a Google Cloud Company]
Engagement and Retention: Master techniques for engaging customers and building lasting relationships.
Engagement and Retention: Master techniques for engaging customers and building lasting relationships.
Chapters
Boosting engagement
Recap and tools
Task
Exam
Bonus footage: Customer retention and getting creative with loyalty initiatives [HP, Maze]
Time to reflect
Fireside chat: Engaging and retaining customers [Gong]
Cross-Selling and Upselling: Understand the principles of cross-selling and upselling to maximize customer lifetime value.
Cross-Selling and Upselling: Understand the principles of cross-selling and upselling to maximize customer lifetime value.
Chapters
Tips and best practices
Article: Retention and cross-selling
Time to reflect
Advocacy and community: Learn how to identify and nurture customer advocates to promote your brand.
Advocacy and community: Learn how to identify and nurture customer advocates to promote your brand.
Chapters
Introduction
The power of community
Approaching advocacy programs
The foundations for advocacy
The wider impact
References
Exam
Bonus footage: How advocacy and adoption can accelerate your business [Adobe]
Time to reflect
Fireside chat: Building a successful brand community [Lessonly/Seismic]
Indicators of success: Understand the key metrics for measuring the success of your customer marketing efforts.
Indicators of success: Understand the key metrics for measuring the success of your customer marketing efforts.
Chapters
Introduction
Onboarding metrics
Retention and engagement
Customer satisfaction (CSAT)
Churn
Customer lifetime value
Advocacy and wrap uo
Exam
Bonus footage: Why outcomes, not just metrics are important
Time to reflect
Fireside chat: Selecting your indicators of success [Secure Code Warrior]
Innovative approaches: Apply your learning through actionable templates and practical exercises.
Innovative approaches: Apply your learning through actionable templates and practical exercises.
Chapters
Design thinking defined
Practical applications
Exam
Bonus footage: Design thinking
Time to reflect
The what and why of storytelling
Empowering advocate storytellers
Storytelling in action
Exam
Time to reflect
Customer advisory boards: Apply your learning through actionable templates and practical exercises.
Customer advisory boards: Apply your learning through actionable templates and practical exercises.
Chapters
Introducing CABs
Exam
Bonus footage: Customer listening
Time to reflect
Marketing Science: Creating compelling and engaging content
Marketing Science: Creating compelling and engaging content
Chapters
An outline of marketing science
Loss aversion
Information gap theory and wrap up
Exam
Time to reflect
Fireside chat: What can marketers learn from psychology? [Buffer]
Ways of working
Ways of working
Chapters
Ways of working
Bonus footage: Adding a human touch to customer marketing [Fiverr, Proofpoint]
Time to reflect
Course summary
By the end of the course, you'll be able to...
Master tacticsUnderstand and implement the most up-to-date customer marketing tactics to maximize the value of your customers. |
Leverage strategiesUtilize the successful strategies employed by leading global brands to drive customer marketing success for long-term growth and revenue.
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Drive engagementLearn how to engage your customers effectively, improving retention and promoting growth. |
What's included
Content
Engaging and insightful modules designed to provide a comprehensive understanding of the customer marketing field.
Coursework
Hands-on assignments throughout the course to help consolidate your learning and apply the concepts in real-world scenarios.
Templates
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Access
100% self-paced learning, allowing you to access course materials anytime, anywhere, giving you the flexibility to learn at your own pace. You’ll also have lifetime access to the course materials.
Certification
Get officially certified upon successful completion of the course, serving as a testament to your newfound customer marketing expertise.
Experts
Fireside chats with leaders in the customer marketing domain like Gong, Seismic, and Buffer, sharing their experiences, challenges, and success stories.
Resources
A centralized resource hub, pooling scattered knowledge about customer marketing into one structured learning experience.
AI-Powered
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get this certification plus 25 others with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
Pro+ Membership$167 /month (billed annually) Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.
✅25+ courses (incl. updates and future releases)
✅Complimentary access to 1x PMM Summit every year
✅Live workshops every month
✅Exclusive content
✅100+ templates and frameworks
✅500+ hours of OnDemand video content
✅PMM mentors
✅Members-only events and community
✅PMM learning paths and toolkits
✅Ungated access to industry reports | Individual certification$1299 One off payment One-off payment and lifetime access to this accredited course.
✅Lifetime access to all course content
✅Access to all future course updates
✅Official certification if you pass the exams
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Course benefits
Up-skill in every core competency required for your role, making you more effective and efficient.
Keep abreast of the most up-to-date and successful customer marketing tactics and trends.
Apply course learnings with practical examples, insightful coursework, and ready-to-use templates.
Choose the way you want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
| In-person | Live virtual | OnDemand |
Comprehensive curriculum 19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams. |
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Official certification Official CPD & CIM accredited certification. | ✔️ | ✔️ | ✔️ |
Real-time interaction Interact with peers and the instructor live with real-time feedback. |
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Instructor-led Direct support to guide you through the curriculum from a PMM expert. |
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Role play Hands-on activities and tangible exercises. | ✔️ |
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Networking opportunities Build your network with PMMs near you and bond over drinks. |
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FAQs
What is the Customer Marketing Certified: Core course?
Customer Marketing Certified is an all-encompassing course designed to empower you with the tools, resources, and knowledge to execute effective customer marketing strategies. This self-paced program includes 12 modules, over 40 chapters, rigorous exam questions, and actionable templates. The course follows a systematic framework to guide you through every aspect of customer marketing, from understanding its role in your organization to driving strategic decisions and boosting growth. It's not just about theory, but also about giving you the confidence to implement what you learn in real-world scenarios.
Who’s Customer Marketing Certified: Core for?
This course is specifically designed for marketers, including those with the title of:
Customer Marketing Manager
Senior Customer Marketing Manager
Head of Customer Marketing
Director of Customer Marketing
VP of Customer Marketing
Senior Program Manager, Customer Marketing
Head of Customer Advocacy/Customer Advocacy Manager
But it’s also suitable for those in product marketing, marketing, and customer success.
How does Customer Marketing Certified: Core work?
The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Customer Marketing Certified!
How long will Customer Marketing Certified: Core take to complete?
You can take however long you need to work through the materials, it’s completely flexible. The course consists of 10+ hours of on-demand content, including activities and exams.
How long will I have access to the course content?
For life! A one-off payment gives you unlimited to all the course’s content.
How much does the Customer Marketing Certified course cost?
$1,299. With this investment, you'll have a blueprint for becoming a first-rate customer marketing expert. This includes 10+ hours of OnDemand course content, templates to put your theory into action, and exam questions to consolidate your learning.
What happens if I don’t pass the course exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
Get your team on the same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.