Implement a customer marketingprogram 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.
Enroll now
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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. 

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

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]

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]

Chapters

  • Tips and best practices
  • Article: Retention and cross-selling
  • Time to reflect

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]

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]

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

Modules

  • Introducing CABs
  • Exam
  • Bonus footage: Customer listening
  • Time to reflect

Modules

  • 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]

Modules

  • Ways of working
  • Bonus footage: Adding a human touch to customer marketing [Fiverr, Proofpoint]
  • Time to reflect
  • Course summary
Introduction to customer marketing

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

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

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

Chapters

  • Tips and best practices
  • Article: Retention and cross-selling
  • Time to reflect
Advocacy and community

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

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

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

Modules

  • Introducing CABs
  • Exam
  • Bonus footage: Customer listening
  • Time to reflect
Marketing science

Modules

  • 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

Modules

  • Ways of working
  • Bonus footage: Adding a human touch to customer marketing [Fiverr, Proofpoint]
  • Time to reflect
  • Course summary

Our stats

10+
Hours of content
12
Modules
50+
Exam questions
20
Templates
1
Coursework tasks

“Absolutely loved this course. I am new to Customer Marketing, and my organization has never had a Customer Marketing role before. My VP set training budget aside for me, so I used it for PMA's Customer Marketing certification and it has left me with tons of ideas, the data of why those ideas are valuable, the resources to execute those ideas, and the excitement to get started. I absolutely recommend this course and will be pointing my Marketing colleagues to PMA to find certifications relevant to their roles.”

Carolyn Alex

Customer Marketing Specialist

“Really insightful and easy to dig into it at the same time; really appreciated the proposed flow of the course and the teachers. A big plus also to all the Fireside chat!”

Tiphaine Coupel

Senior Customer Marketing Manager

“Course was very good. Expert interviews; Many practical examples.”

Claudia Erb

Senior Marketing Lead SaaS

Download
your brochure 

Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program
5 star ratings from:

Your
instructors 

By the end of the course
‍‍you'll be able to...

Master tactics

Understand and implement the most up-to-date customer marketing tactics to maximize the value of your customers.

Leverage strategies

Utilize the successful strategies employed by leading global brands to drive customer marketing success for long-term growth and revenue.

Drive engagement

Learn how to engage your customers effectively, improving retention and promoting growth.

What's
‍‍included  

01
Content

Engaging and insightful modules designed to provide a comprehensive understanding of the customer marketing field.

02
Coursework

Hands-on assignments throughout the course to help consolidate your learning and apply the concepts in real-world scenarios.

03
Templates

Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.

04
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.

05
Certification

Get officially certified upon successful completion of the course, serving as a testament to your newfound customer marketing expertise.

06
Experts

Fireside chats with leaders in the customer marketing domain like Gong, Seismic, and Buffer, sharing their experiences, challenges, and success stories.

07
Resources

A centralized resource hub, pooling scattered knowledge about customer marketing into one structured learning experience.

08

09
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 access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Engaging with Personas

B2B user persona example

B2B buyer persona example

B2C buyer persona example

B2B persona questions

B2C persona questions

B2C persona questions

Onboarding framework

Customer experience map

The DNA of a Customer Marketer

Customer retention survey...and more!

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

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

Subscribe to Pro+
Individual certification
$1,299
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

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.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

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.

Trusted by teams including:

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

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?

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.

Students like you
‍‍always love...

Product Marketing Certified: Core

Already taken by thousands of product marketers and trusted by the largest companies in the world, learn the A to Z of product marketing with our fully self-paced and only CPD and CIM-accredited product marketing certification.

Customer Advisory Board Certified Masters

Learn how to run and perfect your Customer Advisory Board from an expert in the field, understand your audience and boost your revenue.

Storytelling Certified Masters

Learn how to create an actionable storytelling framework and captivate your audience through product stories that sell.

The PMMC
framework

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The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.