Convince
your boss
Download
your brochure
Implement a customer marketing
program with confidence
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Brought to you,
in partnership with...
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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
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
Our stats
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“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
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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.
Your
leaders
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Bree Bunzel
Bree collaborates with hardworking, enjoyment-prioritizing teams. She drives growth by humanizing work through customer success, innovative products, and campaigns promoting enlightened working. Over 12 years, she's translated passions into action: cultivating customer empathy, crafting campaigns for business success, building global authentic brands. With marketing, product, project management experience, she excels in fast-paced environments driving client acquisition, brand relevance, and engagement across industries. Personally, Bree values writing, creativity, Asian activism, community, and is committed to DEI, philanthropy, fitness, cooking, philosophy, and embracing technology.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Jane Menyo
Jane Menyo is a seasoned marketing leader renowned for her expertise in crafting customer-centric strategies and data-driven journeys. With a keen focus on integrated marketing campaigns, she excels in captivating audiences and propelling business growth. Jane's passion lies in constructing meaningful customer journeys that drive substantial value while fostering engagement that cultivates brand advocates. With a wealth of experience and a commitment to excellence, Jane is dedicated to delivering impactful marketing solutions that resonate with audiences on a profound level.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Sai Chavali
Saikrishna is a seasoned storyteller and marketing strategist with a passion for simplifying the lives of Information Security professionals, salespeople, and product managers. Currently at Cloudflare, Sai drives growth for Application Security products, cultivating awareness, interest, and revenue. With a background in product management, Sai has crafted Application Security solutions at Veracode and leveraged the web's potential in digital search advertising. Renowned for enhancing marketing processes, fostering team collaboration, and achieving substantial revenue growth, Sai embodies excellence in the industry.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Phill Agnew
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
Engaging and insightful modules designed to provide a comprehensive understanding of the customer marketing field.
Hands-on assignments throughout the course to help consolidate your learning and apply the concepts in real-world scenarios.
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
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.
Get officially certified upon successful completion of the course, serving as a testament to your newfound customer marketing expertise.
Fireside chats with leaders in the customer marketing domain like Gong, Seismic, and Buffer, sharing their experiences, challenges, and success stories.
A centralized resource hub, pooling scattered knowledge about customer marketing into one structured learning experience.
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.
Get this course 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.
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
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.
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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
New way
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:
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Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
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.
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.
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!
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.
For life! A one-off payment gives you unlimited to all the course’s content.
$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.
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...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
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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
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
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
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
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