Step 1: Know Your Customers

Module 1: Customer-Centric Marketing

“Marketers Beware: It's not about you! Learn to put your customers first.“

 

LEARN

  • Learn how putting your customers at the center of everything you say and do will ultimately grow your business.

LESSONS

  • The difference between "you-centered" vs. "customer-centered" marketing.

  • Common mistakes to avoid.

  • A simple acronym: SIVA.

  • Using customer journeys to organize your marketing.

FRAMEWORKS/TOOLS*

  • Customer Journey Map

    * Includes real world examples to see how others got it done.

 

Module 2: Customer Segmentation

“You can’t be all things to all people. Learn how to identify high value customer segments to grow your business.”

 

LEARN

  • Learn how to divide customers into meaningful, measurable and actionable groups.

LESSONS

  • Why segmentation is the right way to go.

  • All the different ways you can define segments.

  • Serving segments better than anyone else.

  • Grow your business by growing your segments.

FRAMEWORKS / TOOLS*

  • Market Segmentation Framework

    * Includes real world examples to see how others got it done.

 

Module 3: Customer Engagement

“Don't interrupt your customers! Learn how to find the right time/right place to engage with them.”

LEARN

  • Learn the technique known as Persona Building to identify "Marketing Moments of Truth" for your business.

LESSONS

  • Meet your customers-- the real people behind your business transactions.

  • Build a day in the life of your customers.

  • Identify when you’re welcome and when you’re interrupting.

  • Look for common ground among different personas.

FRAMEWORKS/TOOLS*

  • Day in the Life Template

    *Includes real world examples to see how others got it done.

 

Module 4: Customers and Communities

“Mass vs. direct marketing: you need both! Learn to engage with customers as individuals, in communities and culture.”

LEARN

  • Learn the perfect blend of mass, community and direct marketing for your business.

LESSONS

  • Make each customer feel special.

  • Give customers social currency to share with their communities.

  • Become a part of the cultural conversation.

  • Balance all three dimensions of marketing.

FRAMEWORKS/TOOLS*

  • 3D Customer Map

    *Includes real world examples to see how others got it done.