Mastering Crm Marketing:

How to use CRM marketing, AI and Marketing Automation to maximise sales, loyalty and advocacy.

What you'll learn

To learn how to use CRM marketing to drives sales, increases engagement, improve loyalty and drive advocacy.

To learn how some of the worlds biggest brands approach CRM marketing, marketing automation and leverage AI to deliver programs that maximize results.

To learn how to build a comprehensive, highly personalized customer lifecycle marketing program tailored to the specifics of your business .

To learn how to execute highly personalized CRM marketing programs at scale, optimize, iterate and maximize performance.

At the end of this course, whatever your current level of experience, you will be able to build a CRM marketing program that maximises results.

Requirements

No CRM marketing experience required.

Description

Many organizations, simply leverage CRM marketing to send an email or push message when they have something they want to sell. We have all subscribed to email lists, where you are constantly bombarded with messages about whatever the brand wants to sell us. Sometimes it is useful, but quite often it misses the mark and that is reflected in declining open rates, click thru rates and transactions. It can also often result in a customer opt outing out of receiving your messages, the biggest enemy of any CRM marketer. Unfortunately, this is how a lot of businesses approach CRM marketing. They push out a sales message to everyone on their list and hope for the best! And they think they are doing well because they are driving a revenue upside, often small, sometimes even 2-1, 3-1 ROI in some cases. However there is a much smarter way to approach CRM Marketing, an approach that can deliver 10,000%+ ROI and potentially millions of dollars in incremental revenue. Organisations that maximise results from CRM marketing know 3 key things are critical:1. Understanding different types of customers using data and research.2. Focusing on what these different types of customers need as their relationship with your brand evolves along the customer lifecycle.3. Creating relevant content and communications that reflect both the customers profile, interests and mindset and their stage in the lifecycle. This where personalization, generative AI and predictive AI comes in. This is an extremely practical course and provides CRM marketing students of all levels the tools required to deliver world class CRM marketing programs that maximise results.

Overview

Section 1: Introduction

Lecture 1 Introducing the Instructor

Lecture 2 What CRM Marketing is and what you will get from this course.

Lecture 3 Why CRM marketing is important

Lecture 4 How leading organizations leverage CRM Marketing to drive results

Section 2: Creating the CRM Marketing framework

Lecture 5 CRM Marketing Framework Overview

Lecture 6 Defining Lifecycle Stages

Lecture 7 Defining Business Objectives by Life-stage

Lecture 8 Defining Customer Mindset by Segment

Lecture 9 Qualitative Research

Lecture 10 Quantitative Research

Lecture 11 Customer Data Analysis

Lecture 12 Talking to teams

Lecture 13 Bringing it all together

Lecture 14 Defining CRM Marketing Approach

Section 3: Building Customer Journeys

Lecture 15 Bringing the framework to life

Lecture 16 Configuring Journeys in Marketing Automation software

Lecture 17 Email marketing creative best practice

Lecture 18 Push and SMS messaging best practice

Lecture 19 Managing Communications frequency

Lecture 20 Using Generative AI to drive hyper personalization at scale

Lecture 21 Leveraging AI For data decisioning

Section 4: Measurement

Lecture 22 Key Performance Indicators

Lecture 23 ROI calculation

Lecture 24 Testing & Continuous Improvement

Section 5: Conclusions

Lecture 25 Conclusions and closing remarks

Beginners / Students / Junior Marketers / Mid level Marketers who want to learn fast how some of the worlds biggest brands drive the best results from CRM marketing and be able to apply the approaches quickly in their business context,Entrepreneurs looking for best practice techniques to get started quickly and effectively in CRM marketing.,Mid level or more experienced marketers (e.g. Snr CRM Mgrs / Heads of CRM / Marketing Directors / CMOs) whose CRM programs are not working as well as they would like / are under pressure to maximize results and want to put more insight and structure around their programs, but don’t know where to start.,High performance CRM marketing strategy course, leveraging techniques used by some of the worlds leading brands - however despite being leveraging sophisticated techniques, this does not mean it is not appropriate for those starting out in their marketing career or those brand new to CRM marketing, it will simply enable students to fast track performance.