Free course · Term starts 9 November
Welcome to the School of CRM
As marketers, our CRM is one of the most valuable things we have. It’s where our customers live: who they are, what they do, what they buy and what they ignore. Used well, it can make or break a business.
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And yet it’s so often the thing we touch least.
At best, we have access but don’t do much with it. At worst, we don’t have access at all. There’s always a shinier campaign to chase, so the CRM gets pushed to “next quarter”. Again.
Well, that changes now.
We’ve partnered with Customer.io to produce this free course for you. Twelve lessons, each no more than ten minutes, take you from getting your data in order to building a CRM that grows with you. All capped off with a Q&A webinar.
Sign up and find your syllabus below. School’s in session!
- 12bite-sized lessons
- 4weeks, three lessons a week
- 10 minor less per lesson
- LiveQ&A webinar to finish
- Freefor everyone, thanks to Customer.io
Why now
Why the School of CRM? Why now?
AI has fundamentally changed what we can do with our customer data. Personalisation that used to need a data team and a six-month roadmap is now within reach of a team of one.
But AI is only as good as what you feed it. And between messy spreadsheets, half-built automations and a newsletter that goes to everyone, there’s a gap between what our CRM could do and what it actually does.
That gap shows up in the numbers that matter: the leads who never convert, the first-time customers who never come back, and the subscribers who quietly drift away because nothing we send feels like it was meant for them.
So, we got together with the very lovely people at Customer.io and thought… “shall we do something about that?”
And so we have. Twelve lessons to help you build a CRM marketing strategy that actually works. You might be a team of one who’s inherited a messy database, or part of a lifecycle team looking to sharpen up. Either way, there’s something here for you.
Ten minutes a lesson. Learn at your desk, or on the train, or on the sofa with a cuppa. Welcome to the School of CRM!
- Journeys
- Triggers
- Channels
- Planning
- AI
- Segmentation
- Analysis
- Data
- Guardrails
- List growth
- Kindness
- Nattering
- Q4
- Year end
The syllabus
Twelve lessons, four weeks, one live webinar
A focused theme each week: foundations, putting them to work, facing the fears, then what’s next. We bring it all together with a live session.
Week one
CRM foundations
- Welcome to the School of CRM
- Getting your data house in order
- Segmentation beyond demographics
Week two
Putting your CRM to work
- Mapping the journey people actually feel
- Proving it: from opens to outcomes
- Tracking across every channel
Week three
Facing the fears
- “I don’t want AI near our CRM” (and other very normal fears)
- Getting the benefit without giving up control
- Getting your data actually clean
Week four
What’s next
- Where AI in CRM is heading next
- Building a CRM that scales with you
- The wrap-up and the live webinar
The staff room
Your teachers
The people guiding you through the syllabus.
Philippa Warren
After years mastering B2B SaaS lifecycle strategy, Philippa joined Customer.io to shout about the tech that makes memorable marketing happen.
Joe Glover
Co-founder of The Marketing Meetup. Joe will be honest with you: TMM hasn’t fully mapped its own customer journey yet either. So he’ll be rolling up his sleeves and learning right alongside you.
The Customer.io team
We’ll bring members of the fab Customer.io team in for lessons throughout the school, giving a proper all-round perspective on CRM!
Enrolment is open
Ready to enrol in school?
Pop your details in below and your first lesson lands on 9 November.
Questions
FAQs
What people tend to want to know!
How does it actually work?
It all happens by email. Twelve short lessons land in your inbox over four weeks, three a week, about ten minutes each, each with one clear thing to try. No logins, no portal to forget the password to. We finish with a live webinar.
Who is it for?
Anyone who owns, uses or quietly worries about their company’s CRM. You might be a solo marketer who’s inherited a messy database, or part of a lifecycle team that wants to sharpen up. Either way, you’ll get something out of it, and you don’t need a technical background.
Is it really free?
Yes, really. Customer.io have made it possible, which is how we’re able to keep it free for everyone.
How much time will it take?
Around ten minutes a lesson, three lessons a week. Call it half an hour a week, plus the webinar at the end if you can make it.
Can I go at my own pace?
Absolutely. The lessons live in your inbox, so you can binge them, save them for a quiet Friday or come back to them later, and we’ll send the webinar recording to everyone who signs up.
Our partner
Free, thanks to Customer.io
Customer.io helps businesses send messages people actually want to get.
It’s a customer engagement platform that brings your data and your messaging (email, SMS, push and in-app) together in one place. That means you can build automated journeys based on what people actually do.
Honestly, they’re wicked.
School’s in session
Term starts 9 November
Sign up and see the full syllabus above. No test, nothing to commit to, and it’s free.
- 12 micro-lessons, fundamentals to advanced
- Under ten minutes each
- Delivered over four weeks
- Capped off with a live Q&A
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