Whether you’re a persona first-timer or veteran, B2B or B2C, this course is packed with practical tips, real-life case studies, and expert advice to create, use, and roll out game-changing personas.

Course overview.

Personas have the power to make or break your customer marketing efforts. Being able to identify and segment your customers into their respective persona is a must-need skill for customer marketers as it affects everything from how you reach out, types of feedback gathering, and which products to focus on for cross-selling and upselling.

Throughout this course, we’ll be exploring quite literally every element of the persona process. From use cases to persona pre-work, interview guides to data consolidation, and company-wide communication plans to reviewals. You name it, this course has got it.

“One word. WOW!!!! And I mean WOW! I wish I had this when I built personas the first and second time. It would shorten the cycle of making them by weeks. Months.” - Igor Kranjcec, Product Marketing Lead at Lemax

A sneak peek of what's inside.

By the end of this course, you’ll be able to…

🔥 Create, build, and deliver personas that actually work.

💪 Streamline the persona process by focussing only on extracting and mining data that drives bottom-line impact.

⬆️ Take your entire company’s marketing, retention, advocacy, and other customer-focused efforts to the next level.

🎯 Get everyone in your org rallied around your personas and clearly demonstrate the tangible value they deliver.

👌 Understand where and when personas should be used and provide clear use cases to key stakeholders across the business.

💁🏼‍♀️ Show off your shiny new certificate to everyone in your network.

"This Persona certification is a must-have for ANY marketer. It's nice to say that you want to understand your audience, but having a persona strategy puts it into action." - Pat Timmons, Social Media at Drift

What’s included when I enroll?

An awful lot of bang for your buck, that’s what. Here’s a glimpse of what you’ll find inside:

👨🏼‍💻 5+ hours’ worth of course content

📹 2+ hours’ of bonus footage featuring orgs like IBM

😃 Tons of real-life case studies throughout

📝 5 optional (but recommended!) coursework tasks to consolidate your learning

✅ Marked exams at the end of every module

🛠 11 templates ready for you to use

👌 Access to all content for life

🔖 Official persona certification if you pass all the exams

"Knowing personas and their pain points drives everything from targeted messaging to tailored sales enablement and understanding the voice of the customer. This course is essential for any marketer creating personas for the first time, as well as for those refreshing and validating existing personas as the course contains a blend of theory, practical advice and best practice tips." - Louise Dunne, Product Marketing Manager at Linnworks

By experts, for experts…

Here at CMA, we’re home to one of the largest communities of customer marketers. By a long way. And we don’t let that go to waste.

P.s. If you need help convincing your boss, we've done the hard part for you here.

Don't worry, we do team rates, too.

If you're looking to get a team of three or more customer marketers certified, then speak to Tom about team rates at t.madden@customermarketingalliance.com