Relationship Marketing I

The tough economy has only heightened customers’ demands for relevance and value. Join industry thought-leader and recent Marketing Hall of Fame inductee, Ernan Roman for this new training designed to teach you the powerful 4 Step Relationship Marketing Process. You will learn proven strategies and tactics for achieving double-digit increases in customer engagement and revenue.  Companies such as IBM, NBC Universal, Microsoft, HMS National, Life Line Screening, and have achieved 10% - 35% increases in sales using this process.

You will receive detailed guidelines to help implement these proven best practices. In-depth case studies will illustrate how B2B and B2C leaders like Microsoft, Threadless, Life Line Screening, and HMS National achieved double-digit increases in response and revenue in this tough economy.

In addition to the above, new Voice of the Customer research findings regarding social media and multichannel best practices will be provided.

After completing this Relationship Marketing course, you will have an in-depth understanding of the final two steps in the 4 step Relationship Marketing Process.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in relationship marketing.

Course Outline

Step I: How to Use Voice-of-Customer (VOC) Research to Drive Your Relationship Strategies

    • Ensure that your social media, multichannel, and opt-in relationship strategies are truly driven by the needs of your customers
    • Voice of customer-driven value propositions, media mix and messages
    • How to design your VOC relationship research
    • Defining your research objectives and strategies
    • Understand how to pre-test messaging and offers in VOC research
    • Key questions you need to ask
    • Specialized questions specific to online and social media marketing
    • Who you must include in the research
    • Developing effective voice-of-customer-driven strategies based on VOC learnings.
    • Case study:
    • Life Line Screening

Step II: Create Powerful Opt-In Databases with Customer’s Self-Profiled Information

    • Differences between opt-in and “permission” marketing
    • How to develop effective strategies for your opt-in programs
    • How to create a uniquely accurate opt-in database to drive your relationship marketing
    • Learn what motivates customers to opt-in and self-profile their preferences
    • Understand what information is appropriate and not appropriate to ask
    • Learn how to deepen opt-in relationships over time.
    • Case study:
    • Microsoft

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



Ernan Roman

President, Ernan Roman Direct Marketing 

Mr. Roman is recognized as an industry pioneer. He was recently inducted into the Marketing Hall of Fame for his pioneering work in creating three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research.

Clients include innovative Fortune and growth companies such as Microsoft, NBC Universal, IBM, Disney, MassMutual, QVC, Hewlett-Packard, MSC Industrial Direct, Life Line Screening, HMS National, and Songza Media, Inc.

Ernan was named in “B to B’s Who’s Who” as one of the “100 most influential people” in Business Marketing by Crain’s BtoB Magazine.

Ernan is the author of the widely read blog, “Ernan’s Insights on Marketing Best Practices”, ( His latest book on marketing best practices is titled: Voice of the Customer Marketing: A Revolutionary Five-Step Process to Create Customers Who Care, Spend, and Stay.

Ernan’s other books include Opt-In Marketing and Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales.