Relationship Marketing II

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 II 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 III: How to Use the 5 Principles of Multichannel Marketing

    • How to use the 5 Principles of Multichannel Marketing to consistently achieve a double-digit response
    • Deploying at least 7 components of your media mix with precision timing and synchronization
    • Learn how to achieve precision integration of social and multichannel media
    • Leveraging the value and power of each component in your social and multichannel mix
    • Understand how to leverage pre-sale versus post-sale customer lifecycle strategies 
    • Case study

Step IV: Increasing the Power of Your Online and Social Media Marketing

    • Radical differences between traditional “push” marketing versus social media “engagement and conversation” marketing
    • Important guidelines and check-lists from best-in-class social media marketers, such as AmEx OPEN, Threadless, Ford, Coca-Cola and Starbucks regarding how they increased traffic, visibility, word of mouth, and sales
    • How to significantly increase website traffic
    • Achieving unprecedented engagement with customers and prospects via conversations and community, versus sales pitches
    • Driving powerful word-of-mouth referrals
    • Learn how to deliver the best social media and online customer experience
    • Learn proven emarketing best practices from industry leaders
    • Case studies

Estimated Length of Completion

Approximately 67 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.