Achieve Excellence With Your Relationship Marketing II | School of Marketing | ANA

Achieve Excellence With Your Relationship Marketing II

Today’s demanding B2C and B2C customers expect quality relationships with trusted brands. This course is designed to provide real world guidelines to help you achieve competitively differentiating relationship marketing (RM) strategies and actions at 7 critical points in the customer lifecycle. Based on learnings from this course, marketers will be able to achieve the high levels of effective, authentic, and scalable relationship marketing that according to research, is missing from today’s marketing. The relationship marketing research findings are based on in-depth interviews with customers of innovative brands such as IBM, Microsoft, QVC, Gilt, Shinola, 10x Genomics, Kerry Group, and MSC Industrial. This course will provide you with a better understanding of the strategies and actions, based on deep Voice of Customer (VoC) research, that will help you to drive significant increases in response, engagement, and repeat purchases.

This course has two parts — Part I and II — and is organized to provide you with the essential tools to transform your relationship marketing.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

This course is designed for the following B2B and B2C levels:

  • Marketing Executives and Managers
  • Customer Experience, Relationship Marketing, and Loyalty Executives and Managers
  • Sales Executives and Managers
  • Product Managers

Learning Objectives

  1. Learn five requirements for high impact omnichannel engagement as a cornerstone for personalization
  2. Understand why today’s personalization is not effective
  3. Shift from inferential data, to true opt-in, preference based, explicit data-driven personalization
  4. Show how to achieve effective and scalable relationships across 7 critical points in the customer lifecycle

Find out what you will learn from instructor Ernan Roman in the video below.

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

This course was last updated on August 31, 2020.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



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.