Level-Up Your CRM Marketing Strategy Skills with the CRM Marketing 2.0 Strategy Course
In the age of Agentic AI and lifecycle journeys built with a prompt, the key skills needed to succeed will be (1) CRM Marketing Strategy (2) Prompt Engineering.
This course gives you the skills you need to excel.
1,500+ Students, here is some of the feedback
⭐⭐⭐⭐⭐
Melissa Malcolm
"I lead engagement strategy at a marketing agency and am often asked for case studies and best practices to win or grow client business. This content is rich with relatable examples and proven frameworks that can translate across functions and verticals. I consider it my cheat sheet for years to come. Can’t recommend enough. "
⭐⭐⭐⭐⭐
Matt Ramsden
"Tom helped upskill our retention department during a large period of transformation. His passion for retention and depth of industry knowledge had a big impact on the team and this immediately translated into business impact."
⭐⭐⭐⭐⭐
Alec G.
"It's excellent, packed with valuable insights and practical takeaways."
⭐⭐⭐⭐⭐
Darren Kunar
"..powerful guide through the complexities of managing customer relationships. Its simplicity makes it incredibly easy to follow...The resources provided are user-friendly, adding practicality to the learning experience, making it a valuable asset for anyone seeking effective CRM strategies."
."
⭐⭐⭐⭐⭐
Tobey Bonney
"With 9 years of CRM experience, I wasn't sure how much I would gain from this course, however I have to really give Tom praise for what he has done here and would recommend to CRM professionals, whatever their level."
⭐⭐⭐⭐⭐
Anon.
"I have worked in CRM for many years and this course has given me more information on the strategic framework in 1.5 hours than I've picked up in my previous roles."
Whats included in the CRM Marketing 2.0 Strategy Course:
✅ 15+ strategy techniques you can immediately apply into your business
✅ 68 niche AI tools CRM Marketers need to know
✅ 8 exercises to apply what you have learnt
✅ 2 hours, 20 minutes of on demand video
✅ 11 techniques for writing great headlines
✅ 32 behavioural science techniques
✅ 7 CTA tips and do's and don'ts
✅ 62 case studies to inspire you
✅ 10 explainer copy techniques
✅ 51 brand examples to copy
✅ 11 learning modules
Buy now for $149
BUY NOWModule 1 - Definitions
This brief introductory module covers what CRM actually is including its data driven and creative nature. The module discusses the focus on commercial impact which can be generated both by direct conversion activity, as well customer experienced focussed CRM initiatives that support customers on their journey.
Module 2 - Measuring CRM Marketing
This module covers covers how to measure not just the impact of one off campaigns, but your entire program, this gives you the tools you need to prove your impact to stakeholders in dollar value terms. The module also covers how to fast track experimentation to drive rapid results.
Module 3 - Moments of Truth
In any business there are key aspects of the relationship that can make or break retention. These are moments of truth. CRM Marketing alone does not drive retention, but handled well CRM Marketing can have a huge impact on moments of truth. This module includes the customer value realisation process, 7 case studies and how to understand customers at moments of truth in order to optimise CRM Marketing.
Module 4 - Audiences / Targeting
This module details (a) how to understand customers leveraging explicit, implicit & 3rd party data and (b) how to combine that with audience research to (c) create avatars that allow you to develop CRM Marketing that resonates for segments that are identifiable in your customer data sets.
Module 5 -Lifecycle Programs
This module provides step by step guidance on how to build lifecycle programs that align both audience insights and business objectives to enable the creation of CRM Marketing programs that work across all moments of truth.
Module 6 -Onboarding
This module provides provides proven techniques to optimise onboarding. This stage is critical for almost all businesses and CRM Marketing plays a vital role. There are 10 principles to help you maximise the impact of your onboarding programs, plus 12 case studies.
Module 7 -Creating Habit
This module covers proven principles for making your brand the default choice with CRM Marketing including 16 case studies.
Module 8 -Customer Love
NPS leaders outperform the market. Its proven, customer centricity works. But not all companies operate from a customer centric viewpoint. As a CRM Marketing leader you can build customer love programs that drive customer affiliation and as a result commercial impact. For some this will allow you to raise your profile and drive the charge towards customer centricity at your business and even if you don't you will have an exceptional CRM Marketing customer love program that drives incremental value for your business. This module explains how to build a customer love CRM Marketing program, with 7 principles and 14 case studies.
Module 9 -Behavioural Science
As human beings we think we consider every decision we make, but the fact is we simply don't have capacity to think through the pros and cons of every single decision. As a result in CRM Marketing in order to drive desired commercial outcomes, it is key to get customers to that 'feels right' decision. This module is the longest of the course and includes 32 behavioural science techniques you can immediately implement in your CRM Marketing programs, with 32 case studies to match. People are paying thousands of dollars for courses covering just the principles in this module and with this course, you can directly apply proven behavioural science principles straight into your CRM Marketing initiatives.
Module 10 -CRM UX
CRM Marketers are choice architects, we design the context in which our customers make decisions. Design really does matter, so does copy. Its not subjective, sure there is creativity, but there is also science to how to write a subject line, headline, explainer copy and call to action. This is all based on how we engage in email, push, whatsapp and landing pages. This modules gives you the tools to build great CRM marketing creative that resonates and works.
Module 11 - AI
The AI landscape for CRM Marketing is massive and there are litteraly hundreds of tools out there. This module breaks down the 68 niche AI tools CRM Marketers need to know.
With a future which will undoubtedly be driven by AI, one of the fundamental skills required as a CRM Marketer will be prompt engineering. This module provides detailed, expert guidance on how to write prompts that provide exceptional copy and imagery using ChatGPT and Midjourney. This modules enables you to create copy that is perfectly aligned to your brand tone of voice and visuals that are aligned to what is in your minds eye.
There is also a look to whats coming for CRM Marketing in 2025 with examples of technology where entire journeys are built with a prompt, as well as a discussion of predictive AI and its benefits too.
Buy now for $149
BUY NOW
Your Instructor: Tom Burrell
In my career, I have been a CRM marketing team member, a Head of CRM, consulted with many Heads of CRM and progressed to leading the biggest retention and CRM team in Europe, including Heads of Retention Strategy, Customer Value Management, CRM Technology, Retention Analytics and Heads of CRM.
Check me out on LinkedIn to learn more about my experience.
⭐⭐⭐⭐⭐
Michael Lavoie
"Very relevant content presented in a clear and simple framework. The presenter's knowledge and experience are evident, but more importantly the content is presented in a logical format making it easier to apply. A nice balance of strategic guidance and actionable recommendations."
⭐⭐⭐⭐⭐
Patrick Zurcher
"This course is well structured and does an amazing job of breaking down CRM Marketing in an understandable way. Tom explains concepts and procedures (e. g. how to do proper research, testing, and analytics) more comprehensively than any other marketing course I've taken.."
⭐⭐⭐⭐⭐
Lawrence H.
"An excellent course. A go-to for anyone looking to set up an effective CRM programme from scratch, or optimise existing communications to maximise ROI. Very clear and easy follow.."
What is a Mastermind? A Mastermind is a small group of leaders focused on a similar challenge who meet regularly to share experiences and learn from each other. In this case, it will include C-Suite, Senior, Retention, CX, or other business leaders or consultants focused on optimising customer retention.
What will the Retention Coach Mastermind include?
- Monthly retention deep dive calls with guest Retention Leaders at the world's biggest brands, sharing what they have done to scale retention-led growth, with leaders from Netflix, Spotify, Amazon, Duolingo, Nike and more covering all aspects of retention from CRM Marketing, to Product, Customer Service, Fulfilment and more. Mastermind members will be able to quiz these leaders directly.
- Talks from world famous academic retention leaders in the realms of customer experience, CRM Marketing and Customer Lifetime Value.
- Access to my video-on-demand Retention Mastermind training program covering topics such as how to optimise retention by focusing on moments of truth, CLV, Onboarding, cancellation journeys, engagement strategies, cross-vertical learnings and more.
- Monthly deep dive calls & live QA examining different aspects of the Mastermind training program.
- Weekly challenge calls, where we dive deep into a specific problem one member is facing and open the floor to resolve it.
- Community - post and comment, and get feedback in a safe space.
- Annual networking dinner in London or New York.
- Access to monthly 1-1s and always on WhatsApp with me to help unlock your retention challenges.
- Access to my 5-star CRM Marketing course. Remastered for 2026.
- Cost: circa $10k USD per year (membership numbers strictly limited to ensure members are able to have their voices heard and questions answered).
- Launching in 2026, join the waiting list to be kept informed of enrolment windows
Who This Program Is For
Designed for professionals who own customer growth and retention:
- CRM & Lifecycle Marketers
- Subscription Founders & Growth Leads
- Email & Retention Specialists
- Marketing Automation & CX Leaders
- Consultants and Agencies offering CRM services
After This Course, You’ll Be Able To:
🚀 Turn raw CRM data into high-value segments using AI
→ Generate real-time behavioral segments, risk groups, upsell cohorts, and purchase-intent clusters.
🎯 Design AI-powered customer journeys that adapt to behavior
→ Map onboarding, activation, reactivation, and loyalty flows using AI to personalize timing, message, and channel.
🔁 Predict and reduce churn — before customers leave
→ Use AI to detect silent churn risk, craft psychology-based interventions, and trigger messaging automatically.
🧠 Use AI as a retention strategist, not just a copy generator
→ Get AI to determine why customers churn, when to intervene, and which message style is most effective.
📈 Report retention impact to stakeholders with AI-generated dashboards
→ Track lift in LTV, subscription length, and engagement — and show ROI instantly.
Course modules:
- AI Foundations for CRM
What’s AI good at and not good at in CRM?
- How AI transforms segmentation, personalisation, lifecycle design, and retention.
- Understanding predictive churn, LTV modelling, and message optimisation in plain language.
- The new workflow: humans for strategy, AI for execution.
- Real-world examples
- Turning CRM Data into Actionable Segments
AI-powered segmentation without needing a data science team.
- Using AI to create behavioural personas, churn risk tiers, and lifecycle clusters.
- Extracting value from purchase history, usage patterns, support tickets, and survey data.
- Building segmentation prompts: giving AI the proper context, data, and intent.
- Practical exercise: Upload a CSV of customer data, and use AI to extract high-buying-risk segments.
- AI for Personalised Lifecycle Messaging
Where AI delivers the most significant impact in CRM content:
- Crafting dynamic onboarding flows, win-back campaigns, and upsell triggers.
- Building message frameworks (PAS, Jobs-to-Be-Done, behavioural nudges).
- AI prompts to generate context-aware email and SMS sequences at scale.
- Worksheet: Create a full 5-touch reactivation journey using AI in 20 minutes.
- Designing AI-Enhanced Customer Journeys
Moving beyond copy generation into strategic orchestration.
- Mapping emotional, behavioural, and transactional milestones.
- Using AI to identify “moments of truth” in your customer lifecycle.
- Creating branching journeys: if users don’t engage, convert, or value-realise.
- Case study: Subscription app extends average subscription length by 22% by fixing one moment-of-truth.
- AI for Predictable Churn Reduction
How to predict who will leave—before they leave.
- AI-aided churn scoring techniques without complex models.
- Detecting weak engagement, silent dissatisfaction, and poor activation pathways.
- AI-designed churn intervention messages based on behavioural psychology.
- Prompt kit
- Testing, Optimisation & ROI Tracking with AI
How AI turns CRM testing into a retention engine.
- Designing quick A/B, multivariate, and message-path tests.
- AI for predicting winning variants and summarising results.
- How to measure retention lift, LTV impact, and campaign profitability.
Dashboard exercise: Build a lightweight CRM performance dashboard using AI.
Bonus assets:
- 20 AI prompt templates for segmentation, lifecycle creation, messaging, and churn recovery.
- 5 full campaign templates (onboarding, upsell, win-back, loyalty, referral).
- Retention scorecard worksheet.
- CRM AI automation tech stack
- Certificate of completion (credibility and shareability).
Learning Format That Works at $199
- Video lessons (10-20 minute practical sessions) - take the course on your own time.
- Practice briefs using real CRM datasets.
- AI prompt library (customisable for Mailchimp, Klaviyo, HubSpot, Braze etc).
- Expert case studies (real results, not theory).
- Community discussion space for Q&A.
What Learners Walk Away With
By the end of the course, participants should be able to:
✔ Use AI to turn CRM data into strategic lifecycle segments.
✔ Build full lifecycle journeys: onboarding, upsell, retention, win-back using AI.
✔ Predict and intervene in churn using message timing, behaviour triggers, and psychology-based AI actions.
✔ Measure retention impact and confidently report on CRM ROI using AI.
Try the Retention Blueprint Newsletter
Every Friday, get a free checklist, case study, proven method, system or technique to drive retention-led growth. Join The Retention Blueprint 📩 FREE
