User-Centric Marketing Course

Create engagement, conversions & loyalty with user-centric marketing

2h 45min | 15 lessons | 13 downloadable resources

In this course, you will learn how to:

Identify and understand your audience’s true needs and motivations.
Build marketing strategies that prioritize user experience and engagement.
Create personalized campaigns that drive higher conversions.
Use behavioral data to refine messaging and improve customer interactions.
Align marketing efforts with customer expectations to maximize impact.

English subtitles Certificate included

Trusted by marketers at

Master user-centric marketing to improve user engagement and drive results

Course Length:
2h 45min. 15 lessons.

Customers expect more than just promotions. They want meaningful experiences that feel personal. Too many brands waste budget on generic messaging that fails to connect. The strongest businesses use customer insights to create marketing that impacts, builds trust, and drives higher conversions. This course gives you the exact strategies to craft campaigns that attract, engage, and retain customers, turning audience understanding into a powerful driver of business growth.

After completing this online course on user-centric marketing, you will be able to assist your team and company with:

Develop marketing strategies that are truly customer-focused.
Create messaging that speaks directly to audience pain points.
Use customer insights to optimize campaigns and increase conversions.
Build brand experiences that improve retention and long-term loyalty.
Align marketing, product, and sales efforts around user needs.

This course is for you if you are responsible for:

Marketers looking to improve engagement and conversion rates.
Growth teams focused on user retention and customer satisfaction.
Product marketers who need to align messaging with real customer insights.
Business owners who want to create a customer-first marketing approach.
Anyone responsible for brand positioning and audience connection.

Look no further than CXL, this is the best and most recommended course you will find on User-Centric Marketing.

Join for $1,199

Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.

Course Curriculum

User-Centric Marketing

Why we need a user-centric approach to marketing

Even if you are convinced of the need for a more user-centric approach to marketing, others in your company might not be. That is why in this first lesson, Paul will lay out the case for a user-centric approach and what exactly that means. You’ll learn …

How do we start to adopt a user-centric approach

A user-centric approach to marketing starts by understanding of your audience. In this lesson, Paul will explain why traditional personas are not enough. He will tell you what questions you should be asking about your audience instead. You’ll learn: Wh …

How to better understand your audience without spending a cent

One of the significant barriers to user research is the perception that it is expensive. That is not the case, especially when starting. For a start, you will find that a lot of knowledge about your audience already exists within the company. In this l …

Building a picture of your audience using surveys

Surveys are a powerful tool in better understanding users, but we often use them in the wrong way. In this lesson, Paul will show you some techniques to extract valuable and applicable information about your audience. You’ll learn: What you should be l …

Discover the power of top task analysis

Convincing people to take action mostly comes down to answering their questions and addressing their objections. But some questions or objections are more relevant to users than others. We need to know what these deal breakers are, to make sure people …

Why and how you should be meeting your audience in person

If we want to understand people so we can persuade them, we must spend time with them. Meeting with users is essential to marketing success. In this lesson, Paul introduces you to some different approaches you can adopt to this most central of principl …

Customer journey mapping: What is it and why it can help?

What we learn about the customers from our research needs to clarified in our minds and then clearly communicated to colleagues across our organisation. Often this is done in the form of personas, but customer journey mapping tends to be a more effecti …

How to run a customer journey mapping workshop

One of the best ways of mapping the journey of customers is to run a customer journey mapping workshop. In this lesson, Paul will take you through the process of running this kind of workshop and what exactly that involves. You’ll learn: Who to invite …

How to get the most from your user research

Too many companies carry out customer research only to leave the results in a drawer somewhere gathering dust. If we are going to adopt a user centric approach to marketing we need to make sure we are using what we have learned on a daily basis. In thi …

Involve the user in your campaign design

Knowing who your users are and what they want will help create more compelling campaigns. But involving users in campaign design ensures they also strike the right tone. In this lesson Paul will teach you: How involving the user in the design process h …

How to test your campaign’s design with users

You make many decisions when planning a campaign, but how do you know if those are the right decision? That is where testing should come into every campaign. In this lesson, Paul looks specifically at how to test design mockups of things like email tem …

Reflect your customer’s mindset with Card Sorting

Your website is a crucial part of most marketing campaigns. Yet often we structure those sites around our world view, rather than the user’s perspective. If you want users to act on your website, it needs to reflect how they think. In this lesson, Paul …

Ensure website success with a prototype you can test

Building websites that support your marketing strategy can be expensive and time-consuming. If you get it wrong, it can be a costly mistake, leaving you with a site that fails to convert. That is why, in this lesson, Paul recommends building a prototyp …

Testing your websites at scale with unfacilitated usability testing

Usability testing will dramatically improve your conversion rate, but it is not without its difficulties. In this lesson Paul will explore those challenges and show you how unfacilitated remote testing might be a more practical solution for some organi …

How to refine your campaigns post launch

As marketers, we tend to move from one campaign to the next and never take the time to reflect on how a campaign is performing once launched. However, digital channels allow us to monitor how our campaign is performing and adjust it as it runs. In this …

About the expert

Paul Boag

Founding Partner @ Boagworks

Paul Boag works with an enormous range of organisations. Clients include Doctors Without Borders, UNICEF, Puma and GlaxoSmithKline. Over the past 24 years, Paul has improved user engagement and conversion rates across hundreds of sectors.

He has written five books on user experience design and digital transformation and been podcasting since 2005. He is also a non-executive director at Smashing Media, who runs one of the largest blogs on digital topics.

This online course
comes with a
Certificate

Completing this course earns you an official CXL User-Centric Marketing Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on LinkedIn that can be added to your profile.

This is what marketers said after our live workshops and courses

Derek Miller
Built on a live GTM campaign at work

“I completed my campaign engine setup for a small c real-world GTM campaign that I was working on for my job this week and presented it to my boss today… and he loved it!”

Campaign engine

Victor
B2B eCommerce platform

Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.

Campaign engine

Alejandro Serrano
Co-Founder, Feral MKT

“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”

Campaign engine

Ken Fleischer
Fractional CMO & GTM Strategist

“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”

AI visibility tracker

Manuela
Social club for people 60+, pre-launch

A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.

Campaign engine

Shannon Annarella
Senior copywriter, elective healthcare agency

“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”

Campaign engine

Tegan Heneke
Freelance Marketing Executive

“Currently I’m pulling reports from GA4, SourceWhale and Linkedin manually and giving it to Claude to create a dashboard for me so this (if I can get LinkedIn connected) will change that (Yay!)”

Reporting agent

Ilaria
Clinic management software

A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.

Campaign engine

Natalia
E-commerce & Brand Strategist

“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”

Own plugins on Marketing Brain

Kerry McDonough
AI-Forward Marketing Executive

“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”

Last cohort

Carolin
Fractional CMO practice, launching

Tested a new fractional CMO offer on her own website, using public data only.

Marketing Brain

Attallah Wilson
Marketing Communications Manager, TXI

“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”

Marketing Brain

Ben Shenk
Director of Messaging

“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”

Workflows

Murillo
Marketing agency for health clinics

Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.

Marketing Brain

Ekaterina Speckbacher
Growth Marketing Manager

“I built it on my own data, so I had to hide them. It worked pretty smoothly. I’m lucky that we use HubSpot for everything, so the integration was straightforward.”

Reporting agent

Shekhar Vaidya
Head of Digital Marketing

“Fix the brand’s own pages first (one sentence on one page is wrong on every tool), then earn the unbranded recommendations.”

AI visibility tracker

Ignacio Basello
Content Strategist

“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”

Workflows

Enmanuel Saavedra
Took the personal OS workshop

“Months ago, I took the workshop of the second brain (personal OS) at CXL in the past and helped to all my team to adopt it as well. It was a game changer.”

Earlier workshop

Maddy L
B2B ABM marketer, SaaS

“A challenge that we have internally: if somebody asked me for a campaign I ran three years ago … we do not have a single source of truth/location to satisfy that question … I like that this brief could help with our internal challenge”

Campaign engine

Alfonso von Ziegler
Founder, Mesh Creative Studios

“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”

Campaign engine

Here is what other marketers said

Free, weekly, on AI and B2B marketing.
AI changes how marketing works every week. We help you keep up and grow into the marketing engineer role: practical AI tactics, B2B playbooks, and the workflows teams are running right now.

Frequently asked questions

About CXL

What is CXL?

CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by building real work with live guidance from practitioners.

Does CXL offer AI training for B2B marketers?

Yes. AI for B2B marketing is CXL’s main focus: building AI workflows and agents for research, content, campaigns and reporting, plus visibility in AI search.

Where can I learn conversion optimization?

CXL has trained marketers in conversion optimization and experimentation for over a decade, covering customer research, A/B testing, landing pages and testing statistics.

Plans

What is the difference between the monthly, quarterly and annual plans?

The main differences are the billing period and access to live courses:

Annual: On-demand courses plus live courses, including new live courses throughout the year. Billed annually and offers the best value. Includes a 7-day refund window.

Monthly: On-demand courses only. Billed monthly.

Quarterly: On-demand courses only. Billed every 3 months at a lower monthly rate.

Quarterly and monthly plans are not covered by the refund policy. However, you can reach out to Support if you’d like to remove the automatic renewal.

What is the difference between the individual and teams plans?

Individual plans are designed for one learner.

Team plans are available for 2 or more people and include additional tools to help manage learning across your team, including:

Track learning progress and engagement.
Invite and manage team members.
Create learning roadmaps for individual users.

What is included in the subscription plan?

All subscription plans include:

80+ certifiable B2B marketing courses and Minidegree programs.
Certificates that can be added to LinkedIn.
Progress tracking.

Are live courses and workshops included?

Live courses and workshops are included on annual plans. Monthly and quarterly plans cover the on-demand catalog and every Minidegree.

Can I switch plans later if I want to?

Yes. You can change between Monthly, Quarterly, and Annual billing plans.

If you would like to move from an individual subscription to a team plan, please contact our Customer Success team via live chat and we’ll be happy to help.

What is the difference between the Marketing Engineer cohort and the subscription?

The Marketing Engineer cohort is 8 live weeks, starting 11 January with setup. You build a working marketing system and get certified on it, not on attendance. It comes with the annual subscription.

The subscription gives you access to our library of 80+ B2B marketing and AI courses. The annual subscription also includes every live cohort and new live workshops every month.

Does the Marketing Engineer cohort include access to the full CXL course library?

Yes. The cohort comes with the annual subscription, which includes the 80+ on-demand courses and every minidegree.

It also includes every live cohort in your year, the community and every update to the systems you build.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

Can I pay in my own currency?

All of our products are priced in USD currency. We have established a system where you can pay in your local currency.

User-Centric Marketing Course