Dino Myers-Lamptey and Lee Henshaw

Learn the basics of constructing marketing plans that put the customer first in everything you do. 

Cohort 1

Learn how to measure and strengthen your company's customer-obsession using the MORTN Scale.

Marketing for Startups Masterclass 

Cohort 2

Cohort 4

Cohort 3

Cohort 5

Cohort 6

Cohort 8

Cohort 7

How to use the AI marketing workflows that CMOs expect in 2026 across market research, marketing strategy and tactical execution

Marketing Strategist & Agency Founder

Dino Myers-Lamptey

Marketing Entrepreneur & Author

Lee Henshaw

The Marketer in The Loop  - AI Marketing Certification

Head of Digital

Chief Marketing Officer

Marketing Director 

Head of Brand/Marketing

Customer Marketing Manager

Unemployed

Copywriter & SEO Specialist

Product Marketing Lead

Founder & CE0

Production Manager

The Marketer in The Loop is an AI marketing certification designed for marketers who want to secure a new role, a pay rise or a promotion in 2026.Let us teach you how to apply AI workflows confidently across market research, marketing strategy and tactical execution, reflecting what CMOs expect from their marketing teams in 2026.Recent employment data, industry research and hiring behaviour all point in the same direction: people in mid- to senior-level marketing roles are expected to have a working knowledge of multiple AI workflows.Within companies, CMOs are increasingly delegating the implementation of AI workflows to their leadership teams, expecting fluency rather than experimentation.And industry bodies and consultancies such as WARC, McKinsey, and BCG have also noted that, in 2026, marketing teams are expected to use AI to deliver more effective and efficient campaigns with fewer people.The Marketer in The Loop exists to meet those expectations. Our course is designed for marketers who want their AI skills recognised and certified in 2026.

AI workflows are changing how marketing gets done 

Measure customer obsession and run credible synthetic market research

Work with targeting and positioning decisions using AI

Define strategic direction using repeatable AI workflows

Repurpose marketing knowledge and creative assets using AI

Create and test marketing assets before launch

Understand the ethical risks of using AI in marketing

For marketers who own research, strategy and campaign delivery and are ready to take on more responsibility.

For marketers managing teams or agencies who need to apply AI with confidence across diagnosis, strategy and execution.

For senior marketers preparing for their next role, where AI fluency is now expected, not optional.

In just two weeks, you’ll learn the marketing essentials every founder and startup team needs to grow a business that customers want and investors back. You'll learn how to:Diagnose your marketCreate a marketing strategyApply the 4 key tactical levers: product, price, promotion and place This is our fourth masterclass, built on our experience delivering Lightning Lessons to over 850 founders and startup teams. WEEK 1 – DIAGNOSIS &amp; STRATEGYCustomer Obsession: Learn why "you are not the customer" and how to build a business around what your customers really needMarket Research: Learn to uncover actionable insight and validate assumptionsSegmentation: Cut your market into manageable, profitable chunksTargeting &amp; Positioning: Decide who to target and how to stand outObjectives: Set clear, measurable goals using your bespoke purchase funnel WEEK 2 – TACTICAL EXECUTIONProduct: Use the Jobs to be Done theory to build what customers actually needPrice: Understand value-based pricing and apply practical pricing frameworksPromotion: Balance long-term brand building with short-term sales activationPlace: Choose the proper distribution channels for your business model and strengths What you’ll walk away with:A clear go-to-market planTools and templates you can apply immediatelyPractical confidence to make smart marketing decisionsThe ability to speak the language of marketing with investors, teammates and advisors

Learn the marketing skills every startup needs to confidently grow and fundraise

Course syllabus

Join us every Monday and Wednesday at 5.00pm GMT for two weeks for an hour and a half's study

Mondays & Wednesdays

Monday 17th February 

We recommend reading, watching or listening to the first lesson ahead of the class. The other two are optional.

Weekly projects

Course schedule

Founders who need to learn the marketing fundamentals to launch, grow and raise funding with clarity and confidence

Startup team members who want to learn how to diagnose a market, build a strategy and apply the right marketing tactics

Founders-in-waiting who want to launch with a clear go-to-market plan and avoid the guesswork that sinks early-stage startups

Who is this course for

What you’ll get out of this course

Master the MORTN scale to diagnose your blind spots and build a truly customer-obsessed company culture

Explore how AI-generated data is disrupting market research and whether you can rely on it for marketing strategy
 

Use the Meaningful/Actionable Grid to identify profitable segments that others miss and focus your resources where they matter most

Develop detailed segment portraits that bring your target customers to life and guide every business decision

Craft a powerful positioning statement that makes your brand stand out and gives customers a clear reason to choose you

Set SMART objectives that align your team and create real accountability for marketing success

Apply Jobs to be Done thinking to develop products your customers actually need, not just features they might want

Use the Van Westendorp method to confidently set prices that capture maximum value from each segment

Transform your founder's story into a compelling narrative that resonates with customers and investors alike

Design a distribution strategy that leverages your core strengths and creates a sustainable competitive advantage
 

Marketing crash course for startups - learn to launch, grow and raise by diagnosing your market and mastering marketing strategy and tactics

Customer obsession is a set of beliefs embedded in the culture of the most profitable companies across every sector worldwide. Amazon, the most famous example of a customer-obsessed business, vividly demonstrates this principle of customer obsession. Jeff Bezos brings empty chairs into meetings to remind his colleagues that to genuinely put the customer first, the Amazonian way, they must ask, "What would the customer say?" When faced with key marketing questions - "How should I price this product? What is the benefit of this feature? Should I use influencer marketing?"—the answer should always be, "I don't know, but I can find out."&nbsp; Fortunately, there's a way to test your company's level of customer obsession. Developed by marketing professor Rohit Deshpande, the MORTN SCALE includes ten questions rated on a five-point agreement scale. Some of these questions remind you that your purpose is to serve your customers, while others assess your ability to generate customer insights and spread them across the company.&nbsp; In this class, you'll work through these ten questions with Dino and Lee to help you fully grasp the concept of customer obsession. Over two hours, through short lectures and Q&amp;As, they will teach you how to apply the MORTN scale to measure and improve your customer obsession and introduce you to the AI Agent they've built to assist you with this job.

Use the MORTN Scale to Measure Your Customer Obsession
 

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Tuesdays & Thursdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

CEO's who believe in orientating their company around their market

CMO's who want to use customer insights to drive marketing strategy and tactics

CFO's seeking pricing power, which means increasing prices while competitors' discount&nbsp;

Determine whether your business objectives are driven primarily by customer satisfaction. 

How to constantly monitor your
 level of commitment and orientation to serving customer needs.

How to communicate information about successful and unsuccessful customer experiences across all business functions.

Build a competitive advantage based on understanding customers needs.

Base your strategy for competitive advantage on understanding customer needs.

How to measure customer satisfaction systematically and frequently.

Develop routines or regular measures of customer service.

Become more customer-focused than your competitors.

Exist primarily to serve customers.

Prepare to poll customers at least once a year to assess the quality of your products and services.

Ensure data on customer satisfaction is disseminated at all levels of the 
business

Learn how to use an AI Agent to measure and improve your company's customer obsession using the MORTN Scale

Dino Myers Lamptey

The UK's foremost marketing strategist

A serial marketing entrepreneur

How to Use an AI Interviewer to Conduct Market Research

Marketing strategist

Marketing entrepreneur

Dino shows you how to set up an AI-powered voice agent that calls customers and collects insights automatically

How to build a voice agent for market research using VAPI

Choose from hundreds of voices, write a system prompt and tailor your agent to sound natural and on-brand

How to customise your agent's identity, voice and script

Watch Dino test a working agent built for The Barbershop, then learn how to assign it real phone numbers

How to test and publish your voice agent live

How to Conduct a Focus Group with Synthetic Respondents

Traditional focus groups cost £5,000. AI-trained synthetic personas behave like real customers for far less.

Synthetic focus groups cost £20 a month

Ask Rally lets you load synthetic personas, ask questions and get individual responses and a group summary instantly.

What is Ask Rally and how does it work?

Watch Lee load 12 synthetic CMOs into Ask Rally and see individual responses generate in real time.

How to load respondents and run your first question

How Claude builds personas for synthetic focus groups

Start with decisions not knowledge gaps, and watch Claude build a mock report revealing what you need to discover

Learn how backward market research saves time

Watch one prompt create a 15-page report analysing pain points, economics and competition in under an hour

See Claude generate a complete research foundation

Transform research gaps into 12 personas and targeted questions before speaking to real people in your target market

Build synthetic personas ready for interview

How AI Marketing Certification Lands You a New Role in 2026

Learn which AI skills CMOs are looking for in 2026

The AI marketing skills getting promotions and pay rises

Learn an example of a coveted AI workflow with creative technologist Matty Hall

How to turn a product image into a video using Runway

Ask Dino and Lee how you can leverage AI skills for promotion, pay rises and landing your next marketing role in 2026

Get your AI marketing questions answered live

Vibe code a Mortn scale to measure your customer obsession

Founder, The Barber Shop

Founder, Into-it

We'll show you how to vibe code a Mortn scale to measure if you're really putting the customer first

How to vibe code a Mortn scale using Base 44

We'll reveal how our syllabus can help you improve the effectiveness and efficiency of your marketing campaigns using AI

What happens on The Marketer in The Loop

We look forward to answering your questions about how AI can help you respond to your marketing challenges

Join the conversation with Dino & Lee

An Introduction to AI-Powered Marketing

We’ll tell you all about our new Maven course on AI-powered marketing

An introduction to The Marketer in The Loop

We’ll show you how we engineered 385 synthetic marketers and surveyed them about their willingness to pay for our course

How to use Ask Rally to create a synthetic survey

And how no-code platform Base 44 wrote software that analysed the survey answers to determine the price of the course

Learn directly from Dino Myers-Lamptey and Lee Henshaw

Dino Myers-Lamptey and Lee Henshaw

Courses

The Marketer in The Loop - AI Marketing Certification