4 pillars to the science of marketing
by nicolas draca, 2016
nicolas draca vp growth & demand marketing at speaker, advisor and angel investor at ohana project
technology revolution
communication revolution
ORCHESTRATE CUSTOMER LIFECYCLE
TALENT
The driving force for success
four pillars
LIFECYCLE
Right contact, right offer, right
channel, right time
INSIGHTS
Data, information, knowledge to intelligence
OPERATIONS
Plan, execute, automate and optimize
talent the driving force for success.
be relentless about success
insights shifting from data to intelligence.
big data
Information Why did it happened?
Data What happened?
big smart data
Intelligence What is the best
that could happen?
Knowledge What will happen?
Information Why did it happened?
Data What happened?
operations building best in class product.
If you are not embarrassed by the first version of your product, you’ve
launched too late.
“ “ Reid Hoffman
ACME Seat Holder move March 16 John S, a former seat holder at XYZ Co, took a new position at ACME
Event March 12 Stephanie D attended a seminar (PS_130902_TBI_Sydney)
Blog visit Feb 7 Bob M visited acme.com/blog
Account Score Jan 15 ACME has increased activity that indicates buying behavior
21%
31%
42%
No Score Low Score High Score
Account propensity model
average close rate
lifecycle orchestrate right contact, right offer, right channel and right time.
DISCOVER
PURCHASE
SELECT
USE
RECOMMEND
MA
INTA
IN
BUILD OPERATE
RIGHT CONTACT, RIGHT OFFER, RIGHT TIME, RIGHT CHANNEL
Ferdinand Magellan was a Portuguese explorer who became known for having organized
the first circumnavigation of the Earth (1521).
Marketer is an explorer: a person who explores the marketing cloud; an adventurer.
ORCHESTRATE CUSTOMER LIFECYCLE