Source: How to build Profit Centric Marketing
This transformation will need the third generation of martech platforms: the first generation was about point solutions and the second generation was about full-stack platforms. The third generation will be about platforms that are Web3 powered and enable the tokenisation that marketers need to make XR (and therefore profit-centric marketing) a reality.
- What businesses need is a framework for profit-centric marketing, with profit creators
- This can only come from existing customers using 5R –
- combining retention,
- repetition,
- referrals,
- reactivation (as opposed to reacquisition)
- and replenishment (targeted new acquisition)
- This 5R focus needs the 4P framework:
- pipes,
- partitioning,
- properties,
- and prospecting
