Natural Curiosity Leads to Comprehensive Marketing with Jeffrey Nicholson the CEO and Co-founder of Tracer

Photo Credit: VaynerMedia, Jeff Nicholson (L) and Leighton Welch (R)

Do you notice the minutiae details in everyday life? For example, have you ever recognized the way that other people hold their cell phones? If you do, your mind works similar to that of Jeffrey Nicholson, the CEO, and Co-founder of Tracer. This level of attention to detail has helped him throughout his career, particularly when it comes to picking up some of the latest trends.

“I start with natural curiosity. I still, to this day, will do my own research and Google brands, and go through their experiences, and understand what other people go through. When you look at the consumer research on people, they use eight apps or less; they [have] very specific behaviors. I used to look at people’s phones and [could] tell very quickly just on their layout, how they operate with phone position and thumb position. You have to start with curiosity, no matter who you are, from analysts all the way to CEO. You’ve got to know what’s going on.”

Under the tutelage of Gary Vaynerchuk at VaynerMedia, Jeff and his co-founder Leighton Welch, their CTO, built Tracer with the plan to launch separately once the development was complete. Leighton developed the structure of the software while Jeff was operating the customer-facing side, servicing Vayner clients and using the software. He’s put in a lot of sweat equity into the company and finds his motivation to work so hard from within the business.

“I spend a lot of time on it because I care and I want to win. And honestly, I want to make sure I don’t let anybody else down on the team. It’s an easy motivation to keep yourself motivated, to make sure that we make the right decisions and spend as much time as I can researching and recruiting and, and doing the things.”

Tracer brings a finely detailed perspective to your marketing data that can help you make more informed real-time decisions. To hear more from Jeff and Tracer, make sure you check out the full episode of Marketing Trends!

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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