Drive>Capture>Convert>Optimize (DCCO) is a framework that visualizes all your digital marketing components– media, creative, MarTech and tactic- and chronologically illustrates each functionality. By breaking down your marketing infrastructure into different customer buying phases, you can target your audience with the right messaging at the right time and with the right channel.
Watch Overdrive CEO, Harry J. Gold describe Drive > Capture > Convert > Optimize – a complete digital operations framework in the below video.
Video Transcript
“When you bring all that together, what you’re able to do is maintain a marketing system, right? Maintain a marketing infrastructure.
In most companies, it looks something like this when you’re doing demand generation.
We start with your brand. Now, typically, we work for very large enterprises. We are not the creators of their brands, but we do have to understand their brand from a tonality and a graphical standpoint. We must understand their products, compliance, and all that good stuff.
Under that brand umbrella, the first thing we deploy is Drive. And what we do is we’re driving traffic with search, online media, and social media into Capture, where we have landing pages, websites, webinars, and maybe call centers. We’re connecting with our target audience, getting some data, and putting that into Convert. And then Convert, that’s where your CRM lives. That’s where your marketing automation platform lives. That’s where your sales team lives.
Your sales team might try to pick some leads, but a lot of the leads aren’t ready for a conversation with your sales team. So, you need to warm them up. You’re pushing out email, direct mail, telemarketing, and things to prepare them for that sales conversation. Or you’re increasing their lead score to the point where sales will pay attention to them. And then, of course, you might close the deal. Then, everything is wrapped in Optimize, which can track, report, and respond to what works and what doesn’t work.
We call this construct: Drive, Capture, Convert, and Optimize. But here’s the important thing—well, a couple of important things. One is that I like this chart because everyone on your team can now point at what they do. And you might have your team spread out across the country, across the world, and even across different companies.
Everyone needs to be able to point at what they do within this infrastructure and know how they live in your marketing ecosystem.”
Watch the entire recorded Crafting the Demand Gen Customer Journey webinar and get the slides to learn how to craft and optimize an entire end-to-end customer journey.
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