End-to-End Marketing

Drive-Capture-Convert-Optimize: Our End-To-End Marketing Approach

To develop an end-to-end marketing strategy, Overdrive employs a digital marketing methodology that we call Drive-Capture-Convert-Optimize. This construct enables marketers to see the big picture of digital marketing, and to see how tactics and technologies work together to produce an end-to-end marketing campaign where all components dovetail in a continuous flow.

• Drive – driving targeted traffic to your website and social properties. This is where marketers typically allocate the most resources. The Drive component of an end-to-end marketing strategy includes:
  • Search engine marketing, including organic (SEO) and paid search (SEM).
  • Online media, including banners, video, newsletter sponsorships, content syndication, email campaigns, product listings, and native advertising.
  • Social media, including social profiles, content channels, viral content, and blog outreach.
  • Offline advertising including television, print, radio, direct mail, and outdoor.
• Capture – capturing data and encouraging desired behavior. This is perhaps the most underutilized component of an end-to-end marketing strategy, but where focused efforts and resources can yield significant ROI. The Capture stage must focus on offers and incentives that maximize the number of prospects who buy, respond or opt-in. Tactics include:
  • Websites and microsites designed to resonate with potential customers at each stage of their buying journey.
  • Landing pages with offers and CTAs that encourage action.
  • Call center campaigns designed to engage and nurture prospects via telephone and chat.
  • Webinars and trade shows that offer opportunities for in-depth engagement.
• Convert – escalating leads to sales. This is the phase of your end-to-end marketing strategy that must focus on highly personalized and targeted communication, leveraging your internal databases, CRM systems and cookie/behavioral databases. Components include:
  • Email campaigns and automated nurture campaigns that continually keep your messages and offers in front of targeted prospects.
  • Direct mail that provides an offline and tactile approach to reaching your audiences.
  • Remarketing that keeps your offers in front of prospects as they surf the web.
  • Social/viral content designed to increase engagement.
  • Telemarketing from call centers and sales reps to make personal contact with prospects.
• Optimize – measuring and improving channel and campaign performance. In this final stage of an end-to-end marketing campaign, you’ll identify critical key performance indicators (KPIs) and track performance against them. Discovering what works and what doesn’t enables you to continually refine efforts to improve results and ROI.

Conversion-Based Personas for End-To-End Marketing Engagement

Developing buyer personas has long been an important tool for marketing teams. But in an end-to-end marketing strategy, marketers must develop conversion-based personas that consider the mindset and intent of prospects at each stage of the buying journey. Traditional audience personas are typically concerned with the mindset of potential buyers before they enter the funnel, but they fail to take into account how a prospect’s needs and wants change after they have started to engage with a brand. As a result, the messages and offers put in front of mid-funnel and bottom-funnel prospects are often not perfectly aligned with their mindset.

After they’ve initiated contact your company, prospects usually fall into one of three categories:

• Researchers are top-of-funnel prospects who have a moderate interest in a product or category but aren’t ready to buy or to speak with someone. Researchers often respond favorably to offers like Top 10 lists, infographics, tip sheets, and categorical white papers.
• Students are mid-funnel prospects who are researching and educating themselves about a product, category, or solution, and possibly comparing multiple options. These prospects are typically more interested in offers such as product demos, free trials, case studies, and information on rates.
• Buyers are the bottom-funnel prospects who are ready to convert and are interested in speaking with someone from sales. These prospects typically want offers that enable them to engage immediately to “Get a Quote,” “Get Pricing,” or “Enjoy Free Installation.”

By developing an end-to-end marketing strategy that maps messaging, offers and CTAs to a prospect’s mindset at each stage of the journey, you can more easily accelerate prospects through the sales funnel to conversion.