Lead Nurturing. Chris Fousek 12th Digital Dealer Conference
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Transcript of Lead Nurturing. Chris Fousek 12th Digital Dealer Conference
Chris Fousek E Commerce Director Cadillac Village of Norwood
•What, why & how •Management •Performance
The Showroom
The Sales Process
Showroom’s are changing. Is the sales process?
Research Ownership *Google Automotive ZMOT Video
Bringing your leads to Life
•Beginning more than 1 year out • Peaking 2-3 months out • Researching twice as many sources than any other item
Researching Like Never Before
Source: 2011 Google Automotive Shopping Behavior Study
Source: Cobalt 2011 Automotive eShopper Experience
Follow up now
Top performers
“80% of all leads are squandered.”
Dr Flint McLaughlin Marketingexperiments.com
Cobalt 2011 Automotive eShopper Experience •4,400 Dealers Across 30 Major Brands
Six Consumer Journey Roadblocks Found
•2 out of 10 Car Shoppers Never Received A Response •2 out of 3 Car Shoppers Weren’t Invited To Test Drive •75% of Shoppers Never Received A Price Quote •18% of Dealers Answered “Why This Vehicle?” •22% of Dealers Answered “Why My Store?” •60% of Dealers Never Completed The “Click & Call”
•Not answering leads •Ignoring questions
•Neglecting benefits of ownership •Performing little or no follow up
•Rarely combining calls with emails
#FAIL
“You can achieve major ROI gains in a short time by optimizing
a few key aspects of your Lead Management Process.”
Dr. Flint McLaughlin CEO Mecca Labs
Lead
Prospect
Visit
Sale
The Million Dollar Hole
•Your Foundation •Your 1st Impression •Your Process
Always Be Closing
Always Be Closing Relevant
Relevance = Timing, Segmentation & Content
• Optimize your emails •Email can drive your best traffic • Email with multiple relevant links perform best • Content, Inventory, Promotions, Specials, Video & Comparisons •“The most important email is the one that I am waiting for.”
Dan Zarrella, Hubspot – “The Science of Email Marketing”
This Leaks Invert it
*Marketingexperiments.com
Email / Engage Landing Page / Convert
Source: Marketingexperiments.com
•Relevance •Timing •Value •CTA
Take Ownership
Think T.O.
1. Opportunities 2. Engagement 3. Conversion 4. Benchmarks
• Opportunities • Appointments to Opportunities • Opportunities to Visits • Appointments Show Rate • Appointment Close Rate
• Engagement • Delivery Rate • Open Rate • Click Rate • Clicks To Opens • Response Rate • Unsubscribe Rate • Bounce Rate • Activity & Events
• Conversion • Clicks • Goals • Events • Landing Page • Sales
Experiment &
Test
“Marketing isn’t magic. There is a science to it.” Dan Zarrella, Social Media Scientist @ Hubspot
•ZMOT •Google Automotive Shopper Behavior Study •Cobalt eShopper Experience Study •iPerceptions Automotive Industry Report •Maerketingsherpa.com •Marketingexperiments.com •Mecca Labs
•Hubspot
•Dan Zarrella
Chris Fousek E Commerce Director Cadillac Village of Norwood
Chris Fousek
E Commerce Director
Cadillac Village of Norwood
Village Automotive Group
www.linkedin.com/chrisfousek
@cfousek
@CadillacNorwood
www.slideshare.net/chrisfousek