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

cfousek@villageautomotive.com

Linkedin

www.linkedin.com/chrisfousek

Twitter

@cfousek

@CadillacNorwood

www.slideshare.net/chrisfousek