lead nurturing. chris fousek 12th digital dealer conference
DESCRIPTION
Chris Fousek's presentation on Lead Nurturing at the 12th Digital Dealer Conference.TRANSCRIPT
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Chris Fousek E Commerce Director Cadillac Village of Norwood
•What, why & how •Management •Performance
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The Showroom
The Sales Process
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Showroom’s are changing. Is the sales process?
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Research Ownership *Google Automotive ZMOT Video
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Bringing your leads to Life
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•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
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Source: Cobalt 2011 Automotive eShopper Experience
Follow up now
Top performers
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“80% of all leads are squandered.”
Dr Flint McLaughlin Marketingexperiments.com
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Cobalt 2011 Automotive eShopper Experience •4,400 Dealers Across 30 Major Brands
Six Consumer Journey Roadblocks Found
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•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”
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•Not answering leads •Ignoring questions
•Neglecting benefits of ownership •Performing little or no follow up
•Rarely combining calls with emails
#FAIL
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“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
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Lead
Prospect
Visit
Sale
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The Million Dollar Hole
•Your Foundation •Your 1st Impression •Your Process
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Always Be Closing
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Always Be Closing Relevant
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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”
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This Leaks Invert it
*Marketingexperiments.com
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Email / Engage Landing Page / Convert
Source: Marketingexperiments.com
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•Relevance •Timing •Value •CTA
Take Ownership
Think T.O.
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1. Opportunities 2. Engagement 3. Conversion 4. Benchmarks
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• Opportunities • Appointments to Opportunities • Opportunities to Visits • Appointments Show Rate • Appointment Close Rate
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• Engagement • Delivery Rate • Open Rate • Click Rate • Clicks To Opens • Response Rate • Unsubscribe Rate • Bounce Rate • Activity & Events
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• Conversion • Clicks • Goals • Events • Landing Page • Sales
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Experiment &
Test
“Marketing isn’t magic. There is a science to it.” Dan Zarrella, Social Media Scientist @ Hubspot
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•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
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Chris Fousek
E Commerce Director
Cadillac Village of Norwood
Village Automotive Group
www.linkedin.com/chrisfousek
@cfousek
@CadillacNorwood
www.slideshare.net/chrisfousek