“80% of all leads are squandered.” Dr Flint McLaughlin Marketingexperiments.com
Cobalt 2011Automotive eShopper Experience•4,400 DealersAcross 30 Major BrandsSix 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
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 amwaiting for.”Dan Zarrella, Hubspot – “The Science of Email Marketing”
This Leaks Invert it *Marketingexperiments.com
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 FousekE Commerce DirectorCadillac Village of NorwoodVillage Automotive Groupcfousek@villageautomotive.comLinkedinwww.linkedin.com/chrisfousekTwitter@cfousek@CadillacNorwoodwww.slideshare.net/chrisfousek
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.