1.
Automotive
Lead
management:
the
"Double
Sales
Funnel"
In
the
automotive,
when
we
talk
about
Lead
management
immediately
come
to
mind
the
"sales
funnel".
In
short
the
"sales
funnel"
can
be
resumed
as
showed
in
the
picture
below:
Shopper
surfing
in
Internet
are
captured
from
the
Business
development
center
(BDC)
that
try
to
qualify
them
and
settle
down
a
meeting
with
sales
people
that
hopefully
performe
a
sale.
Of
corse
in
this
process
the
number
of
contact
tend
to
shrink
(from
shopper
to
lead)
In
the
discussion
we
started
with
Paolo
Scognamiglio
(https://it.linkedin.com/pub/paolo-­‐
scognamiglio/a/a62/a96)
we
notice
that
the
BDC
activity
it
is
not
only
limited
to
capture
the
natural
traffic
built
up
from
the
following
3
differents
line
of
contact
(push)
:
• Company
Social
engagement
• Shopper
search
trough
generic
search
• Shopper
search
trough
brand
specific
search
but
also
to
develop,
to
intercept
new
potential
lead
(pull).
This
can
be
identify
like
an
activity
that
it
is
finalized
to
increase
the
"natural
contacts"
and
thus
can
be
represented
as
a
up
side
down
funnel
(see
picture
above).
In
other
words
the
BDC
have
to
manage,
nurture,
qualify,
make
it
"hot"
all
contacts
coming
from
internet
but
have
to
also
operate
like
a
multiplier
of
contacts
trough
activity
like:
• One-­‐2-­‐one
campaign
• Actively
intercept
potential
shopper
• Implementing
Business
development
marketing
activities
We
believe
that
this
is
a
strategic
activity
for
the
"Dealer
2.0"
orelse
we
risk
to
reproduce
in
Internet
the
same
errors
dealer
behave
in
the
real
word:
Sitting
waiting
for
customer
to
came.
Feel
free
to
contact
me:
b.velleca@ipm-­‐international.com