Chris Fousek's presentation on Lead Nurturing at the 12th Digital Dealer Conference.

1. •What, why & how
•Management
•Performance
Chris Fousek
E Commerce Director
Cadillac Village of Norwood

2. The Showroom
The Sales Process

3. Showroom’s are changing.
Is the sales process?

4. Research Ownership
*Google Automotive ZMOT Video

5. Bringing your leads to Life

6. Researching Like Never Before
•Beginning more than 1 year out
• Peaking 2-3 months out
• Researching twice as many sources than any other item
Source: 2011 Google Automotive Shopping Behavior Study

7. Follow up now
Top performers
Source: Cobalt 2011 Automotive eShopper Experience

8. “80% of all leads are squandered.”
Dr Flint McLaughlin
Marketingexperiments.com

9. Cobalt 2011
Automotive eShopper Experience
•4,400 Dealers
Across 30 Major Brands
Six Consumer Journey Roadblocks Found

10. •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”

11. •Not answering leads
•Ignoring questions
•Neglecting benefits of ownership
•Performing little or no follow up
•Rarely combining calls with emails
#FAIL

13. “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

14. Sale
Visit
Prospect
Lead

15. The Million Dollar Hole
•Your Foundation
•Your 1st Impression
•Your Process

16. Always Be Closing

17. Always Be Closing Relevant

18. 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”

19. This Leaks Invert it
*Marketingexperiments.com

20. Email / Engage Landing Page / Convert
Source: Marketingexperiments.com

21. Think T.O.
•Relevance
•Timing
•Value
•CTA
Take Ownership

22. 1. Opportunities
2. Engagement
3. Conversion
4. Benchmarks

23. • Opportunities
• Appointments to Opportunities
• Opportunities to Visits
• Appointments Show Rate
• Appointment Close Rate

24. • Engagement
• Delivery Rate
• Open Rate
• Click Rate
• Clicks To Opens
• Response Rate
• Unsubscribe Rate
• Bounce Rate
• Activity & Events

25. • Conversion
• Clicks
• Goals
• Events
• Landing Page
• Sales

26. Experiment
&
Test
“Marketing isn’t magic.
There is a science to it.”
Dan Zarrella, Social Media Scientist @ Hubspot

27. •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

28. 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