3 Lead Tracking Questions to Ask Your Agency
Most auto dealers think sales follow-up is like playing fetch with an excited dog, but in reality it’s more like walking a cat. Ask any experienced salesperson, and they’ll tell you that even the most qualified leads can be erratic, confused, and sometimes downright hostile.
Fortunately, your digital marketing agency can help connect your salespeople with the right leads at the right time.
Good digital marketing should create sales-supporting data. Not only should your sales team be equipped with everything they need to know about a lead, your marketing team should also be able to answer for their efforts. Actionable lead data is the lightning before thunderously successful sales.
The Importance of Creating Actionable Lead Data
While there’s a mountain of digital information available to every dealership, only tiny bits and pieces of it are actually being synthesized. Auto dealers have a unique trove of data with which to help people — but only if their sales teams know the unique needs of each person in their database.
Why is actionable lead data so important? Leads need follow-up that is timely and relevant. Accenture surveyed 10,000 car buyers, and it found that the average consumer spends only 13 to 15 hours shopping before purchasing a vehicle. Compared to other industries, that’s a very short time frame in which a dealer needs to detect, organize, and follow up with the lead.
The best sales teams already know that quantitative success starts with a great first touch with leads. Digitally successful dealerships organize qualitative lead information in a helpful way, which is why 9 Clouds offers lead tracking as a digital marketing service.
Intentional lead tracking is also important for marketing managers. The revolving door of vendors, campaigns, messages, and web pages can cause even the best dealership managers to lose the “spoon” in the strategy “stew.”
When it comes to lead tracking, it’s important for dealers to ask their agencies the right questions — like these three.
The 3 Lead Tracking Questions You Must Ask
1. Where Do the Leads Originate?
This first one may seem obvious, but we see way too many customer relationship management (CRM) systems with unclear sourcing. Beyond labeling “lead source” in your database, there are some important factors along the buyer’s journey that can create valuable context for your sales team.
Ideally, by the time a lead reaches your dealership’s CRM, they have been:
- Tactfully included in an audience
- Exposed to specific messaging
- Tracked by various pieces of technology
- Transferred to your dealership’s CRM with relevant information
Each of these steps can equip salespeople for a successful follow-up. It’s up to your agency to bring this data to your fingertips.
2. What Do the Leads Want?
It’s one thing to know a lead’s path, but it’s another thing to know their intent. For example, if a lead submits a form to subscribe to your blog, they likely have a much different set of qualities than a lead who submits a form to schedule a test drive.
At this point, qualitative or situational data is key. It’s important to indicate if the lead is:
- Buying, selling, or trading
- Interested in new vehicles, used vehicles, or service
- Interested in cars, trucks, or SUVs
Dealerships are busy. Even with the best management, it’s difficult for a sales staff to all be aware of how leads are qualified and converted into a CRM along with this qualitative data.
Today’s automotive leads are picky, and original equipment manufacturers (OEMs) aren’t helping. According to AutoWeb, brand loyalty is low, and a buyer’s options have never been higher. In fact, there were more than 2,642 potential make/model/trim combinations for new vehicle brands in 2018.
The best auto dealers can leverage their digital marketing to help leads more efficiently. As AutoWeb notes:
Consumers bear the brunt. An efficient path to purchase has been replaced by a largely inefficient one and an enjoyable car buying experience has been replaced with a less-than-ideal one. Simply put, today’s car buyers lack fundamental clarity about their ideal make and model and their mobility needs are not understood and, ultimately, not met.
Context is key. Just as your agency carefully crafts its email messages and ads, it should also carefully curate lead data for your sales team.
Make sure your digital agency is including relevant data and contact information with every lead — not just flooding your CRM with empty promises.
3. What If the Lead Strategy Doesn’t Work?
Lead conversion strategies only work if they’re focused on a goal. Before you even launch your first landing page or begin tracking leads with emails and pixels, make sure you spend enough time thinking about the follow-through.
Your agency should sweat (and report) these details for any marketing effort:
- Who is being targeting
- Why they’re being targeted
- How the data flows through your ads, emails, website, and CRM
- What pieces of data to provide to your sales team
Not only does your dealership need to know how to measure success, but it also needs to have a contingency plan. Let’s say, for example, that your agency shoots for 100 leads from one Facebook ad campaign, and you end up with only 50. How quickly can you switch gears to the next best idea? Or, if your landing page isn’t getting form submissions, how will your agency find (and fix) the issue?
Make sure your agency isn’t a one-hit wonder when it come to marketing strategy.
In addition to having solid lead tracking goals, your dealership also needs to know how to optimize its various pieces of content for a great user experience. Good digital marketing agencies know how to track leads, but great digital marketing agencies know how to set and achieve lead tracking goals.
Your agency should be ready to handle any necessary changes to your website, online ads, or email messaging to create a lead tracking strategy that works for both your store and your database.
Want More Lead Tracking Tips?
9 Clouds provides digital marketing tips and tricks for businesses of all shapes and sizes. Through our experience in lead tracking, we’ve helped multitudes of marketers find better ways to track (and help) their leads online.