9 Clouds Automotive Marketing Blog

Where automotive meets digital marketing.


Selling Cars in a Digital Age with Lead Tracking

From rumblings of a not-so-distant driverless car, to the way a buyer chooses and purchases his or her next vehicle, technology is rapidly changing the automotive industry. In the past, if you were in the market to buy a new car, you did your research by visiting a dealership. Today, it is becoming more and more common that a prospective buyer might not even set foot in a dealership. So, how does a sales consultant keep up with the rapid evolution of car buying? We suggest establishing a strong online presence coupled with lead tracking software.

At 9 Clouds, we utilize lead tracking software to record lead interactions, such as email clicks, website visits, social mentions, and video viewings, in order to effectively communicate with prospective customers. Lead tracking software allows our clients to actively pursue new and repeat customers, rather than waiting for them to show up at the dealership door ready to buy, or contacting leads who have already gone cold.

Here is how lead tracking software works:

Historically, when a prospective lead visits a website, he or she receives an HTTP cookie, a piece of data that is sent from the website and stored in the user’s web browser. This cookie will notify that website of the user’s previous activity every time he or she visits that site again.

However, cookies can only identify an IP address, not the person connected to that address. This is where lead tracking software comes into play, as it utilizes information from the dealership’s CRM, such as ADP or Dealersocket, and connects the IP address to potential customers and their past website use. It then tracks and stores a chronological list of interactions between your leads and your brand in one place.

Lead tracking provides the ability to monitor a potential lead’s behavior and score each lead for sales potential accordingly. The lead tracking software summarizes important interactions in the form of a lifecycle stage that will help your sales team prioritize leads. Knowing the lifecycle stage of your leads allows for productive interactions, so you aren’t contacting someone with little to no interest in your brand and completely ignoring people whose behavior indicates they are about ready to purchase a vehicle.

9 Clouds uses lead tracking to find new customers

Based on information provided by lead tracking software, 9 Clouds is able to determine everything from who to target with an email to who the dealership should contact personally via phone. For example, if our lead tracking software told us that a lead had opened our last email and visited the dealership’s website in the last week, we would then send that lead’s information to the dealership to follow up and answer any questions this prospect might have.

This approach prevents sales consultants from going on a wild goose chase, contacting people who have no intention of purchasing a vehicle. This not only wastes money and time, it also discourages the sales consultant from reaching out to qualified leads in the future. Lead tracking software frees up valuable time and effort by focusing on cultivating those who are already interested in purchasing.

It's important to keep lists current for optimal results. We regularly pull data from our clients' CRMs and import it into our lead tracking software in order to provide the most up-to-date and relevant lead information. We don't want our clients wasting their valuable time barking up the wrong tree, so we continually refresh our lists, remove dead leads and only send the most qualified sales leads within a relevant time-frame.

Is your dealership ready to start tracking leads?

Cars aren't able to drive themselves just yet, but car sales have already transitioned to the digital age. Potential customers might be bypassing your physical storefront in favor of shopping online, but that doesn't mean they are out of reach. Don't miss your opportunity to reach out and cultivate potential customers online with lead tracking.

At 9 Clouds, we don't just believe in lead tracking–we know from experience that it works. If you want to learn more about how we can unlock the full potential of your online leads, contact us. If you are interested in learning more about 9 Clouds' services, click here.