Guest Expert: Elizabeth Stegall, Senior Director of Retention for Autotrader and Kelley Blue Book is featured as our first guest in the Myth Busters series, where she shares her thoughts on gaps in your CRM, debunks myths around them and shares actionable new ways to leverage data to make better marketing decisions with the accurate and complete information to improve dealership performance.
About Our Guest:
Elizabeth Stegall
Senior Director of Retention
Autotrader and Kelley Blue Book
Key Takeaways:
CRM Misuse and Myths: Understand why using CRM solely as an advertising management tool is ineffective, with only 11% of leads leading to a sale.
Effective Advertising Strategies: Learn how to use third-party attribution companies and click trail data to optimize advertising spend and improve ROI.
Consumer Journey Insights: Gain insights into the non-linear and multi-source nature of the consumer journey to purchase.
Importance of Marketplaces: Understand the true value of third-party marketplaces like Autotrader and Kelley Blue Book in driving low-funnel transactions.
Improving Dealer Engagement: Hear new strategies to increase consumer engagement and address blind spots in dealership operations.
Timestamps:
0:00 – 0:29 Introduction
Host Jade Terreberry introduces the episode and the importance of Myth Busters
0:29 – 2:32 Guest Introduction and Series Overview
Jade introduces Elizabeth Stegall and discusses the new Myth Busters series.
2:32 – 3:07 Myth Introduction
Elizabeth introduces the myth about using CRM as an advertising management tool.
3:07 – 3:54 Better Advertising Management
Elizabeth explains better ways to manage advertising beyond CRM.
3:54 – 7:09 Sales Funnel and Consumer Journey
Discussion on understanding the sales funnel and consumer journey.
7:09 – 8:03 Data Insights from Clairvoy
Insights from Clairvoy’s data on transactions and lead attribution.
8:03 – 9:02 Lead Attribution
Statistics Percentage of transactions with proper lead attribution.
9:02 – 11:12 Dealership Performance Comparison
Comparison of dealership performance and the impact on advertising effectiveness.
11:12 – 11:39 Final Thoughts and Advice
Elizabeth provides final thoughts and advice on improving advertising effectiveness.
11:39 – 12:56 Conclusion and Wrap-Up
Jade wraps up the episode and thanks Elizabeth and the listeners.
