Sean Fox from Reply! kicked off this segment:
Sean identified the following problems in the lead gen industry:
Absence of an efficient market; static pricing; quality is rarely communicated; limited control to maximize ROI
Reply!’s lead marketplace solutions focuses on the following: establish an efficient marketplace, auction-based dynamic pricing, quality rating system, filters to maximize control of ROI.
Reply’s Lead Marketplace has a number of unique features/filters:
**The ability to select the age of a lead. Leads do NOT have to be “real-time”
Ray Fenster – e-commerce director interacted with Sean to discuss how he uses Reply’s lead platform.
Ray manages his campaigns at a very micro-level. He can expand/contract specific markets, he turns certain make/model campaigns on/off depending on inventory.
One really cool feature is that Ray (the dealership) can rate a lead – they can provide their own score. How well did that lead perform for them.
Ray touched on how he goes about setting up his campaigns for his stores. A store’s performance, internet abilities, and effectiveness, really drives his campaign generation.
One factor that’s really important to Ray is true transparency regarding lead source. His specific example compared Black Book leads vs. dealer website leads. The leads need to be treated differently. Only true transparency allows his to know how to treat these leads.
Sean talked about giving more control to the dealer to manage the flow of leads – specifically lead volume based on dealer demand. One interesting note – consumers know that they will get a better deal towards the end of the month, so maybe it makes more sense to purchase more volume towards the end of the month vs. the beginning.
One size does not fit all;
match lead flow with systems/personnel;
measure & optimize;
focus on ROI.
Great Session guys!