The automotive industry is an interesting industry that has been changing rapidly lately. to use, electrification, autonomous driving and private lease that are becoming increasingly popular. As a marketer you want to stay on top of these developments, but you also run into enough challenges in the organization. I like to share my 7 learnings: 1. Look for cooperation with sales. As a marketing communications department, you know that prospects are increasingly orienting themselves online. Where the potential buyer first paid an average of 6 visits to the showroom, this has now fallen to 1.3 times. It is your job to ensure that the right content is shown at the right time in the right place and that the leads then flow in.
After that, the salespeople can get to work and from the leadsmen customers. Good luck colleagues! Or not? My learning: make sure you don't think in islands, but in a funnel. Because context you phone number list are the packet what if you invest time and euros in a well-converting website, use various portals, a chat system and customer events, but the leads are not (properly) followed up? That is a waste of all effort and budget. A funnel in which you combine marketing and sales can give you a lot of insight. How many leads are we getting from all sources? What was the quality of these leads? How many have we transferred to sales and how many sales have resulted per system.
If you map this out, you can gain insight into where the points for improvement are. Is the follow-up time not fast enough? Do you need to ask the lead some things earlier in the process? Can parts of the process be automated to take the work out of sales? Working together on the company objectives is much more fun and educational. 2. Stay curious! Sometimes we can tend to keep doing what we're doing because we've always done it that way.