How we used data targeting, persona
How we used data
targeting, persona
profiling, and reporting to determine
profiling, and
reporting to determine
the go-to-market strategy for a suite of
the go-to-market
strategy for a suite of
automotive dealership software solutions.
automotive dealership
software solutions.
No successful marketing decision has ever been made on a hunch. It takes knowledge to move forward with confidence. So you can always speak from a position of strength rather than wonder.
Xtime, a Cox Automotive company, was primarily known to automotive dealers as a tool for service appointment scheduling. But dealers’ ability to influence customer retention extended across the entire spectrum of the service experience, from the initial outreach to the final vehicle delivery.
And Xtime wanted in.
So, while they began developing plans to launch a service retention solution that integrated scheduling with three other offerings, they wanted to know the market’s appetite for a full suite of products to best position their comprehensive offering.
Agency services:
Agency services:
Mining for insights
Conducting focus groups across the United States to document and study dealers’ perceptions, attitudes, and desires, we gathered the foundational knowledge to begin shaping Xtime’s go-to-market strategy.
Specifically, we used a statistical method called cluster analysis to produce market-informed personas cultivated directly from the quantitative data set. The resulting seven dealer personas included firmographic and psychographic data and a “fit” score based on their views of customer retention software from both Xtime and competitive products.
Stealth communication deployment
Stealth communication
deployment
Once Xtime updated their prospect list in Salesforce CRM with the new profile data, their sales staff was immediately able to enhance their lead nurturing efforts by deploying relevance-driven communications to convey the specific value that Xtime Spectrum™—a product we named and branded—could deliver to dealers. The information was also used to sharpen messaging in advertising and digital marketing campaigns.
Market opportunities
The market opportunity insights we unearthed have helped define the best product scaling potential with newly formed audience segments. Our findings have also cemented a research-informed view that Cox Automotive uses across products to drive business strategy, product development, and marketing execution. This includes knowledge of:
“The market opportunity insights FARM unearthed have helped
“The market opportunity
insights FARM unearthed
have helped define the
define the best product scaling potential …”
best product scaling
potential …”
“The market opportunity insights FARM unearthed have helped define the best product scaling potential with newly formed audience segments. Their findings have also cemented a research-informed view that Cox Automotive used across products to drive business strategy, product development, and marketing execution.”
Imagine the playground torments and
Imagine the playground
torments and missed
missed high-school dances our data
high-school dances our
data scientists had to
scientists had to endure–all
endure–all so you can
be the big cheese at
so you can be the big cheese at the
the reunion. Now can
we have our
reunion. Now can we have our
lunch money back?
Mike Tyson said, “Everybody has a plan
Mike Tyson said,
“Everybody has a plan
until they get punched in the mouth.”
until they get punched
in the mouth.” So,
So, let’s protect your choppers and
let’s protect your
choppers and knock your
knock your competition to the
competition to the
canvas instead.
The migration to GA4 poses a question for all marketers: what do we do with our data? Updated data retention policies mean you can’t keep it forever. So, what options do you have left? Fortunately, we have answers.
It’s time to make the transition to GA4, but where should you start? This guide will review the upcoming changes and the steps you need to take as you migrate to your new Google Analytics property.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
The migration to GA4 poses a question for all marketers: what do we do with our data? Updated data retention policies mean you can’t keep it forever. So, what options do you have left? Fortunately, we have answers.
It’s time to make the transition to GA4, but where should you start? This guide will review the upcoming changes and the steps you need to take as you migrate to your new Google Analytics property.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
All successful companies are customer-obsessed. They know their customers and work hard to serve the needs they have today and those of tomorrow. The best companies have the humility to know that customers choose what products they buy or how to spend their time. They also know that customer loyalty is connected to customer satisfaction. Have I told you anything you haven’t heard before? Not yet. But I’m getting to my point, and it’s some of the best advice I have for business-to-business (B2B) companies.
If you only get one marketing email
If you only get one
marketing email
newsletter, why not make it two?
newsletter, why not
make it two?
Fresh Perspective is our bi-weekly attempt to share unsnooty tips to give your marketing more muscle.
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