How we help master key moments in the car buyer’s journey

OPTIMIZING THE MECHANICS OF AUTOMOTIVE CRM

DIGITAL MARKETING AUTOMATION WITH A HUMAN TOUCH

CRM has always been about one thing: developing more loyal and profitable customer relationships. Period. Finding customers, keeping customers, and moving customers toward a mutually rewarding long-term relationship. It’s a highly analytical, highly strategic endeavor with deep roots in the fertile field of data science.

But there’s an art to it

Knowing what to look for. Understanding human nature. Storytelling. And that’s where having the right CRM marketing partner is invaluable.

PROCESSING SPEED + BRAIN POWER

Too many partners and experts blindly rely on the automation side of data analysis, letting computers do all the “thinking.” But the beauty behind a well-designed, deftly-executed CRM program isn’t just the management and manipulation of big data, it’s the actionable insight afforded by the human element. That’s where Plan B excels. We’re big enough to do it right, and small enough to do it better.

We access the same data stores. Use the same analytical tools and methodologies. But instead of letting HAL spit out some indecipherable technobabble and pretending it’s a panacea to the woes of marketing in the digital age, we apply good old fashioned brainpower to the programs we create. And that makes all the difference.

THE RIGHT PERSON, TIME, AND MESSAGE

Here’s an example. There are five key phases in the car-shopping journey, and different online behaviors associated with each phase. We use our formula to identify when someone is within each phase and thoughtfully develop the right content for each phase to optimize virtually every touchpoint. This moves customers closer and closer to the products they want…down to the precise inventory available and the exact dealership where they can make the purchase.

Five key moments in the car buyers journey

Build a shortlist

Narrowing the universe of options down to a few brands and models of interest.

Explore features

Comparing features across a broad spectrum of categories including comfort, convenience, performance, safety, reliability and more.

Crunch the numbers

Calculating financial scenarios to maximize the amount of vehicle a budget can buy.

Locating “the one”

Browsing local inventories for vehicles that meet all the buying criteria.

Validate offers

Confirming the details of the deal are fair, often while at the point of purchase.

PLAN B OFFERS FULL-CYCLE CRM SERVICES

Our expertise spans a comprehensive range of CRM-related services, but we’re equally skilled at adapting our offerings to meet the needs of clients whose CRM efforts are in different stages. Some clients need help building programs from the ground up. Others need support migrating data and implementing newer technology. Some just need training and support, or want to take advantage of the latest data-driven optimizations afforded by today’s tools.

Access & analyze

Data Acquisition, Research and Analysis

Business Process review & Roadmap

Design & configure

Technology Platform Selection & Comparison

System Implementation and Integration Strategy

Stabilize, Utilize & Optimize

User Adoption & Change Management

Digital Marketing & Automation Strategy

Data Analytics & KPI Analysis

Automotive clients, for example, usually only require Data Acquisition & Analysis and Hyper-Targeted Digital Marketing Execution

Access & analyze

Data Acquisition, Research and Analysis

Business Process review & Roadmap

Design & configure

Technology Platform Selection & Comparison

System Implementation and Integration Strategy

Stabilize, Utilize & Optimize

User Adoption & Change Management

Digital Marketing & Automation Strategy

Data Analytics & KPI Analysis

JAGUAR: A ROARING CRM SUCCESS

Watch how Plan B's Full-Cycle CRM program for Jaguar North America drove leads, brand preference and long-term loyalty.

Meet Lucas De Jong

Director, CRM, Marketing Automation, & Data Analytic Systems

Meet Lucas De Jong

Skilled in finding useful insights through data analysis, Lucas is a natural-born problem solver with a growth mindset and genuine passion for all things CRM, from strategic planning to system implementation and optimization. His daily mission is to unlock the power of Data, CRM, and Automation to facilitate the effective use of technology for clients. He delivers the ability to observe customer behavior and develop best practices for reaching and connecting with them.

Lucas has an M.S. in Integrated Marketing Communications from the Medill School of Journalism at Northwestern University. When he's not preaching the CRM gospel, he's managing complex relationships at home with his wife, baby boy, and two Dachshunds. He's also been known to try his hand at extreme sports from time to time, including motocross, surfing and snowboarding, to name a few.

CRM CAN BE SEXY, TOO

Check out some creative samples of the work we've done for a few of our automotive clients over the years.

See the work