Demand Generation for Luxury Audience

Situation

I was brought on board to help bring their U.S. sales team leads from the web. The most important factor in generating demand online is a company’s website, and their U.S. dealership’s website did not incorporate a strategy to generate leads. The brand websites weren’t much better. The site suffered from poor UX, slow loading speeds, difficulty updating and adding content, and no personalization. In addition, the Google Ads campaigns were bringing in a very low volume of qualified leads.

The problem was that the team in Europe was very averse to redesigning the website. They put a lot of effort into setting up their multiple websites on DNN, a dynamic CMS, so all the sites shared a DAM. Content was shared between sites. Other than that, the CMS didn’t provide much value. The other problem was that big egos were involved. Which meant my work was cut out for me when it came to influencing stakeholders.

Action

Influencing requires a mix of facts, finance, and feelings. (Data, money, and emotions). I audited the dealership website, our email marketing strategy, PPC, social media (paid and organic). I put a deck together with the data displaying all the technical and non-technical issues, competitor analysis, and a gap analysis.
Then I added a section with recommendations, where I added dollar figures to show the revenue potential of making my proposed updates. This is where I proposed moving to Adobe Experience Manager because it’s also a dynamic CMS, but offers much more than DNN. (Streamlined authoring functionality, easy UI, a simple dashboard, and personalization)
Finally, I tackled the feelings portion, or emotions, and showed what our competitors were doing. I laid out how they were much more sophisticated.

Results

Leadership gave me approval to redesign the site with Adobe Experience Manager. I added personalization to the site based on user behavior and added Algolia to speed up site search. I was also able to test out new automated email journeys, making our marketing strategy much more personalized for the customer. I won back the trust of the sales team by improving qualified paid leads by 300%+ and organic by 90%+.