Creating a Manufacturer-Dealership Lead Distribution System
How we custom-built a portal that drives consistent, impactful revenue through lead scoring, nurturing, and distribution.
Increase in retail sales in first year of lead portal implementation
Increase in email traffic to Newmar website
Increase in SQL-to-deal-closed rate on Newmar website
Delivering Sales-Ready Leads Across Dealer Networks
With no direct sales channel, Newmar, a leader in Class A motor coach manufacturing, needed a way to deliver sales-ready leads across a disparate collection of RV dealerships to drive product revenue. Not only were they looking for a way to help local dealers identify quality leads, but they also needed to ensure product availability depending on the individual’s product preference.
Building a Custom Lead Portal
With high expectations, our team developed a system for Newmar that combined the nurturing and lead scoring power of HubSpot with a custom-designed lead delivery portal to send the right leads to the right dealers.
The system—built over the course of three months—has the ability to deliver SQLs based on zip code and primary product of interest, accurately sending leads to nearby dealers that carry the appropriate motor coach. We also included a secondary routing system to pass the consumer to another dealer who may have additional inventory as another option.
For the first time ever, dispersing leads to dealers who could sell Newmar’s products became organized, easy, and precise.
Scoring Leads and Nurturing Them Down the Funnel
In the past, dealers struggled with knowing the specific quality of the leads they received. To fix the issue, we built a system that integrates with HubSpot and passes along a customer lead score based on their online activity—what they download, which pages they visit, and how often they go to the site.
Additionally, our lead nurturing system in HubSpot not only scores consumers, but keeps them engaged and moving down the funnel through automated email campaigns. For this to be effective, consumer research and buying habits informed content throughout the campaign that encouraged users to learn more about Newmar’s products and brand.
During the lead portal’s first year of implementation, our solution drove an estimated increase of $4.5 million in retail sales, while increasing website SQL-to-deals-closed rate by 71.9%. Website traffic from email also improved, and saw a 109% lift.
Overall, the solution has benefitted customers, dealers, and Newmar corporate alike. It provides the right content to customers, ensures dealers stay informed, and keeps businesses running smoothly.
Download the Newmar Lead Portal Executive Summary from Element Three.