How Bill Knight Ford Activated Their Data to Drive Sales from Existing Leads with Fullpath

The rise of automotive-centric Customer Data Platforms (CDP) in recent years has increased awareness of the power and importance of data unification for dealerships. Data connectivity is just step one in creating a robust data infrastructure that will allow dealers to activate their data and strategically engage shoppers on a personal level. Fullpath’s enhanced CDP is designed to enable dealers to turn their unified, cleaned data into smart, personalized marketing campaigns that get results.

Bill Knight Ford of Stillwater, Oklahoma was looking for new ways to engage their leads with data-driven content. By partnering with Fullpath Audience Activation to create AI-powered, data-driven email campaigns, the dealership saw a 1,721% return on their investment, achieving 73 sales and 99 service ROs, winning over $243,000 in revenue, in just six months. 

Engaged Shoppers Make Purchases

From November 2023 to April 2024,  Bill Knight Ford leveraged Fullpath Audience Activation to send over 353,000 emails, achieving a 49% open rate. These emails successfully engaged 22,279 of the dealership’s existing CRM leads. Of the leads that received an email from Bill Knight Ford, 16.29% engaged in a meaningful way – through clicks, responses, and meetings booked. The impressive conversion rate can be attributed to converting engaged shoppers into active shoppers. 

No Such Thing as a Dead Lead

Of the leads engaged by Fullpath, 31.6% were leads that had been marked lost or dead in the CRM. Those dead leads, carefully nurtured by Audience Activation with targeted, personalized, data-driven content, resulted in 17 sales, almost 25% of the total sales during that same 6 month period, proving there is no such thing as a dead lead, only leads that are not being properly nurtured. 

More Means More

Overall, the leads to conversion rate was 23.55%. That’s over 150% higher than the expected benchmark.

Through Fullpath’s partnership, Bill Knight Ford is sending out more marketing emails than before, bringing leads back from the dead, reaching an ROI that’s hard to beat, and crushing every benchmark while they’re at it. 

“Fullpath has been a game changer for our group.  Between organizing our customer data, the automated email follow up and the use of price drops it has added a unique and competitive edge for our team,” said Bill Knight, President of Knight Automotive Group.