How Szott Ford Revived Inactive Leads with Fullpath’s Audience Activation 

Nature or Nurture 

There is no such thing as a dead lead – only leads that have not been properly nurtured. 

Lead nurture is a critical piece of a successful dealership marketing strategy. By nurturing inbound leads and customers over time with targeted, personalized and valuable follow up, the dealership remains top of mind. That means that, when the time comes to make their next purchase – be it a vehicle or service – the customer will think of the dealership and opt to spend their money there rather than choosing a competitor. 

Warming Cold Leads with Ease 

Like many dealerships, Szott Ford in Holly, Michigan had a CRM full of leads and scattered customer data with  no way to properly tap into it. Recognizing the potential revenue that lay in their existing first-party data, Szott Ford set out to find a vendor that could help them reignite their dormant leads.

Fullpath’s Audience Activation is designed to help dealerships turn cold leads into active shoppers using AI-powered email campaigns. Fullpath works by consolidating first-party dealership data to automatically create hundreds of hyper specific audiences for targeted email campaigns. These emails are personalized for every customer with relevant messaging based on their previous interactions with the dealership and real-time, updated data signaled to the platform. Fullpath nurtures dormant leads and turns them into customers, enabling dealers to tap into a whole new revenue stream from within their own CRM.  

Dead Leads Turned to Dollars 

In just six months with Fullpath’s Audience Activation, Szott Ford sent over 257,000 hyper-personalized emails that resulted in a 39.19% open rate, more than double the industry standard of 15%. The AI-powered email campaigns engaged over 27,840 customers and brought in 64 sales, grossing over $193,500. 

7,496 of the leads engaged by Audience Activation were leads that had previously been marked as lost or dead in the dealership’s CRM. Fullpath’s campaigns transformed 958 of those leads into active shoppers, ultimately resulting in 9 sales. 

“[Audience Activation] is working 24/7, digging into our database and reigniting old customers,” said Stephen Gabbara, General Manager at Szott Ford.  “We just had a customer the other day I was looking at that had been dormant since 2014. I watched the system email and email them, finally getting the customer engaged and next thing you know, it turned into a sale. This is someone we hadn’t interacted with in seven years and they just bought a brand new car.”