Mercedes-Benz of The Woodlands, a premier dealership located north of Houston, Texas, has rapidly established itself as a leader in customer service and sales since its inception in 2015. Part of the Dream Motor Group, this dealership, known for its exceptional amenities including complimentary lifetime car washes and a dedicated product genius bar, faced a common challenge in the competitive automotive market: effectively driving leads for both its sales and service departments in a relatively short timeframe. This case study explores how Mercedes-Benz of The Woodlands overcame this hurdle and achieved remarkable results through strategic digital marketing initiatives.
The Challenge: Lead Generation in a New Market
As a newer dealership, Mercedes-Benz of The Woodlands lacked the extensive pre-existing customer database enjoyed by more established competitors. Amy Rothenberger, Director of Marketing & Business Development at Dream Motor Group, identified a critical issue: their internet sales team was disengaging from potential customers too quickly if immediate interaction wasn’t apparent. The need was clear – Mercedes-Benz of The Woodlands required a robust digital marketing solution that could automatically and consistently engage with customers, nurture leads through the sales funnel, and ensure that sales development representatives (BDCs) were connected with prospects at the optimal moment in their purchasing journey.
“We were emailing often, but not at scale, and the content wasn’t as relevant or personalized as I wanted,” explained Amy Rothenberger, highlighting the limitations of their existing outreach efforts.
The Solution: AI-Powered Customer Engagement with Outsell
Seeking a more sophisticated approach, Rothenberger discovered Outsell at an industry conference. Impressed by a presentation from another Outsell client detailing their success with data-driven digital marketing, she investigated further. “I really liked the approach this customer was taking, in terms of using technology and predictive models to personalize email and offers,” Rothenberger noted, leading her to connect with Outsell. She quickly realized that Outsell’s platform offered the comprehensive solution Mercedes-Benz of The Woodlands needed to elevate their digital marketing strategy.
Mercedes-Benz of The Woodlands implemented Outsell’s Virtual Customer Engagement platform, leveraging its AI-driven marketing automation to create highly personalized customer experiences. Key features included buyer detection, which identifies customers actively in the market to purchase, and inventory mover, which intelligently matches potential buyers with relevant vehicles in their inventory. This powerful combination proved transformative for Mercedes-Benz of The Woodlands, enabling them to connect with customers on a more individual level and anticipate their needs effectively. As Rothenberger aptly put it, “I think of Outsell as a psychic BDC that always knows just what a customer wants and never takes a day off.”
Remarkable Results: Driving Revenue and Service Appointments
The impact of Outsell’s platform on Mercedes-Benz of The Woodlands’ performance has been significant and clearly measurable. Rothenberger emphasizes that “Outsell isn’t just a cost center, it’s contributing to revenue,” underscoring the platform’s direct impact on the dealership’s bottom line. Remarkably, Outsell is credited with influencing 70 percent of overall sales and a staggering 96 percent of service appointments at Mercedes-Benz of The Woodlands.
To validate these results, Rothenberger utilizes detailed reports provided by Outsell and conducts matchback analyses, meticulously examining individual deals to pinpoint the factors that influenced the sale. These analyses consistently demonstrate Outsell’s crucial role in their marketing ecosystem. Furthermore, Google Analytics data reveals that Outsell ranks first in driving new, used, and Certified Pre-Owned (CPO) Vehicle Detail Page (VDP) views, excluding organic and paid website traffic, since the beginning of the year. Based on this success, Dream Motor Group has expanded Outsell’s implementation to several of their other dealerships, with plans for continued expansion.
Key Performance Indicators Highlight Outsell’s Impact:
- 29.8 total linked sales per month
- 373.7 linked Repair Orders (ROs) per month
- 34.6% of linked sales originating from CRM prospects, unsold leads, or service-only customers
These metrics illustrate the tangible benefits Mercedes-Benz of The Woodlands has gained by embracing AI-powered digital marketing, solidifying their position as a leading Mercedes-Benz dealership in the competitive Houston market.
