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PDM Automotive helps brands and resellers in the automotive parts aftermarket turn their product content into revenue by streamlining omnichannel strategies. Seamlessly connecting brands and resellers through a single platform, PDM powers a growing ecosystem of manufacturers, distributors, and resellers of all sizes for frictionless content flow, driving operational efficiency and sales growth. PDM serves a network of over 500 brands and thousands of resellers and has partnerships with leading e-commerce and marketplaces, including BigCommerce, Shopify, eBay Motors, and Walmart, for the automotive industry.
THE CHALLENGE
PDM Automotive needed to scale their operations and boost performance in three key areas: lead generation, brand awareness, and CRM management. Despite serving over 500 brands and thousands of resellers, their existing processes weren’t fully optimized for efficiency or growth. PDM aimed to increase MQLs, boost email conversion rates, drive more traffic to their website, and clean up their CRM to re-engage cold contacts and automate workflows.
THE SOLUTION
Our team created a comprehensive plan to address these goals, focusing on three primary areas:
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Lead Generation: We designed email nurturing campaigns, an interactive quiz on the homepage, and a "Request a Demo" landing page. We developed multimedia CTAs to foster more meaningful conversations and updated buyer personas. We also re-engaged cold leads and segmented the database to deliver targeted content by industry and persona.
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Brand Awareness: We utilized the interactive quiz and promotional materials to drive engagement. We created a high-performing conversion path for their most valuable content, the ACES & PIES Guide, to attract the right audience.
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CRM: We implemented lead scoring and automation, drawing on historical CRM data. We segmented contacts by industry and persona, cleaned up the CRM with nurturing workflows, and shortened email delays for re-engagement (30 days) and cold nurture (60 days). Robust reporting dashboards allowed for ongoing performance tracking.
THE RESULTS
86.6%
Increase in leads, quarter over quarter
54%
Increase in organic webpage sessions
Lead Generation: The original goal of increasing leads by 40% quarter-over-quarter was surpassed, with an 86.6% increase in leads, exceeding projections by 12%. Email conversion rates also saw significant improvement, rising by 78% QoQ—well above the 34% target.
Brand Awareness: Organic traffic to the website increased by 54%, resulting in 9,341 sessions—exceeding the goal of a 45% increase.
CRM Management: Following the CRM cleanup, 31% of the database was re-engaged. Lead scoring and automation were successfully applied across the CRM, automating lifecycle stages and internal notifications. Originally manual, lead status assignments transitioned to a beta automation tool for streamlined workflows.
You [all] have the best collaboration skills and a knack for somehow speaking to customer stakeholders of a whole SPECTRUM of marketing knowledge/understanding.
Erin Hannon
Director of Marketing