Cars.com is a top-ranked site for auto shopping that serves both consumers and auto dealerships. They were experiencing many challenges while aggressively pushing for growth and trying to outpace a fast-changing industry and fast-moving competitors.
Cars.com engaged Avenue to transform how they engage and deliver value to dealers, their primary source of revenue.
To ensure the B2C and B2B brands were moving in the same direction, we modified a provocative consumer campaign and brand guidelines to appeal to pragmatic dealers, and initiated new tactics to reach them with the Cars.com message.
To demonstrate new value to dealers, we architected the successful launch of a suite of new core products that provided dealers with an innovative new data-driven method of understanding the effectiveness of their total marketing efforts to new car shoppers.
For Cars.com sales reps, we developed interactive sales tools and training materials—including iPad apps and talk tracks. The result is a highly consultative sales force that is more targeted in its planning, personable in its approach and impactful in its delivery.
We helped Cars.com put their relationships with dealers in the fast lane through a strategy built on a thought-leadership and compelling new ways to deliver value.
“You really helped us establish a significant presence for B2B marketing at Cars.com that simply did not exist before.”
DONNA AUGUST, DIRECTOR OF B2B MARKETING, CARS.COM
Brand and product architecture
Web and digital sales tools