New business generation campaign by Market Makers for ADP Dealer Services

Market Makers remit was to provide lead nurturing and lead generation in order to create new business opportunities for ADP's sales team

About ADP
ADP is a leading supplier of business solutions to the retail automotive industry, with a global turnover of US $7bn. Their dealer services portfolio includes the Autoline fully-integrated management system that provides dealers with visibility across their entire operations, from inventory to finance and car showroom management, streamlining their business processes.

Strategy
In the UK, ADP has a 42% share of the total franchised dealer market and over 60% share of the top 100 motor dealers, and they plan to build upon this impressive record of penetration with an ongoing strategy for new business generation.

Market Makers remit within this fuller strategy was to provide lead nurturing and lead generation in order to create new business opportunities for ADP's sales team. It was identified that using telemarketing would enable ADP to gather valuable market intelligence to help them increase the relevance of their collateral to their target audience, as well as providing sales-ready leads through the use of a clear qualification process.