Conference Agenda

8:00 am – 8:30 am


Grab your badge and some grub

8:30 am – 8:40 am

Intro to Ignition

The Beard and the Hair

8:40 am – 9:25 am

Would you keep a salesperson who acts like your website?

Eliana Raggio

In this session, Dealer eProcess Chief Marketing Officer Eliana Raggio will show dealers how to make their website more like a salesperson that builds rapport, asks questions, and offers solutions. A top-performing salesperson tailors their messaging to the potential car buyer, and a dealer’s website should too. Your site should engage customers, build trust, and ultimately drive sales – all by using the most powerful asset you own: your first-party data. Eliana will share some best practices, common mistakes, and examples of how to create a customer-centric website.

9:25 am – 10:10 am

Local PPC strategies that work for any budget

Mark Irvine

The search engine results page is increasingly crowded and becoming more complicated. Large dealerships and groups often spend hundreds of thousands or even millions of dollars a year on PPC – but how can smaller dealerships compete without the same budget? Outsmarting your larger competitors can be surprisingly easy… so long as you know the tricks of the trade. In this session, you’ll learn how to accurately target your local customers, utilize new local PPC ad formats, and optimize your campaigns for your local audience.

10:10 am – 10:30 am


Grab a drink, head to the bathroom, or chat with fellow attendees

10:30 am – 11:15 am

Reaching the unreachable: Taking back the power of 1st party data and reaching your own previously unreachable shoppers

Subi Ghosh

We have to change the way we think about advertising. While it only recently started being discussed in the automotive world, the outside world’s largest companies have been focused on first party data for years. First party data is the only way to overcome the potential retargeting challenges with looming cookie deprecation.

Advertisers that are paying attention know that retargetable audiences have decreased around 70% ALREADY. Advertisers that are paying even closer attention already have solutions in place to ensure they can still reach and convert their full potential shopper audience.

Let’s talk about everything you need to know about cookies, 1st party data, and the unreachables to take back the power of your own audiences and set your dealership on a path to convert in a post cookie world.

11:15 am – 12:00 pm

Stepping into the future with Google Analytics 4

George Nenni

The current version of Google Analytics will stop collecting website tracking data on July 1, 2023. Dealerships should have their new GA4 accounts in place (and they should own those accounts), and they should be beginning to understand how to use this powerful new platform. This session will show dealers the key differences between the old version of Google Analytics and GA4, how to run GA4 out of the box, and how to set up powerful custom reports.

12:00 pm – 1:00 pm


Time to grab some grub and chat with the other attendees

1:00 pm – 1:45 pm

All the small things: Amplifying efficiency in lead gen, conversion, fixed ops, and marketing

Shaun Raines

You won’t have to like Blink-182 to love this session.  Feel free to Take Off Your Pants and Jacket if you like, but prepare to leave with knowledge worth doing something about.  No, you won’t be going down a Rabbit Hole; you’ll be going down five rabbit holes!
  • Higher quality leads at a substantially lower cost
  • Website conversion optimization
  • Increasing service appointments
  • Parts eCommerce
  • Three Tier 3 marketing tips

1:45 pm – 2:30 pm

Torque your profitability: 5 steps toward recession-proofing your Used Car department

Jennifer Briggs

We are going to use NASA’s formula – with a different set of variables to ensure your Used Car Department is optimizing its momentum as the Used Car Market shifts moving into 2024.

  1. Leverage Search + Sales + CRM Data = Stocking strategy that is a Force to be reckoned with
  2. Reducing acquisition cost and time to market will shorten the time to turn, increasing torque
  3. Used Car pricing volatility is a pivot point for your bottom line
  4. Is your merchandising even ready for Marketing Momentum?
  5. Distance = Days to Sell; don’t get left underwater as the balance shifts under market conditions

2:30 pm – 2:45 pm


Grab a drink, head to the bathroom, or chat with fellow attendees

2:45 pm – 3:30pm

Ignition to Innovation: Propel Your Dealership Light Years Ahead with AI

Bobbie Herron

Blast off into a new realm of automotive success in this groundbreaking session. Join us as we embark on a cosmic journey, using Artificial Intelligence (AI). With a focus on “ignition,” we will demonstrate how AI can launch your dealership light years ahead of the competition.

In this high-energy session, you will discover how to harness the power of AI to revolutionize your dealership’s business development center (BDC), sales team, and CRM. Just like astronauts navigating the vastness of outer space, you’ll leave ready to conquer the challenges of the automotive industry with cutting-edge AI solutions.

Actionable takeaways:

  • Rocket-Fueled BDC: Learn innovative ways to use AI in your BDC to streamline processes, improve lead generation, and skyrocket customer satisfaction.
  • Galactic Sales Team: Empower your sales team by integrating AI-powered tools that enhance communication, optimize pricing, and boost closing ratios.
  • Revolutionary CRM: Discover how AI can transform your CRM, creating personalized marketing campaigns, automating follow-ups, and predicting customer behavior with precision.
  • Interstellar Collaboration: Foster a collaborative environment at your dealership by unifying your teams around AI-driven strategies and goals.
  • Cosmic Adaptability: Stay ahead of the curve by continually adapting to new AI technologies and industry trends, ensuring your dealership remains light years ahead of the competition.

Do not miss this opportunity to ignite innovation at your dealership and soar to astronomical heights in
the automotive world. Let’s boldly go where no dealership has gone before!

3:30 pm – 4:15 pm

How to be an automotive SEO superhero

Greg Gifford

SEO is your dealership’s most important marketing channel… But it’s one of the most difficult to understand and implement correctly. Countless vendors offer it, but hardly any do anything to actually increase your visibility. Forget the sales pitches and outdated tactics you usually hear in SEO sessions – Greg will explain the signals that influence visibility in local searches and exactly how to optimize those signals.

This will be advanced-level content – but that doesn’t mean you need to do your own SEO to benefit from the session. If you work with a vendor, you’ll leave with a higher level of SEO knowledge, so you can hold your current vendor accountable – or choose the right one to partner with instead. Greg will share advanced tactics for the 4 areas that influence your visibility – site content, links, Google Business Profiles, and reviews. He’ll also share data from over 700 dealership SEO audits and research into over 2,500 dealership Google Business Profiles, so you know what dealers are doing (or not doing) in the real world.

4:15 pm – 5:00 pm

Final questions with the experts

All of the speakers will take the stage for an open forum, taking final questions from the attendees.