Modern Dealer Marketing: What Works—and What to Leave Behind

Don Hundley, founder of Iron Pulse Solutions and former equipment industry insider, breaks down what’s broken in the average dealer’s marketing strategy—and outlines a practical, ROI-focused approach for today’s market.You’ll learn how today’s most effective dealers are aligning marketing with inventory movement, used equipment targets, rental utilization—and most importantly, customer voice. By leveraging tools like customer reviews, experience insights, and user-generated content, these dealers are making smarter marketing decisions that truly connect and convert.We’re breaking down:Why marketing dollars are often wasted—and how to fix itHow to align marketing with fleet mix, market share goals, used inventory, seasonal demand, and parts/service departmentsHow to use customer reviews, experience data, and UGC to power more relevant, results-driven marketingDigital tactics that generate real leads for equipment dealersWhich metrics to track (beyond impressions and clicks) to prove ROIHow to shrink your “Sales Prevention Department”—from the first search to the signed deal