Relationship-First B2B Marketing with Kaylee Felio

Episode SummaryKaylee Felio explains how PartsEdge helps new car dealerships stock the right parts and operate effectively in a niche market. She breaks down how PartsEdge works inside a dealership’s existing DMS to tighten inventory decisions, fill gaps left by standard systems, and make day-to-day parts management more efficient. Kaylee also shares her path into automotive software, from managing a Subway location and learning operations discipline early, to joining PartsEdge through relationships, then returning in 2016 to lead sales and marketing.From there, the conversation shifts to what actually works when the total addressable market is small. Kaylee and Brian discuss marketing tactics that build real industry relationships: podcasts and webinars, content rooted in the problems dealers are actively asking about, and consistent nurturing that keeps the company top of mind without spamming. They also dig into a core B2B challenge - parts managers feel the pain and become champions, while fixed ops leaders, GMs, and dealers often approve the spend. Kaylee shares how she’s translating parts problems into outcomes decision makers understand, including a cost-of-inaction calculator and clearer segmentation, and what it changes when operational expertise becomes the marketing engine.Key TakeawaysIn niche B2B markets, podcasts can be a relationship system (trust compounds through repeated conversations).Webinars work best when driven by real customer questions and a consistent cadence.Selling to the daily user matters: champions drive adoption, and retention improves when change is chosen, not forced.Messaging improves when it helps champions quantify the cost of staying the same in leadership-friendly dollars.Start with a single, clear problem framing to open the door to deeper value without overwhelming buyers.Segmentation gets practical when it reflects who the customer is now (e.g., veterans who want speed vs. new managers inheriting chaos).Timeline summaryEarly00:00:00 Brian introduces Kaylee Felio and why PartsEdge focuses on optimizing parts inventory for new car dealerships.00:01:10 How PartsEdge works inside the dealership DMS, filling gaps and improving stocking decisions.00:02:10 Kaylee’s path from managing a Subway location to joining PartsEdge through relationships with regular customers.00:04:10 Leadership lessons from fast food operations: showing the “why” and carrying work ethic into corporate roles.Middle00:07:20 The size of the dealership market and how a limited audience changes marketing strategy.00:08:20 PartsEdge growth through referrals and reputation, and building marketing from scratch.00:09:10 The most effective tactics: using a podcast to open conversations and highlight sought-after expertise.00:11:50 Monthly webinars as a recurring touchpoint, built from client requests (matrix pricing, forecasting obsolescence).Late00:14:30 The buyer challenge: parts managers care most, while fixed ops leaders, GMs, and dealers often decide.00:18:00 Using a cost-of-not-changing calculator to translate parts availability and inventory decisions into financial impact.00:24:50 Segmenting parts managers into profiles; using a quiz and tip sheet to tailor marketing and nurturing.00:27:20 What Kaylee is excited about next: deeper conversations with manufacturers and large dealer groups.00:28:10 How to connect with Kaylee and find PartsEdge; future podcast ideas.Links and Resources:LinkedIn: https://www.linkedin.com/in/kayleefelio/Company: http://www.partsedge.com/