Distributing leads effectively can be a real challenge.

How do OEMs ensure quality leads reach the right dealers at the right time, while also maintaining a positive customer experience?In this episode, Joe Mills talks with Dustin Clark, VP of Digital at Element Three, about the complexities of lead distribution. They explore how to cater to dealers with different levels of sophistication and what OEMs can do to ensure leads are handled in the most effective way possible.

You’ll learn:

• How to build a lead distribution strategy that works for different dealer types
• Why lead scoring and nurturing are crucial to long-term success
• The importance of keeping brand presence alive even after the lead is passed on

Things to listen for:
(00:00) Introduction

(01:02) Overview of the B2B2X Lead Distribution Challenge

(03:27) The Importance of a Flexible Platform for Dealer Sophistication

(05:14) Defining a "Sales-Qualified Lead" for Effective Targeting

(07:06) Strategies for High-Sophistication Dealers and Lead Volume

(09:18) Lead Scoring and Engagement for Dealers

(10:37) Managing Lead Timing for Low-Sophistication Dealers

Launching a new product in a crowded market? For OEMs and dealers, success hinges on more than just the product itself.

In this episode, Joe Mills speaks with Brian Cole, Director of Marketing Strategy at Element Three, about how marketing can become the backbone of product sales and distribution. They discuss setting up dealers for success, crafting brand stories that resonate, and the strategies that drive results.

You’ll learn:
How marketing can become a vital partner in product sales and distribution
Why aligning with product and sales teams creates stronger product launches
Practical ways to equip dealers with tools for successful customer engagement

Things to listen for:
(00:00) Introduction
(01:30) How marketing supports product launches for OEMs and dealers
(02:16) Using front-end marketing insights to close gaps and reach new customers
(05:07) Understanding the different scales of product launches
(06:08) Continuous market research vs. reactionary marketing
(07:11) Equipping dealers with the tools to drive sales
(08:34) Adjusting brand storytelling for new markets and product launches
(11:47) Practical steps for creating a product intelligence framework
(12:46) Partnering with product teams for smarter launches

Navigating a zero-click environment? For OEMs and dealers, adapting to this new reality is critical to staying relevant and visible.

In this episode, Joe Mills sits down with Dustin Clark, VP of Digital at Element Three, to unpack the impact of zero-click search on marketing strategies. They explore how AI is reshaping consumer behavior, why visibility matters as much as lead generation, and the shifts marketers need to make to win in a zero-click world.

You’ll learn:
Why visibility in search results is crucial for brand success in a zero-click landscape
How to create content that educates, informs, and builds trust without needing a website click
Practical ways for OEMs and dealers to adapt to AI-driven changes in consumer behavior

Things to listen for:
(00:00) Introduction
(01:21) How AI and zero-click are changing search behavior
(03:16) SEO and the evolution of natural language in search
(05:20) Why visibility matters in a zero-click world
(07:04) Building content for AI-driven search and rich snippets
(09:42) Measuring success without website clicks
(11:17) Balancing brand visibility with ROI-focused marketing
(13:42) Customizing experiences to win trust and engagement
(15:14) The role of OEMs in dealer success and lead quality
(17:19) Strategies for co-branded marketing with dealers
(19:22) Overcoming fear in shifting to a zero-click strategy
(21:41) Why visibility and adaptability are critical for the future

Did you know that effective marketplace advertising can drive high-quality leads and faster sales for OEMs and dealers?

In this episode, Joe Mills talks with Bennett Clark, Senior Paid Media Manager at Element Three, about the value of marketplace advertising in the customer journey. From understanding marketplace dynamics to practical steps for dealers and OEMs, they cover how to maximize reach and drive more foot traffic to dealerships.

You’ll learn:

• Why marketplace advertising is critical for OEMs and dealers

• How to use places like RV Trader and GoRollick to connect with ready-to-buy customers

• Tips for launching a low-risk marketplace advertising pilot

Things to listen for:

(00:00) Introduction

(01:06) Defining marketplace advertising for OEMs and dealers

(02:50) The role of marketplaces in customer journeys

(04:11) OEM vs. dealer benefits of marketplace advertising

(05:39) Seasonal considerations for ad spending

(08:57) Tips for launching a low-risk advertising pilot

(11:12) Tracking sales impact and lead attribution

Product launch assets may be limited, but your impact doesn’t have to be. In this episode, Joe Mills sits down with Theresa Goodall, Associate Creative Director at Element Three, to talk about how to build a launch that resonates—even if the product isn’t fully ready. They discuss the role of storytelling, creative timing, and visual strategy in capturing interest before, during, and after launch day. 

You’ll learn:

• Why crafting a strong story is essential when assets are limited

• How to keep momentum alive after launch day with strategic planning

• When to use lifestyle vs. product-specific visuals to capture attention

• Tips for aligning marketing and product teams for a seamless launch

Things to listen for:

(00:00) Introduction

(01:00) The importance of storytelling when assets are limited

(02:19) When to start marketing for an unfinished product

(03:56) Building hype with stories when assets are missing

(05:33) Strategies for sustaining interest beyond launch day

(07:18) Aligning product development and marketing teams

(07:50) Essential creative assets for a memorable launch

(10:20) When to use lifestyle vs. detailed product visuals

(12:16) Adapting assets to each stage of the buyer journey

(13:19) Collaboration between creative and performance teams

Your product launch doesn’t end on release day. In this episode, host Joe Mills sits down with Cade Jones, Marketing Strategist at Element Three, to explore a three-phase approach to product launches. They discuss how OEMs can build anticipation, sustain momentum post-launch, and measure success every step of the way.

You’ll learn:

• How a phased approach strengthens product launch impact

• Why building anticipation pre-launch can drive long-term success

• Which metrics can help OEMs measure success before, during, and after launch

Things to listen for: (00:00) Introduction

(01:08) Common pitfalls in product launches

(02:59) Using incremental testing to avoid pre-launch perfectionism

(05:21) Balancing focus on new vs. existing products, post-launch

(08:15) Key metrics for each phase of a product launch

(10:01) Moving from testing metrics to performance metrics

Smarter inventory management leads to higher sales and faster reduction of distressed stock.

In this episode, Joe Mills and Dustin Clark, VP of Marketing Strategy at Element Three, discuss innovative ways for OEMs to improve inventory management. From using automation to handle excess stock to enhancing dealer relationships, they cover strategies about how to use information to move products more efficiently.

You’ll learn:

• How OEMs and dealers can sync systems for better inventory control

• Tech solutions to enhance inventory management

• Strategies to move distressed stock fast with targeted marketing

Things to listen for:

(00:00) Introduction

(01:17) Managing distressed inventory with asset libraries

(04:36) Automating inventory marketing based on sales cycles

(07:23) Closing the sales loop to avoid missed opportunities

(08:23) Pricing and promotions in inventory management

(08:45) Test distressed inventory strategies through small pilot tests

Your technology stack can create a competitive advantage against other OEMs.

In this episode, host Joe Mills sits down with Dustin Clark, VP of Marketing Strategy at Element Three, to discuss how to optimize OEM-dealer relationships through smarter technology and processes.

You’ll learn:

• How to make OEM and dealer technologies work together

• Why both parties will get value from making that connection point happen

• Which technology options you can use based on different budgets

Things to listen for: (00:00) Introduction (01:17) Identifying the missing piece in OEM-dealer technology stacks (02:28) The importance of automating the lead handoff (04:03) Tools and platforms for building the bridge between OEMs and dealers (04:52) Addressing data privacy concerns (06:22) How OEMs can overcome dealer hesitation about sharing customer data