Sales & Marketing Pathway
Session 6
Wednesday, Dec. 9, 8:30 - 10:00 am
How Modern Dealers Win Attention from the Right Buyers
With Rich DeLancey
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Most dealerships are still measuring marketing the way they did in 2015. Last-click attribution, three-touch reporting, a single Facebook campaign and a CRM full of leads that "didn't convert." Meanwhile, the consumer has fundamentally changed.
The boat buyer who walks onto your lot today has been hit with thousands of advertising messages. Almost none of them came from you.
This workshop from digital marketing veteran Rich DeLancey answers questions dealership principals, sales leaders and marketing pros should be losing sleep over:
How many times do you need to touch a buyer to win the sale?
Of the thousands of "dead" leads in your CRM, how many look like the people who bought a boat last year, and what would happen if you targeted them that way?
The two biggest forces reshaping retail right now are the modern consumer's shattered attention and the velocity of AI. Walk away from this session with a tactical response to both.
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Apply provided AI prompts to analyze your sales data for patterns and use those patterns to score unconverted leads and target high value prospects
Explain what modern attention costs and why traditional dealer marketing underdelivers
Construct a media activation plan for AI-discovered buyer profiles, including CTV, audio, display and digital
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Richard DeLancey is Co-Founder and Chief Innovation Officer of Coast Technology, which provides dealers with an identity-resolution, attribution and AI-driven marketing ecosystem. Over the past 30-plus years, DeLancey has built his career helping dealers connect marketing investments to measurable revenue. His sessions arm dealers with strategies to navigate the rapidly changing digital landscape shaped by artificial intelligence, changing consumer behavior, and the decline of traditional SEO.
Most dealerships are still measuring marketing the way they did in 2015. Last-click attribution, three-touch reporting, a single Facebook campaign and a CRM full of leads that "didn't convert." Meanwhile, the consumer has fundamentally changed.
Register for Dealer Week
Dealer Week 2026 brings new sessions, new speakers and new ideas on The New Fundamentals. This year’s education is centered around the foundations of modern dealership success: AI adoption, rising customer expectations, and operational efficiency.
