|[February 01, 2013]
Homebuilder Transforms Buying Experience with ExactTarget's Cross-Channel Marketing Automation
INDIANAPOLIS --(Business Wire)--
National home builder Clayton Homes attracted more than 30,000
prospective homebuyers in six weeks with a new giveaway campaign on
Facebook (News - Alert) and email, powered by global interactive marketing provider ExactTarget (NYSE:ET).
Using ExactTarget's Automation Studio, SocialPages and Email
applications, Clayton Homes launched a custom Facebook tab inviting Fans
to enter a weekly giveaway, offering homebuyers the opportunity to
subscribe to personalized emails featuring custom tips and professional
advice based on the consumer's stage in the buying process
"Now more than ever, social engagement is driving real business results
- from generating leads to improving customer satisfaction and driving
website traffic," said Tim Kopp, ExactTarget's chief marketing officer.
"By integrating social, email and marketing automation, Clayton Homes is
transforming the home buying process into a personalized cross-channel
Clayton Homes' cross-channel lead nurturing campaign sends daily emails
o engaged homebuyers featuring whitepapers, videos and advice on the
purchase process. To drive greater engagement, Clayton Homes uses
ExactTarget's A/B testing to ensure prospective buyers receive messages
with the right content at the right time, said Jim Greer, Clayton Homes'
lead generation manager.
"Marketing automation has allowed us to build a strong foundation,
framing lead management as the cornerstone of our lead generation
process," said Greer. "ExactTarget allows us to simplify the home buying
process, improving the customer experience and helping clients achieve
their dream of buying a home."
Clayton Homes' cross-channel success follows the
release of a new commissioned study conducted by Forrester (News - Alert) Consulting on
behalf of ExactTarget. The study found 35 percent of marketers ranked
managing marketing campaigns across multiple marketing point solutions
as one of their greatest challenges - despite 78 percent who said they
believe cross-channel marketing is important or very important to their
business. To download a complimentary copy of the research, visit www.exacttarget.com/CrossChannelStudy.
ExactTarget is a leading global provider of cross-channel interactive
marketing software-as-a-service solutions that empower organizations of
all sizes to communicate with their customers through email, mobile,
social media, Web and marketing automation. ExactTarget's suite of
integrated applications enable marketers to plan, automate, deliver and
optimize data-driven digital marketing and real-time communications to
drive customer engagement, increase sales and improve return on
marketing investment. Headquartered in Indianapolis, Indiana with
offices in North America, Europe, South America and Australia,
ExactTarget trades on the New York Stock Exchange under the ticker
symbol "ET." For more information, visit www.ExactTarget.com.
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