Clayton Homes Utilizes ExactTarget's Cross-Channel Marketing Automation
Feb 06, 2013 (Close-Up Media via COMTEX) --
National home builder Clayton Homes attracted more than 30,000 prospective homebuyers in six weeks with a new giveaway campaign on Facebook and email, powered by global interactive marketing provider ExactTarget.
According to a release, 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 digital experience."
Clayton Homes' cross-channel lead nurturing campaign sends daily emails to 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 Consulting on behalf of ExactTarget.
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