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James Hardie Increases Marketing Campaigns by 523 Percent With MarketoSAN MATEO, Calif., July 28, 2015 /PRNewswire/ --
James Hardie Building Products Inc., a global supplier of fiber-cement building materials, successfully leveraged Marketo's Engagement Marketing Platform to shift from a business-to-business distributor to a consumer-driven brand. By using Marketo to streamline data and keep better track of leads, the company has developed long-standing relationships with consumers that are still converting into sales up to two-years after the initial point of contact. Following the 2008 housing crisis, James Hardie recognized that it needed to reach homeowners directly in order to get to know its end customers and improve sales. The company began searching for a marketing automation platform that would centralize its data and provide insights into prospective customers from multiple touchpoints, be it entry into a sweepstakes or a request for a quote. Greater detail would provide the resources necessary to make the marketing department a key player in driving company growth. With Marketo, James Hardie increased its campaign volume by 523 percent – without adding additional marketing staff. Over two years, the team sent 145,000 highly targeted emails to customers and prospects resulting in a 40 percent open rate, a 9 percent click-through rate and only a 0.1 percent opt-out rate. Emails became the second biggest referral source to jameshardie.com. Overall, there was a 200 percent increase in consumer interactions, which James Hardie was then able t nurture into long-term relationships. A clearer look into consumers' interests and needs meant that James Hardie could serve targeted content in a timely fashion that would better resonate with the audience. With clear insight into the purchase cycle through Marketo, the company reduced "unknown" prospect statuses by 40 percent and improved customer engagement by 71 percent. "Decisions on how to rebuild or remodel a home take time, and Marketo allows James Hardie to be with its prospects and customers along every step of their journey," said Bridget Kulla, Digital Marketing Manager at James Hardie Building Products. "Our ability as a company to effectively interact with consumers on an individual basis has led to higher sales, but more importantly has had real-world impact in providing victims of natural disasters with useful information to rebuild as quickly as possible." About Marketo About James Hardie Building Products, Inc. Logo - http://photos.prnewswire.com/prnh/20070917/AQM011LOGO
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/james-hardie-increases-marketing-campaigns-by-523-percent-with-marketo-300119257.html SOURCE Marketo |