SAN MATEO, Calif., July 28, 2015 /PRNewswire/ --
- 523% increase in number of campaigns
- 71% increase in customer engagement
- 40% reduction in "unknown" lead status
- 40% open rate on customer emails
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 to 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
Marketo (NASDAQ: MKTO) provides the
leading marketing software and solutions designed to help marketers
master the art and science of digital marketing. Through a unique
combination of innovation and expertise, Marketo is focused solely
on helping marketers keep pace in an ever-changing digital world.
Spanning today's digital, social, mobile and offline channels,
Marketo's Engagement Marketing Platform powers a set of
breakthrough applications to help marketers tackle all aspects of
digital marketing from the planning and orchestration of marketing
activities to the delivery of personalized interactions that can be
optimized in real-time. Marketo's applications are known for their
ease-of-use, and are complemented by the Marketing
Nation®, a thriving network of more than 400 third-party
solutions through our LaunchPoint® ecosystem and over
50,000 marketers who share and learn from each other to grow their
collective marketing expertise. The result for modern marketers is
unprecedented agility and superior results. Headquartered in
San Mateo, CA with offices in
Europe, Australia and Japan, Marketo serves as a strategic marketing
partner to more than 4,100 large enterprises and fast-growing small
companies across a wide variety of industries. For more
information, visit www.marketo.com.
About James Hardie Building Products,
Inc.
James Hardie is the
global leader in fiber cement technology, and has been furthering
founder James Hardie's innovative,
entrepreneurial legacy around the world for more than 125 years. It
invented fiber cement siding products in the early 1980s as a
durable, lower-maintenance alternative to wood and vinyl. Its
products combine innovation and versatility to offer a variety of
design possibilities, matched with specific performance attributes
relative to the climate where the product is being used. Currently
installed on more than 5.5 million homes in North America, James
Hardie has earned a favorable reputation within the industry
and has been specified in some of the country's most prestigious
projects. For more information about James
Hardie visit http://www.jameshardie.com.
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SOURCE Marketo