With Marketo Engage, James Hardie increased their volume of campaigns by 523%, creating a 200% increase in consumer interactions, all with the same marketing staff. Response rates are up and leads are now staying engaged and retained through the funnel.
The two test markets using Marketo have far and away driven the most leads of any other area in the company. Since leveraging Marketo Engage, James Hardie has seen consumer engagement increase by 71%. Fostering strong relationships with consumers translates directly to a higher volume of leads and a better close rate.
In addition, explains Bridget Kulla, Digital Marketing Manager at James Hardie Building Products, “With Marketo Engage, we’re able to collect so much data that we can leverage to hone in on the consumers and better support them through the purchase lifecycle.”
After Hurricane Sandy, James Hardie used Marketo Engage to quickly distribute videos about their products, incorporating stories from the affected areas along the eastern seaboard. “We used Marketo Engage to hone in on consumers in areas affected by providing relevant data in efforts to assist in rebuilding neighborhoods after Hurricane Sandy,” adds Kulla.
Kulla concludes: “Now that we see what’s possible with Marketo Engage, we are looking at how else we can leverage the solution — to touch other audiences, expand our scope with our contractor audience, as well as utilise consumer scoring and engagement metrics. We want to make the most of every opportunity and the last year has demonstrated that Marketo Engage can have a huge impact on growing leads and increasing service levels.”