With a clear marketing automation strategy, project plan, and the right marketing automation platform in place, James Hardie NZ's in-house team has been empowered to meet the needs of their prospects and customers in order to drive business outcomes.
Longtime users of Pardot, a marketing automation platform, James Hardie NZ had invested a significant amount in a grunty tool but could not see a return on their investment. To date, the team had been using Pardot to send newsletters: functionality that could be gained from implementation of a low-cost email sending platform. James Hardie NZ's marketing manager engaged RECIPE marketing to design a project that would see return on investment in the tool by delivering on the business' broader goals and challenges.
To define the key challenges the marketing automation strategy should respond to, a series of workshops with the marketing, customer service and sales teams saw a review of the business' overarching objectives, a digital health check to understand how users were engaging with digital assets, customer journey mapping, evaluation of key personas, and a SWOT analysis.
3 Focus areas were pinpointed: increasing customer satisfaction, driving conversion from product awareness to consideration, and sales & marketing alignment.
Targeting, segmentation, content, conversion and retention strategies were developed showing how marketing automation could be used to create a frictionless, delightful experience for users and customers.