<img height="1" width="1" src="https://www.facebook.com/tr?id=384683545353150&amp;ev=PageView &amp;noscript=1">

JAMES HARDIE NZ

James Hardie NZ transition from Pardot to Hubspot to support their Marketing Automation Strategy

James Hardie NZ transition from Pardot to Hubspot to support their Marketing Automation Strategy

James Hardie NZ adopted the marketing automation platform Pardot in September 2016. Using the platform over the following two years primarily to send newsletters, the business wanted to maximise their investment by developing a marketing automation strategy that would see the platform used to its full capabilities.

Nurturing leads and increasing customer satisfaction were key priorities, and James Hardie NZ’s Marketing Manager was focused on developing a strategy to purposefully support the business’ overarching objectives and pain points with a measurable outcome. Moreover, the team wanted to see a strategy translated into specific projects so they had a roadmap to deliver on the strategy.

 

THE PROBLEM

  1. While the team were excited about marketing automation, the business was unsure how to use marketing automation to support the business’ overarching objectives, namely bridging a gap between awareness and consideration.
  2. Pardot was considered ‘difficult to use’, ‘too technical’ and ‘clunky’ which translated to low use of Pardot.
  3. The business didn’t want to have to rely on a third party every time they wanted to develop a campaign: they needed to find a tool that worked for the team so they could execute on the strategy internally without the added costs of additional agency support.

THE RECIPE

A marketing automation strategy was developed in consultancy with the marketing, customer service and sales teams. A customer journey was mapped, a comprehensive SWOT analysis was undertaken, and the business’ over-arching objectives were reviewed to ensure a marketing automation strategy was developed to support each of their 4 customer segments as well as each internal department.
With the James Hardie NZ team in full agreement on a fit for purpose marketing automation strategy that responded to the business’ needs, projects were developed for the team to undertake that would see the marketing and sales teams delivery to the strategy.
A final hurdle was identified by the team in that Pardot was considered ‘difficult to use’. RECIPE conducted a needs-assessment, and worked with the team to find a marketing automation platform that would be the right fit for the team’s capabilities and objectives.

THE RECIPE

THE RESULTS

HubSpot was identified as the right tool for the team, and to deliver to the strategy developed both now and in the future. A trial period saw the team learn how to create landing pages, workflows and emails in Hubspot with RECIPE guiding the team through adoption. The business decided to onboard with HubSpot in December 2018.

With a marketing automation strategy in place and the right platform to support the delivery of the strategy, James Hardie NZ now has a clear vision and the right tools to ensure return on investment in marketing automation.

Win A Custom Coffee Table Worth S3000

JAMES HARDIE NZ

Project: Marketing Automation Strategy, Marketing Platform Implementation and training

jameshardie.co.nz

Share