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.
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.