Case Study: James Hardie achieves a 71% increase in consumer engagement and 523% more campaigns with Adobe Marketo Engage (Adobe)

James Hardie leverages Adobe Marketo Engage to create customer touchpoints and drive leads

James Hardie Building Products, a global fiber-cement manufacturer, faced a marketing challenge: hundreds of thousands of consumer and trade leads with more than 70% in unknown status, limited campaign measurement, and reliance on contractors for data updates. After the housing market shift toward remodeling, the company needed a way to reach homeowners directly, track lead progression, and gain better customer insights to drive more effective interactions.

Using Adobe Marketo Engage, James Hardie piloted street-level outreach in Chicago and Washington, D.C., where reps capture lead data on a tablet that feeds Salesforce and Marketo, triggering automated emails and follow-ups. The approach enabled direct consumer engagement, better campaign tracking, and contractor support—resulting in a 523% increase in campaigns, a 200% rise in consumer interactions, and a 71% boost in consumer engagement, all with the same marketing staff.

James Hardie

Bridget Kulla

Digital Marketing Manager