Case Study: James Hardie achieves 200% more consumer interactions and 71% higher engagement with Marketo

James Hardie Leverages Marketo to Create Customer Touchpoints & Drive Leads

James Hardie Building Products, a global leader in fiber‑cement building materials, faced a major marketing challenge: a database of hundreds of thousands of leads with more than 70% in an unknown status, no reliable way to track lead progression or campaign ROI, and heavy reliance on contractors to update Salesforce. After the 2008 shift from new construction to remodeling, the company needed a way to reach the endpoint consumer—the homeowner—and create strategic customer touchpoints to drive leads.

Using Marketo, James Hardie piloted street‑level outreach in Chicago and DC where reps used a tablet app to capture homeowner leads directly into Salesforce and Marketo, triggering automated nurture emails and faster contractor handoffs. The program enabled the company to insert itself into homeowner conversations, track campaign effectiveness, and scale outreach; results included a 523% increase in campaign volume, a 200% rise in consumer interactions, a 71% lift in engagement, stronger lead retention and higher close rates—all achieved with the same marketing staff.

JameHardie

Bridget Kulla

Digital Marketing Manager, James Hardie Building Products