Case Study: James Hardie Building Products achieves 200% more consumer interactions and 523% more campaigns with Marketo

James Hardie Leverages Marketo to Create Customer Touchpoints & Drive Leads

James Hardie Building Products is a global leader in fiber‑cement building materials, with roughly 2,500 employees and over $1.5 billion in annual revenue. After the 2008 housing downturn shifted demand from new construction to remodeling, the marketing team faced a fragmented lead database (over 70% unknown status), one‑off campaigns tracked in spreadsheets, and dependence on contractors to update Salesforce, leaving the company unable to target homeowners or measure campaign effectiveness.

Using Marketo, James Hardie launched pilot programs in Chicago and Washington, D.C., where reps used a tablet app to capture homeowner leads that flowed immediately into Salesforce and Marketo, triggering automated nurture emails and quick handoffs to contractors. The program drove a 523% increase in campaign volume, 200% more consumer interactions and a 71% lift in engagement, produced the company’s highest‑performing lead markets, improved response and retention through the funnel, and provided data to better target consumers and support recovery efforts after Hurricane Sandy.

James Hardie Building Products

Bridget Kulla

Digital Marketing Manager