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The Push-Pull of Strategic B2B Marketing
James Hardie Overview
James Hardie is the Manufacturer
James Hardie
Repair & Remodel
Dealer/Distributor
Builders/Developers
JH Goal/Vision for Growth
Increase category & market share
Siding market has a lot of players
Fiber Cement
Vinyl
Wood & Wood Composite
Masonry (non-competitor)
But there is a lot of opportunity
Existing homes dwarf opportunity for new construction
Metal 1%
Other 4%
Vinyl 44%
Masonry 22%
Wood 16%
Fiber Cement 13%
How Do You Grow in a Recession?
New housing starts were significantly down
More people staying in homes and investing in maintaining & improving existing home
Find a way to generate a high volume of leads in targeted areas and drive preference towards James Hardie
History of JH R&R Lead Generation
Sell Via the Contractor Channel
JH has sales reps that build contractor base
Identify and develop contractors
Drive preference for JH
Contractor is selling to the homeowner
Lead Generation Overview
Generate leads from website and PPC campaigns
Targeted direct marketing
No structured plan
Series of one-off communications
No lead management/nurturing plan in place
Sum of parts ≠ a complete program
Total Market Integration – Siding Center
JH entered a key market and completely owned the process
Generated leads
Sold the job
Installed product on the home
Effective but not sustainable or scalable
Created preference, now focus on building contractor base
Road Shows and Home Shows
Fits more in line with brand building and awareness
Educates homeowners
Seasonal, not sustainable year round
Ambassador Program Strategy
Strategic Imperative 1: Brand + Demand TM
Awareness and Lead Generation
Advertising
Direct Marketing
Interactive
Public Relations
Strategic Imperative 2: Predispose, Pre-Sell
Homeowner Insists on Hardie at the Sit
Home Shows
Referrals
Channel
Advertising
Strategic Imperative 3: Disrupt the Category – Change the Sale
Business Strategy: Own the Lead
Marketing Strategy: Differentiation and Awareness
Creative Strategy: Consumer Lifestyle Brand
Methodology
Own the Homeowner
Hardie Ambassadors
Mobile Showroom
More than a Ground Game
2,179
2,033
355
1,796
271
Record Count
Treatment of Leads
2014 RFQ Lead Pipeline
Creative Strategy
Offer
Program Execution
Ambassador Program Execution
Piloted program with 2 markets
Multiple stakeholders to execute
Marketing = development & strategy
Sales = program execution
Launch, then optimize
Review results, improve, then expand
Results proved long-term benefit to contractors and JH
Improved training, technology and communications
2 6 markets
Key Takeaways
Tap into Underutilized Value in the Channel
Reclaim the Sales Process and Reweight the Power
Find the Additional Value in Lead Generation
Make Your Differentiation Visible
Good Lead Gen Programs Prove the Value of Marketing
You Can’t Always Speed Up the Sales Cycle, but You Can Always Drive Preference
Use Your Lead Gen Program as a Tool to Solve Other Issues
The B2B Sell to the Consumer
Emotional Drivers
Different Value Propositions for Decision-Makers and Influencers
Look Like a Consumer Brand
Create a Separate Path to Purchase for Consumers
Questions
Thank You