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