JG King Homes
Marketing Automation / Marketo Customer Experience
Marketing Automation / Marketo Customer Experience
JG King Homes continues an innovative partnership with Social Garden, embracing Marketing Automation to nurture leads as they progress through the sales funnel. This approach, guided by the team at Social Garden, focuses on optimizing the JG King Homes Marketo Implementation to streamline customer journeys and enhance conversion rates.
Services
Timeframe
June 2018 - March 2019
Boost Efficiency
Increase automated communications to the JG King Homes database
Smooth Handover
Execute lead scoring, optimise Salesforce & implement sales alert strategy to bridge marketing and sales
Strong Conversion
Create a seamless and integrated online and offline sales experience to increase lead velocity and reduce fallovers
“From the initial workshop through to the execution of the video content to support the nurtures, it was essential for all stakeholders to have a customer-first mindset – understanding the job to be done at every stage of the consumer’s decision making process.”
- Danielle Skittrall, Account Director
The Social Garden team, led by Account Director Danielle Skittrall and Head of Marketing Automation Strategy, Cat Hand, developed a comprehensive plan leveraging Marketo to nurture the JG King Homes database, ensuring a smooth transition through every sales stage.
BRAND STORYTELLING & INCREASED TOUCHPOINTS
LEAD & SALES FUNNEL VISIBILITY
SUPPORTING THE SALE
#1
Social Garden facilitated an audience and persona mapping workshop with key stakeholders across the business to refine Customer Experience Mapping and improve segmentation.
#2
A customer experience and content mapping strategy was developed by Social Garden in alignment with JG King’s Salesforce instance, ensuring smooth JG King Homes Marketo Implementation.
#3
Email templates and content were created, segmented by buyer type and Salesforce stage, providing personalized content delivery that resonates with the audience.
#4
The integration of sales alerts and appointment bookings with Social Garden’s Call Concierge team ensured a seamless handover, reinforcing Lead Scoring and timely lead follow-ups.
“Through our partnership with Social Garden we have implemented and fully leveraged marketing automation through Marketo. This allows us to deliver a first class online customer experience that’s personalised to our customer based on stage in their purchase journey and by buyer type, improving efficiencies across both our sales and marketing teams. It’s just one element of the holistic lead generation and nurture strategy executed by Social Garden to improve conversion through our sales funnel.”
— Jessica Goegan, Marketing Manager JG King Homes
Supported the sales team through an automated process of communication with leads as they progressed through their purchase journey. This enabled the sales team to focus on the sale of today.
We saw that by delivering personalised content, segmented both by buyer type and by purchase journey stage, we were able to deliver open rates and click-to-open rates above industry benchmarks.
We are now moving into the second phase of the nurture strategy: implementing a testing methodology including send time of day, subject line A/B, and CTA testing. This will help gain further insights into each of the segmented JG King Homes audiences within the database, optimizing our Marketo implementation for home builders and maximizing Marketing Automation benefits.
165,150
Emails delivered through Marketo nurture
33.85%
Open rate of sales funnel nurture emails (Industry benchmark is 19.17%)
754
High lead score sales alerts delivered
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