SUMMARY: James Hardie had a revolutionary type of siding to sell builders. Like most technology-driven companies, the company's marketing focused on tech specs and features. Resulting sales were stagnant.
Inspired by Corian and Intel, Hardie's marketers decided to test a consumer branding campaign that packed an emotional wallop. Could b-to-c marketing influence b-to-b sales? Results were stunning.
This inspirational Case Study includes creative samples of both b-to-b and b-to-c creative, plus practical tips on how to break a tech-based company out of its marketing rut: