Creative Samples Library James Hardie Siding Campaigns: Note: This sample is from the MarketingSherpa article: Case Study: Using Consumers to Influence B-to-B Buyers: How James Hardie Sells 1.8 Billion Siding Units Annually National ad to influence consumers Regional ad, co-branded with a local builder, to influence consumers Web home page for consumer marketplace B-to-B trade magazine ad to influence builders B-to-B trade magazine ad to influence remodeling companies Web home page for builders Stat charts showing Hardie's sales growth since the campaigns began