Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises
What we at Ferguson like most about IBM Marketing Cloud is that it serves as an open door to solving a lot of different business use cases outside of just email, whether it be providing more content via a landing page, gathering customer-provided data with forms, sending lead alerts when someone signs up for a training, or rule building so that we can start to see the lifetime value of an email customer. The marketing department has become the go-to group at the company for a myriad of challenges, and we now have the ability to provide the right solutions with measureable results.
Ferguson, headquartered in Newport News, Va., is the largest wholesale distributor of residential and commercial plumbing supplies in the United States. While many may not have heard of Ferguson, it’s likely that common products found in your homes and offices are provided by the distributor. Ferguson primarily serves professional contractors, but many homeowners know it for the high-end bath, kitchen and lighting showrooms.
In the past 60 years, Ferguson has grown from a local distributor to an $11 billion dollar company with more than 1,400 locations and over 20,000 associates nationwide.
Improving Customer Data
When reevaluating marketing goals and objectives and how email marketing could impact these objectives, Ferguson realized its main challenges were mismatched opportunities and segmentation.