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@CloudExpo Authors: Elizabeth White, Liz McMillan, Kevin Benedict, William Schmarzo, Yeshim Deniz

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Homebuilder Transforms Buying Experience with ExactTarget’s Cross-Channel Marketing Automation

National home builder Clayton Homes attracted more than 30,000 prospective homebuyers in six weeks with a new giveaway campaign on Facebook and email, powered by global interactive marketing provider ExactTarget (NYSE:ET).

Using ExactTarget’s Automation Studio, SocialPages and Email applications, Clayton Homes launched a custom Facebook tab inviting Fans to enter a weekly giveaway, offering homebuyers the opportunity to subscribe to personalized emails featuring custom tips and professional advice based on the consumer’s stage in the buying process

“Now more than ever, social engagement is driving real business results – from generating leads to improving customer satisfaction and driving website traffic,” said Tim Kopp, ExactTarget’s chief marketing officer. “By integrating social, email and marketing automation, Clayton Homes is transforming the home buying process into a personalized cross-channel digital experience.”

Clayton Homes’ cross-channel lead nurturing campaign sends daily emails to engaged homebuyers featuring whitepapers, videos and advice on the purchase process. To drive greater engagement, Clayton Homes uses ExactTarget’s A/B testing to ensure prospective buyers receive messages with the right content at the right time, said Jim Greer, Clayton Homes’ lead generation manager.

“Marketing automation has allowed us to build a strong foundation, framing lead management as the cornerstone of our lead generation process,” said Greer. “ExactTarget allows us to simplify the home buying process, improving the customer experience and helping clients achieve their dream of buying a home.”

Clayton Homes’ cross-channel success follows the release of a new commissioned study conducted by Forrester Consulting on behalf of ExactTarget. The study found 35 percent of marketers ranked managing marketing campaigns across multiple marketing point solutions as one of their greatest challenges - despite 78 percent who said they believe cross-channel marketing is important or very important to their business. To download a complimentary copy of the research, visit www.exacttarget.com/CrossChannelStudy.

About ExactTarget

ExactTarget is a leading global provider of cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, Web and marketing automation. ExactTarget’s suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven digital marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices in North America, Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.

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