Case Study: Fiberon Decking Sees 567% ROI with Socius
Background
Fiberon Decking, part of Fortune Brands Innovations, has been a trusted name in composite decking since 1997.
They offer a diverse range of composite and PVC decking products designed to provide the beauty of natural wood with the benefits of low maintenance, durability, and sustainability.
Contractor engagement and brand awareness are key priorities for Fiberon. Stacey Bentley, Channel Enablement Manager at Fiberon, leads the charge on the contractor loyalty initiatives. With over three years at the company, Stacey brought deep experience and a clear goal: “When we relaunched our Contractor Loyalty Program in 2023, one of my main goals was to onboard a strategic partner that could support us in lead gen.”
The Challenge
Before partnering with Socius, Fiberon didn’t have a formal lead generation strategy. As Stacey explained, “We only leveraged our existing website locator tools. We didn’t really have a strategic lead gen initiative.” Their tools lacked real-time data, CRM integration, and a way to clearly show return on investment to leadership.
The Solution
Fiberon turned to Socius for a more comprehensive and transparent approach to marketing. Stacey, who worked with Socius in a previous role, trusted their capabilities and was eager to work with the team again. “What I like about Socius is their attention to detail about what our needs truly are, and their ability to build out more robust campaigns that could be flexible with our needs” she said.
Together, Socius and Fiberon built a flexible and trackable marketing strategy featuring:
- Custom-built campaigns
- CRM integration
- Real-time ROI analytics
- Strategic education and vendor introductions
- High levels of transparency and professionalism
The Results
Fiberon saw significant results early on. “For the minimal amount of campaign spend that we’ve had—less than $30,000—we’ve won enough leads that we think it’s going to net us a little over $200,000 in volume,” Stacey shared.
One unexpected benefit: a campaign in California connected Fiberon with a renovation TV show focused on wildfire rebuilds. “It looks like we’re going to be the product of choice for that,” said Stacey. “That opportunity never would have happened if we weren’t running that campaign.”
There are other benefits that go above and beyond what’s explicitly measurable. For example, the campaigns also helped convert contractors from competitor products, driving further engagement in the loyalty program.
Why Socius
Stacey emphasized how Socius stood out from past experiences: “I’ve worked with lead aggregators before. Socius was different. The level of transparency has been fantastic.”
She added, “They’ve helped provide me insight into the true cost of a lead and helped me explain that to our leadership. There are a lot of companies that sugar-coat things. I would rather someone under-promise and over-deliver and Socius has done that.”
The relationship went beyond just services: “It’s not just about leads. It’s about learning, adjusting, and growing together. Socius helped introduce us to other vendors that complement their work and that’s helped us learn more about the ecosystem.”
Looking Ahead
Fiberon has already received internal approval to expand campaigns into new regions and is continuing to grow the partnership. “Anywhere I go in the future, if it’s in this space, I’ll probably be giving Socius a call,” Stacey said.
Recommendation
When asked if she would recommend Socius, Stacey replied, “Absolutely I’d recommend Socius. It’s really all about relationships, and they get that. They’ve been a strategic partner in every sense, and I really value that.”
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