Holistic Marketing Strategy for a Niche B2B SaaS Platform in the HVAC Industry
Andava Digital partnered with a B2B SaaS provider in the HVAC industry to redefine their digital presence, attract niche audiences, and maximize engagement. Through holistic marketing approach we achieved transformative results, including a 40%+ engagement rate at the tradeshow, securing a high-value client, and elevating keyword rankings to the #1 position across all strategic terms.
About The Company
The client, based in Los Angeles, specializes in a next-generation custom AHU (Air Handling Unit) selection platform that streamlines AHU design and manufacturing processes for HVAC manufacturers. Their SaaS-based solution unites every stage of the AHU lifecycle into a single, collaborative platform, creating a dynamic and cost-effective workflow for manufacturers, representative companies, and engineering firms. Preparing to emerge from stealth mode, the client sought a robust digital marketing strategy to build long-term relationships within the HVAC industry and attract attention at an upcoming major tradeshow.
The Challenge
As a highly specialized B2B product, reaching the right audience was critical yet challenging. The client needed to:
- Identify and Engage a Niche Audience: Targeting HVAC manufacturers, engineering firms, and specialized representatives, the client required tailored keywords, messaging, and ad placements on platforms like Google and LinkedIn.
- Maximize Tradeshow Presence: With the industry’s largest annual tradeshow approaching, they needed a strategy to attract relevant attendees to their booth and leverage the tradeshow’s promotional capabilities.
Strategy and Solution
Website Development and SEO
- Keyword Targeting: Using highly specialized keywords relevant to AHU design and HVAC workflows, we optimized all on-page content to maximize search visibility.
- Technical SEO: Implementing optimized URL structures, fast load times, and effective image optimization, we ensured the website was fully crawlable and met all SEO best practices.
- Link-Building Strategy: We secured quality backlinks from industry-specific sites, building authority and trust within search engines to boost rankings.
PPC and Media Buying
- Google Ads and LinkedIn: Customized ads on these platforms were tailored to the HVAC niche, ensuring maximum relevance and engagement.
- Tradeshow Ad Integration: Ads were aligned with tradeshow themes and directed to a landing page designed to capture leads and drive booth visits.
- Remarketing Campaigns: To re-engage visitors who had not converted, we implemented remarketing strategies across the web and social channels, driving them back into the sales funnel.
Social Media and Email Marketing
- Social Media: Targeted posts and ads on LinkedIn promoted brand awareness, while industry-relevant content highlighted the platform’s unique capabilities.
- Email Campaigns: Moving from Constant Contact to MailChimp, we developed segmented campaigns that nurtured prospects, promoted tradeshow engagement, and updated subscribers with platform enhancements.
Business Impact
Our comprehensive digital strategy yielded significant results:
- Secured a $500,000 Client: The client gained a high-value account shortly after the campaign launch, directly attributing this success to the targeted outreach.
- Generated 50+ Qualified Leads: By the end of the campaign, over 50 leads had been captured, offering long-term growth opportunities.
- 40%+ Engagement Rate at the Tradeshow: Our efforts led to strong booth attendance, with over 40% of targeted attendees engaging at the client’s booth.
- Grew Email Subscribers to 1,000+: Through email marketing campaigns, we built a subscriber list of over 1,000 industry-specific contacts.
- #1 Rankings for Key Industry Terms: Strategic keyword targeting resulted in the client ranking at the top of search results for all essential terms.
Key Growth Metrics
- $500,000: First secured client
- 50+: Qualified leads generated
- 40%+: Tradeshow engagement rate
- 1,000+: Email subscribers added
- #1: Ranking position for strategic keywords