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
- 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