CASE STUDY
285 B2B LEADS FOR HVAC MANUFACTURER

A leading manufacturer of HVAC engineering equipment based in the USA targets a specialised audience in the European market.

Target audience:

• Industries: Construction, HVAC, Engineering, Real Estate Development
• Types of construction projects: Over 2000 m² and with budgets exceeding 5 million Euros; in the design phase and structural construction phase, preferred types of objects include industrial facilities, hotels, hospitals, offices, and commercial buildings.
• Regions: Europe
• Company headcount: 50-5000 employees
• Decision-makers: Chief Engineers and Architects, Heads of Procurement Departments, and Directors of Construction Projects and Installation Organizations

The company, a prominent US-based manufacturer of HVAC systems, focuses on engaging with general contractors, architects, installation firms, and developers involved in significant construction projects across Europe. They faced challenges in expanding their client base and enhancing sales through traditional distribution channels.

Participation in construction industry exhibitions was costly, with unpredictable results, and targeted advertising campaigns did not yield significant new leads. Additionally, GDPR compliance in Europe made email marketing more challenging.

The company sought innovative ways to foster growth in the European market by recognising the need for accurate segmentation and the effectiveness of Acount-Based Marketing (ABM) based on construction projects to navigate these challenges.

Our team developed an intricate lead-generation strategy that began with utilising a database of construction projects to identify a circle of companies potentially needing HVAC equipment. This step was crucial in focusing our efforts on the most promising prospects.

We then connected with key decision-makers, including chief engineers, architects, heads of procurement departments, construction project managers and owners of installation organisations. Our approach included various digital marketing channels, such as LinkedIn, email marketing, and content marketing, to reach these vital contacts.

A targeted LinkedIn campaign was launched along with distributing educational and promotional materials through social media and the company's website. This initiative positioned our client as a thought leader in the HVAC industry, providing potential clients with valuable insights into the benefits of their products.

Specialised software and AI helped identify professionals involved in significant construction and development projects that could benefit from our client's advanced HVAC systems. This targeted approach extended to project managers and engineers looking for reliable solutions.

We hosted specialised webinars for construction, allowing attendees to learn about the HVAC products, engage with the technical team, and have their questions answered. These efforts boosted brand awareness, generated new leads, and enriched the Sales Pipeline with highly interested prospects.

Over a 9-month campaign, we generated 285 marketing and sales-qualified leads and built a database of 3,634 new relevant contacts, with 1,496 actively engaging with the sales team.

Our targeted webinars attracted numerous potential clients, many of whom subscribed to our monthly newsletter.

To comply with GDPR, we focused on consent-based marketing strategies, avoiding cold email campaigns.

All lead generation activities were integrated into the client's Sales Force CRM, allowing for effective tracking of campaign results.

This strategic approach notably improved sales, both directly and via distributors. Looking forward, we anticipate even more significant outcomes as purchasing cycles for HVAC systems often span several quarters or years.

"Leads are much more qualified than you would think."

Sales Manager

"This volume of leads for our HVAC solutions is impressive! Have we tapped into a particularly high-demand sector, or is it the result of our revamped marketing strategy, or perhaps a combination of both?"

General Manager