Digital Marketing Case Study
Transition From Traditional Sales Methods to a Digital-First Approach
CLIENT BACKGROUND
For over 100 years, this HVAC manufacturer operated as a family-owned business specializing in HVAC fabrication and manufacturing. Despite its long-standing success, the company had never leveraged digital marketing to generate leads and acquire new customers. That changed when they partnered with Impaqx to develop a robust digital marketing strategy focused on lead generation and sales growth.
CHALLENGES
Zero Digital Marketing
Before partnering with ImpaqX, the HVAC manufacturer faced several key challenges. They had no prior experience in digital marketing, which left them struggling to leverage online platforms for business growth.
Limited Sales Reach
The company was heavily dependent on traditional sales methods and referral networks, with no leads coming from online or social channels. This limited their reach and made it difficult to attract new customers outside of their existing relationships.
Unable to Measure Metrics
Additionally, the HVAC manufacturer lacked data-driven insights to optimize their sales and marketing strategies. Without access to analytics or reporting tools, they were unable to measure key metrics such as new prospects, leads, sales performance, and ROI, making it challenging to evaluate the effectiveness of their efforts.
SOLUTIONS
Recognizing the opportunity to modernize its marketing efforts, the HVAC manufacturer started with a single digital marketing funnel focused on HVAC fabrication. Working closely with impaqX, the company implemented:
Google Ads Campaigns
The company launched Google Ads Campaigns, targeting specific keywords to attract qualified leads actively searching for HVAC fabrication solutions. These campaigns were designed to drive relevant traffic and generate high-quality prospects.
Retargeting Strategies
They also implemented Retargeting Strategies, engaging past website visitors and potential customers with personalized ads. This approach aimed to nurture conversions by reminding prospects about the company’s offerings and encouraging them to take action.
Lead Funnels
In addition, the company set up Lead Funnels, automated sales funnels optimized to capture and qualify potential customers. These funnels streamlined the lead generation process, ensuring that only the most promising prospects were nurtured and moved through the sales cycle.
Ad Targeting Example
Selecting a target audience involves identifying a specific group of people who are most likely to be interested in your products.
You can identify a target audience that aligns with your product and develop marketing strategies that effectively reach and engage them.
RESULTS
The initial HVAC fabrication funnel proved to be highly successful, exceeding expectations and generating a substantial increase in qualified leads and sales. As a result, they scaled up to three fully operational funnels, each strategically designed to target different aspects of their market. These funnels now consistently drive a steady flow of leads and sales, significantly improving the company’s online presence and revenue generation. The results include:
30+ New Qualified Leads Per Month
The company’s digital marketing efforts now generate 30 qualified leads per month, consistently providing a strong pipeline of potential customers. This steady flow of leads has significantly enhanced their business development efforts.
High-Yield Ad Monthly Budget
With a $7,500 monthly ad budget, the company has been able to invest in targeted campaigns that yield high-value deals, ensuring a strong return on their marketing investment.
Closed Deals Range to $250,000
The deals secured through these efforts range from $10,000 to $250,000, substantially boosting the company’s revenue potential and positioning them for continued growth in the HVAC market.
IMPACT
By embracing digital marketing for the first time in its 100-year history, our client experienced a transformation in its customer acquisition strategy. The company now benefits from a steady stream of high-quality leads, enhanced brand visibility, and a scalable marketing model that continues to drive revenue growth.
CONCLUSION
The partnership with Impaqx has enabled the HVAC manufacturer to transition from traditional sales methods to a data-driven, digital-first approach. With three successful funnels in place and a proven digital marketing strategy, the HVAC manufacturer is well-positioned for continued growth and expansion in the competitive HVAC fabrication market.
