Case Study: B2B HVAC Manufacturer

Driving awareness and thought leadership in a crowded market with content marketing and sales enablement

Driving Brand Awareness and Thought Leadership for B2B HVAC Manufacturer

About B2B HVAC Manufacturer

When it came to their inbound marketing efforts, a B2B HVAC manufacturer of gas detection solutions needed assistance, particularly with brand awareness, thought leadership, and lead generation. 

This 100+ year old company recognized that there was a dynamic shift happening in the world of B2B marketing. It was much more complicated and complex; not to mention, more and more prospective buyers were conducting their research online—before ever engaging with a sales rep.

As such, this HVAC manufacturer sought to expand their creative team to manage content marketing initiatives, including email marketing and writing for the company blog.

  • Content Marketing
  • Email Marketing
  • Blog Writing
  • Lead Generation 
  • SEO 
  • Social Media

Having built a comprehensive inbound marketing program for a similar company already, the Alpyne Strategy team was an obvious choice. Elizabeth Ortlieb, a principal at our agency, planned, managed, and oversaw these initiatives.

Strategy, Goals, and Results

We were responsible for creating content for the company website, blog, and monthly newsletter that exhibited thought leadership to the HVAC industry. Elizabeth’s deep expertise in HVAC and refrigerant compliance topics enabled the company to have high-quality and engaging content that stood out from competitors. 

The content on the company website, blog and monthly newsletters increased brand awareness and thought leadership. Elizabeth was also responsible for managing the brand presence on social media and driving engagement. 

Additionally, she implemented an SEO strategy for five various HVAC-R applications. Furthermore, Elizabeth created unique buyer personas from the ground-up, which allowed this B2B HVAC manufacturer to create more targeted and effective content for the long-term.

She helped the team develop and track various B2B marketing KPIs and achieve short- and long-term goals. In turn, this B2B HVAC manufacturer has a solidified inbound marketing program to attract and convert prospects throughout the B2B marketing funnel.

Short-term Goals

  • Implement inbound marketing program
  • Select a marketing automation system (MAS)
  • Create buyer personas

Long-term Goals

  • Build sustainable content 
  • Create a full-funnel website experience 
  • Increase MQLs and SQL

Robust Inbound Mrarketing Program for Sales Enablement

Ultimately, through the various initiatives that were implemented and managed, this B2B HVAC manufacturer has a robust inbound marketing program that consists of evergreen content for sales enablement.

The Final Results

  • 300% increase in organic search referrals
  • 200% increase in blog page views
  • Average email open rate of 20%
  • Doubled social media followers

At A Glance

Case Study: B2B HVAC Manufacturer

Industry: HVAC, GAS Detection

Employee Count: 150-200

Annual revenue: Approximately $70 million


0 +
Year-Old Company
The engaging content "helped expand the influence of the company blog and nearly double our following on social media."
–Marketing Manager

Fast Facts

  • 300% increase in organic search referrals
  • 200% increase in blog page views
  • Average email open rate of 20%
  • Doubled social media followers

HVAC Expertise

Global Results


Schedule A Free Consultation with Our HVAC Marketing Team Lead

In today’s competitive landscape, you need to partner with an HVAC marketing agency that understands the ins and outs of the industry.

That’s where Alpyne Strategy comes in. Our deep industry expertise enables us to help you create a more effective marketing strategy for your HVAC organization.

We are specialists, not generalists.

Because in such a fast-changing and heavily-regulated industry like HVAC, you need to be expertise-driven.

Fill out the form below to schedule a free 15-minute consultation with Elizabeth Ortlieb, our HVAC marketing team lead

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Industrial Is At Our Core

Industrial is at the core of who we are and what we do as a family- owned and -operated marketing agency.

In fact, our industrial expertise dates back to the 1980s and continues to present day.

From general contractors to B2B manufacturers; SaaS providers to HVAC contractors, there is depth and breadth to our industrial marketing solutions.

In essence, Alpyne Strategy ensures that your industrial marketing needs are given the time and dedication they deserve. 

In a world overrun by marketing generalists, what you will quickly ascertain is that what sets us apart the most is that we are hands-on specialists. 

Indeed, industrial is at our core.

Our Headquarters Located In Murfreesboro, TN, One of America's Fastest Growing Cities

Our company headquarters is located in our family’s hometown of Murfreesboro, TN, now one of America’s fastest growing cities.

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Whether you are a large or small industrial organization, B2B or B2C, or both, we have solutions to fit your exact needs. We help you and your team build industrial marketing synergy.