Kinetix Air
Kinetix Air is a B2B SAAS solution that helps AHU manufacturers streamline their development through the use of cloud-based design and submittal software.
Key Summary
Kinetix Air had a new innovative product that was loved by their current customers, but they couldn’t get traction when it came to growing their business. We set out to build them a comprehensive B2B marketing strategy while refining their current customer relationship management.
By focusing on generating high-quality leads, and creating engaging content, Kinetix Air was able to expand their reach across the industry and get the results they were looking for.
Market Research
The HVAC software industry is a very niche, high-barrier-to-entry, industry. In order to make our marketing efforts stand out and speak to the key problems of this audience, we did a thorough market analysis, summarizing the key competitors, stakeholders, and leaders of the industry.
After we knew who the target audience was and what companies they were following, we focused our attention on where and how these stakeholders were communicating online. We provided a thorough channel and keyword analysis breakdown that could be leveraged in marketing efforts moving forward.
Marketing
Strategy
Once we pulled all our research together, it was time to create a strategy. In order to convert new customers and gain a genuine brand presence across the industry, we focused on 4 verticals where we knew Kinetix Air would be successful.
Digital Marketing
We set up Google search campaigns that targeted highly relevant keywords amongst our target audience to ensure anyone looking for similar solutions would be taken directly to the Kinetix Air website. We also allocated a portion of the marketing budget towards LinkedIn Promotions to tap into the conversations of our B2B prospects.
Content Creation
We developed a bi-weekly newsletter to help Kinetix Air stay engaged with their audience. We also created blog articles, whitepapers, and thought pieces to boost organic search, establish trust, and drive website traffic from relevant audiences.
Webinar Series
In order to capture more leads and engage their core audience, we developed a webinar series focused on helping AHU manufacturers stay ahead of Industry trends. We promoted the webinar through Google search, LinkedIn Ads, and email funneling people to our embedded registration page on the Kinetix website.
Conferences
To connect with industry stakeholders on a more personal basis, we got Kinetix Air a booth at the most popular HVAC conference in the US. From banners and flyers to ads on Google and LinkedIn, we gave Kinetix Air everything they needed to attract the attention of potential customers and convert them over to demo sessions.
Marketing Assets
Results
As a result of our marketing efforts, we saw a significant increase in traffic and engagement with the Kinetix Air website. Our focus on lead capturing and scheduled demos also led to 3 new high-revenue generating customers.
Other Key Metrics
Digital Marketing
-
40% increase in website and social media engagement
-
32% increase in conversions as a result of search
Webinar
-
50 webinar attendees from across the industry
-
12 demos scheduled directly following webinar
Conference
-
15 1-on-1 meetings scheduled prior to attendance
-
35 high-value leads captured directly from the conference