Rep firm case study
An outsourced marketing department for a commercial HVAC rep firm
This rep firm sells HVAC equipment, parts, and a predictive maintenance service to engineers, contractors, and building owners. It had a respected name in its market and a marketing lead with too much on her plate. Nerd Herd became its marketing department.
- Content strategy
- Email marketing
- Website and SEO
- Sales enablement
- Reporting
The results
What changed in one year
185%
More website form submissions
168%
More clicks from Google search
639%
More LinkedIn followers
40%
More Google direction requests
Year-over-year results from the client’s September 2024 performance review. Customer emails held a 6% click-through rate.
The situation
A strong name with marketing that came in bursts
Sales tools undersold the service. The predictive maintenance service was proven in the field. The website, flyers, and presentation told a different story in each place and missed what legacy building owners care about.
Content had no rhythm. Posts and emails went out when someone had time. Nothing tied the content to a sales goal, and nobody tracked what worked.
What we did
A full marketing team, run month to month
01
Plan every month
We built separate sales and parts content calendars each month with the client’s marketing lead, so every post and email supported a sales goal.
02
Grow LinkedIn with real stories
Culture posts, core values, award wins, employee spotlights, and job site stories. When project stories outperformed product posts, we shifted the mix toward them.
03
Run email, web, and search
HubSpot email campaigns to customers, new product landing pages, and ongoing Google Business Profile and Search Console management to capture local demand.
04
Relaunch the maintenance service
We rebuilt the positioning around legacy building owners and carried one message and design across the website, print flyer, email, and sales presentation.
How we measured it
Every month ended with a performance review
Each month we reviewed email, website, search, and LinkedIn numbers with the client, compared them to the prior year, and used what we learned to plan the next calendar. That loop is what turned steady output into the results above.
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