Our client, a well-established HVAC service provider, was looking to grow their business by shifting focus from small and mid-sized customers to larger, enterprise-level contracts. While their operations were equipped to handle more complex accounts, their pipeline remained filled with low-value SMB leads, limiting growth potential.
Overview
Challenges
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The client had no structured prospect database, relying on outdated contacts and word-of-mouth referrals.
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The majority of inbound and outbound efforts were generating SMB-level interest, misaligned with the client’s growth ambitions.
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There was no clear definition of an Ideal Customer Profile (ICP) or segmentation by industry, company size, or decision-maker role.
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Sales cycles were repetitive and transactional, rather than strategic or scalable.
What we did
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Helped them to more precisely defined ICP
We began by working closely with the client to define their Ideal Customer Profile (ICP) based on contract size, industry, revenue thresholds, and technical requirements.
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Launched targeted campaigns segmented by industry, company size and job title
With the new database in place, we launched a targeted email campaign segmented by industry and seniority, using messaging tailored to larger organizational needs (e.g., cost efficiency, maintenance automation, long-term service planning). Campaigns were fully automated and tracked to identify high-interest accounts for sales follow-up.
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REACH OUT TO SALESResults
- The client began to see a clear shift in the quality of leads, with a noticeable increase in interest from companies larger than their previous average deal size.
- Within weeks, the sales team booked meetings with regional and national facility managers—the exact personas they were previously missing.
- As a direct result, the client increased their average revenue per customer, with fewer but more valuable deals in the pipeline.
- The client now uses the ICP and database framework we built as the foundation for all future marketing efforts.
- By aligning targeting, messaging, and execution, we helped the client graduate from small-ticket leads to high-value enterprise conversations.