How do you build a marketing engine from scratch and generate pipeline at the same time?
Conduit Tech is a VC-backed SaaS company that serves the HVAC industry with innovative technology solutions designed to help contractors modernize their operations and grow their businesses. The platform gives HVAC professionals the tools they need to compete in an increasingly digital marketplace.
The company operates in a competitive landscape where traditional trades businesses are rapidly adopting technology to stay ahead. Conduit Tech positioned itself as the modern solution for contractors who wanted to grow without getting buried in administrative complexity. The company was ultimately acquired by ServiceTitan, the leading software platform for the trades, validating both the product and the growth trajectory that marketing helped create.
When Conduit Tech came to us, they had a product that worked and customers who loved it. What they did not have was any marketing infrastructure to speak of. No demand generation engine. No paid media strategy. No content roadmap. No HubSpot operations. No lifecycle mapping. No attribution modeling. Essentially, they were starting from zero.
As the founding marketing hire reporting directly to the co-founder, the mandate was to build the entire marketing operation from scratch while proving that marketing could drive measurable pipeline and revenue growth. The pressure was significant because the company was competing in a crowded space where established players already had brand recognition and marketing machines humming along.
There was no luxury of spending months on strategy documents and planning sessions. The business needed results quickly, which meant building the plane while flying it. Every decision had to balance speed with quality, and every dollar spent had to prove its worth in pipeline generated.
Adding to the complexity, the HVAC industry has its own unique characteristics. These are busy professionals who do not spend their days browsing LinkedIn or reading long-form content. Reaching them required understanding their workflows, their pain points, and the moments when they were actually receptive to learning about new solutions.
We approached this challenge by building a complete marketing infrastructure while simultaneously launching revenue-generating campaigns. There was no sequential process where we spent three months on foundations before doing anything that generated leads. Instead, we ran both tracks in parallel.
The foundation work included a complete website rebuild that positioned Conduit Tech as the modern choice for growth-minded contractors. We developed a comprehensive content roadmap that addressed the questions and concerns prospects had at every stage of the buying journey. We set up HubSpot across Marketing, Sales, and Customer Success, building the integrations and workflows that would allow us to track every touchpoint from first website visit to closed deal.
We built lifecycle mapping that defined exactly how leads should progress through the funnel, what actions would trigger advancement, and what communications they would receive at each stage. Attribution modeling was implemented from day one so we could understand which channels and campaigns were actually driving revenue, not just generating clicks and impressions.
Marketing automation workflows were developed to nurture leads through the funnel without requiring constant manual intervention. These sequences were personalized based on prospect behavior, industry segment, and engagement patterns. The goal was to deliver the right message at the right time, moving prospects toward a sales conversation when they were ready rather than forcing premature outreach.
On the demand generation side, we launched eight marketing channels. Paid search campaigns on Google Ads and Bing Ads captured high-intent prospects actively searching for solutions. Paid social campaigns on Meta and LinkedIn built awareness and generated top-of-funnel interest. SEO efforts laid the groundwork for long-term organic traffic growth.
We developed a webinar program that positioned Conduit Tech as a thought leader while generating qualified leads who had demonstrated genuine interest in learning. Customer marketing initiatives turned satisfied users into advocates and referral sources. Tradeshow marketing put the brand in front of prospects at industry events. Partnership channels extended reach through complementary businesses that served the same audience.
Each channel was built with proper conversion tracking and optimization infrastructure in place from day one. We developed multiple conversion points across the website and landing pages, giving prospects various ways to engage based on their readiness to talk to sales. The complete HubSpot operations included lifecycle stages, lead routing rules, and nurture sequences that ensured no lead fell through the cracks.
The numbers from this engagement tell a compelling story of what happens when you build marketing infrastructure correctly while executing aggressive demand generation.
Organic search growth reached 1,389% year over year, which translated into 172% year-over-year growth in revenue directly attributable to organic search traffic. This was not just traffic for the sake of traffic. These were qualified prospects finding Conduit Tech when searching for solutions to their business challenges.
Google Ads campaigns delivered a 4.2x return on ad spend with consistent profitability across campaign periods. This means that for every dollar invested in paid search, the company generated more than four dollars in revenue. The campaigns were optimized for pipeline generation rather than click volume, ensuring that ad spend translated into actual business results.
Meta Ads drove a 338% increase in pipeline growth while achieving a 152% lead-to-MQL conversion rate. The efficiency gains were dramatic, with a 94% reduction in cost-per-MQL and a 58% reduction in cost-per-lead. These improvements came from continuous optimization based on conversion data, testing of creative and messaging, and refinement of audience targeting.
Perhaps most importantly, this marketing infrastructure supported the company through its acquisition by ServiceTitan. The growth trajectory, the scalable systems, and the proven ability to generate pipeline all contributed to the company's attractiveness as an acquisition target. Marketing played a direct role in building the value that led to a successful exit.
If you are a SaaS company looking to build demand generation from scratch or optimize what you already have, we should talk. We have done this before, building complete marketing operations from zero while delivering measurable results on aggressive timelines. We understand what it takes to prove marketing's value when resources are limited and expectations are high.
The approach that worked for Conduit Tech can be adapted for your business. Different industry, different product, different target audience, but the same disciplined focus on building infrastructure that scales while generating revenue from day one.
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We have helped companies at every stage build marketing that drives real business outcomes. From building demand generation engines from scratch to optimizing what already exists. From startups finding their footing to established businesses ready to scale. From launching new products to entering new markets.
The case studies in this document represent real results from real engagements. Different industries, different challenges, different stages of growth, but the same commitment to marketing that moves the needle.
Whatever your situation looks like right now, the fundamentals of effective marketing apply. Strategy that connects to business goals. Execution that actually happens. Results you can measure. We can help you figure out what needs to happen and then make it happen.
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