Viessmann Increases Leads, Conversions, and Revenue with HubSpot

HubSpot

Client: Viessmann

59/100validation score

15%

revenue increase

57%

conversion rate increase

16%

increase in new leads year-over-year

Viessmann, a leading air conditioning and heating solutions provider, implemented HubSpot Marketing Hub after relying on basic tools like Mailchimp. The result: 15% revenue increase, 57% conversion rate jump, and 16% growth in new leads year-over-year.

“We also saw a dramatic jump in conversion rate by 57%! Results like this are thanks to our greater ability to qualify and nurture leads.”
— Stefania Brentaroli, Marketing Manager

“We can easily manage all the content creation and editing ourselves. That's a huge time saver. We periodically analyse our KPIs with Rhei's support, and we revise and update the necessary personalisations to improve customer experience.”
— Stefania Brentaroli, Marketing Manager

“HubSpot, along with support from Rhei, will allow us to increase the ROI of our online activities continuously. We're able to combine our brand's culture, communication with our end customers, and business opportunities we create for our partners to hit and exceed all of our goals.”
— Stefania Brentaroli, Marketing Manager

Hero image

About the Vendor

HubSpot is an all-in-one marketing automation platform offering tools for content creation, SEO, landing pages, workflows, CRM, and analytics. Their Marketing Hub Professional product enables businesses to attract, convert, and nurture leads through inbound marketing strategies.

About the Brand

Viessmann is a leading provider of air conditioning and heating solutions for all living spaces, based on renewable energy sources and maximum efficiency. The company employs 12,300 people worldwide and serves both professional installers (partners) and end-users.

Challenge

Before HubSpot, Viessmann had no marketing automation platform. They relied on point solutions like Mailchimp solely to communicate with their installer partners, not with end-users. Their website ranked poorly in search engines, and they weren't providing website visitors with enough relevant information. They lacked visibility into their end-users and couldn't efficiently qualify or nurture leads.

Solution

Viessmann signed up for HubSpot Marketing Hub Professional in 2015. Working with Rhei, a HubSpot Diamond Partner, they designed a content strategy based on buyer persona and customer journey analysis. They used Marketing Hub to create blog posts, landing pages, SEO-optimized content, and automated workflows to nurture leads and serve value-added content at the right moments in the funnel.

Execution

Implementation took a few months and went smoothly. Viessmann partnered with Rhei to build a customer-centric content strategy. They adopted an iterative approach: shipping content and automation quickly, measuring day-to-day KPIs, and pivoting in real-time as needed. Stefania Brentaroli (Marketing Manager) managed content creation and editing directly within HubSpot CMS, periodically reviewing KPIs with Rhei's support to refine personalizations and improve customer experience.

Results

Viessmann saw strong results across all key metrics: revenue grew 15%, new leads increased 16% per year, conversion rates jumped 57%, the number of partners increased 14% year-on-year, and orders jumped by 12%. These gains were attributed to improved lead qualification, nurturing, and a customer-centric content strategy powered by HubSpot and supported by Rhei.

Tech Stack

HubSpot Marketing HubHubSpot CMSMailchimp (previous)

Competitive context

Previous vendor: Mailchimp

Reasons for switching: Only used for partner communication, not end-users, No marketing automation capabilities, Poor website search engine ranking, Lack of visibility into end-users, Inability to qualify or nurture leads effectively

Validation breakdown

Audited against Merit's standard

Evidence quality57/100

How well the outcomes are documented and traceable.

Authority signals62/100

Brand recognition, client relationship, and external references.

Merit Validation Team✓ Verified

Independent audit · Merit standard

Data source: declared · none

View original source →