BuildOps surveyed nearly 4000 HVAC companies in the United States to find out which marketing and advertising technologies help fuel their success. Our team identified hundreds of platforms and tools leveraged by some of the most successful HVAC businesses in the industry.
In addition, this report seeks to compare our findings with global marketing technology adoption trends across 6 million websites. This will demonstrate the “how” and “why” top HVAC companies differ from the rest when it comes to advertising and marketing technology adoption.
The Marketing Technology Report highlights HVAC companies’ MarTech usage across the following 10 technological categories:
Learn how the top U.S. HVAC companies are leveraging AdTech and MarTech to help drive additional revenue to their businesses.
This report reveals how HVAC companies are adopting marketing technologies to help grow revenue through new customer acquisition. Let’s take a look at some of the results.
100% of HVAC companies surveyed are using Google Analytics to track website traffic. A significant number of companies use additional web analytics tools like HotJar, CrazyEgg, and ClickTail to visualize visitor behavior and gain a deeper understanding of the overall website experience. The BuildOps team also noticed a small fraction of companies surveyed using analytics tools like LeadFeeder or LeadForensics. Companies are using these tools to identify company names of visitors that have not converted or filled out any forms on their websites.
Only 234 out of 3784 companies surveyed leverage a dedicated DMP platform. By comparison, 99% of top retailers leverage at least one audience data / DMP-type platform. Low levels of Audience Data Management Platforms adoption highlight that the HVAC industry is at the beginning of its journey when it comes to DMP technology. This is a major indicator that HVAC companies in the US are missing out on leveraging audience data to drive revenue.
Only 38% of HVAC companies surveyed leverage a dedicated retargeting tool (This is not an ideal adoption indicator because many HVAC companies are using a Programmatic Display Platform to enable website retargeting). With the majority of companies leveraging Google or Bing retargeting tools. Adoption diversity is small – HVAC companies on the list use 8 out of 60 retargeting tools and platforms that are available on the market.
Globally there are about 56 solutions in this category. HVAC companies use 42 out of 53 of these options. 80% of HVAC companies surveyed are leveraging Programmatic Display advertising technology. Google is once again the leader with virtually every 3rd HVAC company using it as the main media buying tool in their arsenal. HVAC companies are using a variety of tools in this area – highlighting a deep level of technology adoption for DSP tools.
HVAC companies are only using 9 out of 60 available conversion optimization and A/B testing solutions. Google Optimize is at the top of the list for HVAC companies. The conversion Optimization category is the least leveraged type of tool by the HVAC industry in the U.S.
Live chat guarantees to increase website conversions by 20%. Most of the top HVAC companies are missing out on this conversion-increasing opportunity. Only 178 out of 3784 HVAC companies are using live chat tools. The adoption rate is less than 5%! In 47.6% of cases, websites are leveraging 1 out of 3 solutions: tawk.to, Zendesk Chat, or Facebook Customer Chat Plugin.
Call tracking tech has a 15.4% adoption rate. Top retailers see a 56% adoption rate with Marchex or CallRail being the top two choices. There are about 74 platforms globally, and 2 out of the top 3 choices are Google Call Conversion Tracking and CallRail – global trend and HVAC trend have a match in this case.
Instagram is the dominant social media network used by HVAC companies in the U.S. With virtually every 3rd company on our list leveraging this social media platform. It was surprising to notice LinkedIn usage in some cases – 167 HVAC companies are leveraging the insights capabilities of the platform to learn more about their target audiences.
The undisputed leader is Google Tag Manager with a 55% adoption rate.
MarTech tools offer an advantage in identifying who audiences are, how they entered the website, and how to target ideal customers online. Audience data management tools and programmatic advertising provide a strategic advantage and more efficient options to scale customer acquisition online. Explore more comprehensive findings below.
BuildOps’ customer management and field service management capabilities support your business from top to bottom. Find out more today.
What’s the web analytics platform usage among the top 3784 HVAC companies (USA)? Our team discovered active usage of 200+ different analytics platforms among various US-based HVAC companies. With everyone leveraging Google Analytics as a primary tool, what are the other technologies and applications that are used in this category?
Below are the global web analytics platform usage across 6 million-plus websites. Compare and see whether HVAC companies differ when it comes to web analytics tools. Here are the top 20 technologies across the top few million websites on the Internet:
What’s the usage of audience data platforms or DMPs among the top 3784 US based HVAC companies? Our team discovered the active usage of over 16 different audience data platforms among the companies on the list. Top 5 (by usage) platforms: Segment, Oracle DMP, Adobe DemDex, Adobe Audience Manager, and Lotame.
Below are the global audience data platforms (there are over 156 000 companies leveraging DMP tools today across 50 different platforms). Compare and see whether HVAC companies differ when it comes to DMP platforms. Here are the top 20 technologies across the top few million websites on the Internet. 60% of websites used 1 of 3 choices: LiveRamp (26.7%), Oracle DMP (20.7%), and Lotame (12.8%).
What’s the usage of retargeting platforms among the 3784 HVAC companies? Our team discovered the active usage of 8 different retargeting platforms among the top HVAC companies. It’s important to note that some companies would use Demand-Side Platform (DSP) or programmatic display campaign type platforms to run retargeting campaigns from the same tool.
Below are the global retargeting platform usages across 6 million-plus websites. Compare and see whether HVAC companies differ when it comes to retargeting platforms. Here are the top 20 technologies across the top few million websites on the Internet:
What’s the usage of DSP or Demand-Side Platform (programmatic display advertising solution) among the 3784 HVAC companies? Our team discovered the active usage of 42 different DSPs among the top HVAC companies.
Below are the global display advertising platforms (Demand Side Platforms). Compare and see whether HVAC companies differ when it comes to programmatic display ads. Here are the top 20 technologies across the top few million websites on the Internet:
What’s the usage of conversion optimization technology among the 3784 HVAC companies? Our team discovered the active usage of 9 different conversion optimization platforms among the top HVAC companies list. Less than 1% of companies have implemented and use this technology (By comparison 50% of retail companies actively use this platform). The top 3 spots are divided between Google Optimize 360, Mixpanel, and Optimizely.
Below are the global conversion optimization platforms usages across 6 million-plus websites. Compare and see whether HVAC companies differ when it comes to A/B testing and conversion optimization. Here are the top 20 technologies across the top few million websites on the Internet:
What’s the usage of live chat tools among the top 3784 HVAC companies? Our team discovered the active usage of 10 different live chat platforms among the top HVAC companies. The top 3 spots divided are between LiveChat, Rocket Chat, and Pure Chat. Adoption is low with less than 5% using this type of technology (10 different solutions out of 213 various live chat tools used globally).
Below are the global live chat platform usages across 600 000 companies that leverage this type of technology. Compare and see whether HVAC companies differ when it comes to live chat tools. Here are the top 17 technologies (with minimum usage of 1% or above):
What’s the usage of call tracking technology among the top 3784 HVAC companies in the US? Our team discovered the active usage of 9 different call-tracking tools used by HVAC companies. The top 3 spots are divided between CallRail, Google, and CallTrackingMetrics.
Below are the global call tracking platform usages across 100K companies that use this technology. Compare and see whether HVAC companies differ when it comes to call tracking tools usage. Here are the top 20 technologies:
What’s the usage of marketing automation platforms among the 3784 HVAC companies? Our team discovered the active usage of 12 different marketing automation technologies among the HVAC companies sample. We’ve identified 521 companies that use a dedicated marketing automation tool (13.7%). The top 3 spots are divided between Hubspot, Pardot, and Salesforce.
Below are the global marketing automation platform usages across 6 million-plus websites. Compare and see whether HVAC companies differ when it comes to marketing automation. Here are the top 20 technologies across the top few million websites on the Internet:
What’s the usage of social media networks and video platforms among the top 3784 HVAC companies? Our team discovered the active usage of 44 different technologies among the top HVAC companies (both social media and video platform tools).
Below are the global video platform usages across one million companies. Compare and see whether HVAC companies differ when it comes to online video. Here are the top 20 technologies across the top few million websites on the Internet.
What’s the usage of tag management platforms among the top HVAC companies in the US? How do the companies deploy various technologies on their websites? Our team discovered the active usage of 5 different technologies among the top HVAC companies. The average usage is around 57% (the majority of HVAC companies have an organized and structured approach in how they deploy various tools and technologies on their website and in what order).
In 93% of the cases – we see companies and websites picking Google Tag Manager. Here are the top 10 technologies noticeable across the top few million websites on the Internet:
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