How RenewAire Turned Video Into a Digital Growth Engine With MarketScale
- Tim Maitland
- 6 minutes ago
- 3 min read
Client
RenewAire
Industry
Indoor Air Quality and Energy Recovery Ventilation
Timeframe
Summer 2020 to Present
Channel
Executive Summary
When the pandemic erased in-person marketing channels, RenewAire faced a sudden challenge: how to reach its network in a fully digital environment. What began as a necessary pivot to video became a long-term growth strategy.
Through its partnership with MarketScale, RenewAire transformed YouTube into a virtual showroom, strengthened organic search performance, and built lasting digital authority. The result was a clear inflection point in visibility, engagement, and inbound demand.
The Challenge
“I can’t begin to tell you how valuable the MarketScale–RenewAire partnership has been for our marketing team.”
In the summer of 2020, RenewAire was struggling to reach its audience as trade shows and in-person events disappeared. Traditional marketing channels went quiet almost overnight.
The team needed a way to:
Replace physical trade shows and product demos
Reach distributors and buyers digitally
Build credibility in a crowded, technical B2B market
Do all of this without short-term tactics that would fade once the crisis passed
The Strategy
MarketScale partnered with RenewAire to design a video-first content system, not just individual assets.
The approach included:
Product and thought leadership video production
Podcasts and long-form educational content
3D renders to visualize complex systems
YouTube positioned as a virtual showroom and discovery channel
Website content designed to convert high-intent viewers
This strategy aligned with how modern B2B buyers research, evaluate, and build trust.
The Turning Point: Digital Inflection
The timing of the partnership coincided with what became RenewAire’s digital inflection point.
“As trade shows disappeared, YouTube became our virtual showroom.”
What started as a response to the pandemic evolved into a strategic advantage:
Google began prioritizing video perspectives in search
RenewAire’s growing library of more than 274,000 views now feeds AI-powered search tools
A new generation of buyers began searching directly on YouTube to see products in action
The channel became a long-term moat, not a temporary workaround.
Results
YouTube Growth and Authority
When comparing RenewAire’s legacy YouTube period from 2012 to 2020 with the MarketScale partnership period from 2020 to today, the shift in momentum is clear.
Total views increased by 493 percent, growing from 46,339 to over 274,700
Monthly view growth accelerated 8.7 times
Subscriber growth increased 20 times
RenewAire moved into the top 10 percent of all YouTube creators, providing critical authority during buyer due diligence
“YouTube is no longer just a channel. It’s proof.”
Website and Search Impact
The video strategy translated directly into website performance.
Monthly organic traffic increased by 158 percent
Ranking keywords more than doubled, from 854 to 2,114
Estimated monthly organic traffic value increased from approximately $2,900 to $10,859, a 274 percent increase
The result was stronger search equity and higher-quality inbound traffic.
Collaboration and Working Model
Beyond the metrics, the partnership changed how RenewAire’s marketing team worked.
“I’m a firm believer that collaboration is the best way to grow.”
MarketScale became a sounding board for campaign ideas, script direction, and creative decisions. The team brought honest, thoughtful feedback and remained patient through revisions and refinements.
“It never mattered how many rounds of proofing a project needed. What mattered was that it was done right.”
Highlight Wins
Trade Show Promotion Video
Nearly 30,000 views
96.9 percent watch time
Exceptionally high completion rates for B2B content
The 3-Day Pivot
When an initial concept missed the mark on excitement, MarketScale scrapped the approach and rebuilt it in three days.
Subscriber-per-video rate tripled compared to RenewAire’s standard benchmarks
Speed and accountability delivered measurable gains.
Outcome
Prior to June 2020, RenewAire’s digital presence was statistically flat.
Today, the company operates with real algorithmic momentum and a scalable video foundation that consistently attracts modern B2B buyers.
What began as a crisis response became a repeatable growth engine.
Key Takeaway
Video was not a campaign. It was infrastructure.
MarketScale helped RenewAire build a system that compounds over time, strengthening search visibility, buyer trust, and inbound demand.