How do you turn a technical brand into a strategic partner for architects?
Showcasing expertise to create value and anchor the B2B relationship for the long term.
A new-build market in flux
In a sluggish new-build construction market, the balance of power is shifting. Single-family housebuilders are losing ground to architects and contractors, whose role as specifiers is becoming central.
For Atlantic, a major player in thermal comfort solutions, the challenge is clear:
- Win over new architects
- Strengthen the specification of its solutions
- Build a lasting digital relationship with a target rarely visited in person
It is against this backdrop that our communications agency specialising in the construction industry and housing was tasked with structuring a strategy dedicated to architects and contractors.
BrandAtlantic (Groupe Atlantic)
SectorHousing
BusinessHeating, air conditioning & ventilation
Website atlantic-pros.fr
Persona analysis identified 4 key expectations:
- Compliance with environmental standards (RE2020, HQE, carbon impact)
- Aesthetic and technical integration of HVAC equipment
- Budget control and overall performance
- The search for reliable, available partners
Architects don't just want products: they need clear guides, accessible technical data, simple arguments to explain to their clients, and reassuring support from manufacturers
“L’Équation du Confort”, a strong territory to structure brand communications
A simple, powerful concept – the “comfort equation”: every architectural project is an equation to be solved, balancing thermal performance, regulatory compliance, budget, design and worksite peace of mind.
Atlantic thus becomes the partner able to balance all the variables.
- A toolbox: “the tools of the equation”
Simplified access to the brand's resources (diagrams, guides, etc.)
- High-performing CRM activation
With an existing base of 2,000 architects (open rates of up to 40%), the programme relies on targeted emailings, an engagement journey and encouragement to book a sales meeting
A strategy aligned with business objectives
The action plan meets the objectives set by the brand: winning over new architects, regular digital engagement and a better understanding of needs
We built a value-driven B2B construction content marketing strategy, able to:
- Lend credibility to technical expertise
- Make architects' lives easier
- Generate qualified sales opportunities
RESULTS
A stronger standing among specifiers
With “L’Équation du Confort”, Atlantic no longer simply presents its HVAC solutions. The brand positions itself as a strategic partner for architects and provides concrete tools to meet RE2020 requirements.
The manufacturer strengthens its digital appeal in a complex market and structures a lasting relationship through a coherent editorial ecosystem
For our communications and marketing agency specialising in the construction industry and housing, this project perfectly illustrates our expertise:
- Translating technical challenges into impactful editorial territories
- Building high-performing B2B digital strategies
- Creating mini-sites with strong SEO value in the construction sector
- Supporting manufacturers in winning over specifiers
Are you a construction industry manufacturer or a thermal comfort player? Would you like to grow your specification levels?
Our finest collaborations, told by the people who know them best
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
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How do you turn a technical brand into a strategic partner for architects? Showcasing expertise to create value and anchor the B2B relationship for the long term.
