Virta

Virta offers solutions to B2B companies to launch, grow, and operate their own commercial EV charging services – as a primary business or as a value-added service.

Ever since we started our cooperation in January 2019, Virta’s main focus has been increasing inbound lead generation and building the pipeline.

To do that, we needed to start with the foundation: redesigning their website to optimize for conversions, creating search-driven content and SEM, and utilizing paid acquisition to boost visibility and lead generation.

On this page, you'll find some examples of our work and some of the key results we've achieved together.

• Customer research: Interviewed their customers and defined their ICP (Jobs-to-be-done, buying behaviors, target segments, etc.)
• Strategy: Built a growth marketing strategy (including inbound lead gen) based on ICP work
• Website: Redesigned website on HubSpot (visuals and content)
• CRO: Created conversion-optimized landing pages
• Website Content: Created SEO-driven topic clusters & pillar pages for target audiences (based on customer research)
• Full-funnel content: Support ongoing lead generation with search-driven content (e-books, infographics, blog posts, case studies, etc.)
• Paid Advertising: Launched and managed paid advertising & retargeting campaigns (Google, FB, LinkedIn, and Bing)
• Measurement: Built Databox & HubSpot dashboards
• Webinar & Video: Developed webinar plan and filmed live webinar
• HubSpot & Email Campaigns: Created email drip campaigns & workflows in HubSpot

Here's how we did during our first year:

• Revenue generated:  +159% 
• Revenue in the pipeline from online channels:  +118%
• # of Customers: +119%
• Website traffic after redesign: +111%
• For every euro invested in paid acquisition, it resulted in €11,2 generated in the pipeline.

In 2020, we started measuring digital sales with this Digital Share equation:

• "Digital" as the original source = 0,5x deal amount
• First conversion known with any source =   0,2x deal amount
• Data insights (Vainu etc) =  0,2x deal amount
• Website visits tracked during the buying journey =  0,1x deal amount

Example

• An inbound lead downloads an e-book, is contacted by sales, and ends up being a won deal worth of 30 000€.
• 0,5x + 0,2x + 0,1x = 0,8x closed won amount
• 0,8x 30 000€ = 24 000€

Pillar page: V2G Pillar Page

• Published November 2019, and traffic continues to steadily increase
• This was a TOFU (top of the funnel, or Awareness) piece of content with the intent of driving people to download a V2G webinar and generate ICP leads.

Pillar page: Smart EV Charging 

• Published July 2019, and traffic continues to steadily increase 
• This was a MOFU piece of content with the intent of driving people to download another e-book and generate leads

• The customer interviews we initially ran were extremely helpful in narrowing down the ICP, building the initial growth marketing strategy, and creating content that resonates with the target audiences. 
• Quality, evergreen content that’s continually optimized for SEO = Slow and steady wins the race.
• Continuously monitor and analyze website analytics and paid advertising efforts to see what things should be stopped, optimized, or amplified.
• We started working more closely with the Virta sales team to focus our efforts on the audiences that make the most financial impact.
• After the website redesign and launch, it took us a while to dig deeper into how the new user paths work and what aspects of the user experience could be optimized. We learned it’s really important to continuously monitor and analyze the new website's performance, not only from the content and SEO perspective but also from a UX perspective.
• Everything is always a work in progress!