Growth Marketing with Virta ⚡

How we achieved over 100% growth in revenue, # of customers, and website traffic.

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Virta focuses on offering solutions to B2B companies (especially energy, petrol, & real estate industries) to launch, grow, and operate their own commercial services in the EV charging ecosystem – as a primary business or as a value-added service.

When we started our cooperation in January 2019, Virta’s main focus was to increase inbound lead generation. In order to do that, we needed to start with the foundation: redesigning their website to optimize for conversions, creating search-driven content & SEM, and utilizing paid acquisition to boost visibility & lead gen.

Since then, we have been doing quite a lot more on top of that. On this page, you'll find some examples of work we've done, as well as some of the key results we've been able to reach together. 📈🚀

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The starting point ⚡️

Things Virta wanted us to help with:

  • Identify and understand ICP (need to narrow down target audiences and understand where to focus)
  • Increase online visibility and grow brand reputation and credibility
  • Increase inbound lead generation along with having a proper foundation and strategy for inbound lead gen

Why did they choose to work with us?

  • Our approach (customer research and agile growth marketing)
  • SEO, SEA, content marketing, and Hubspot expertise
  • Website design & HubSpot implementation capabilities
  • Our ways of working (sprint model) and customer references
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Collaboration started:

January 2019 (and still working together ❤️)

Here are some examples of work we have done for Virta:

  • 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 rate 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
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Results 🎯

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 €1 we invested in paid acquisition, it resulted in €11,2 generated in the pipeline.

How we measure digital sales? 📏

 

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

  1. Original source = digital ➡️  0,5x deal amount
  2. First conversion known with any source ➡️   0,2x deal amount
  3. Data insights (Vainu etc) ➡️  0,2x deal amount
  4. Website visit tracked during the buying journey ➡️  0,1x deal amount

Example: A pure 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€

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Examples of paid advertising


Campaign offer: Love at first Charge

Purpose: SoMe campaign in Europe w/ 3 different languages (ENG, FRE & GER). Ran during Spring-Summer 2019.
  • Channel: Facebook
  • Tactics: Used video and image ads with 8 different ad variations per language. We used different contact-lists, look-alike audiences, and retargeting for targeting our ads in Europe. We continually monitored and optimized campaigns based on the best performing targeted audiences and ad variations.
  • Results: We received high-quality leads from every campaign and our English ads performed especially well, with a low cost per SQL (34,96€/SQL)
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E-book: How to build an EV charging business

Purpose: Together with Virta, we have been advertising on different SoMe channels for a while now. At the end of 2020, we refreshed our retargeting strategy for different content/e-books.
  • Channel: Facebook
  • Tactics: We have been gathering retargeting data since early 2019 and based on that data we had the chance to build new retargeting audiences with higher quality. Even though our target group is easier to find on LinkedIn -> with good quality data we managed to have good value with Facebook.
  • Results: Within just 2 months of launching our new campaigns, we were able to gather a great number of submissions with a 28,32 conversion rate. The cost per submission was 2,26€.

Content work example

Pillar page: V2G Pillar Page

  • Published November 2019, and traffic continues to steadily increase
  • This was a TOFU piece of content with the intent of driving people to download a V2G webinar and generate leads
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Virta V2G metrics 2019-2021

 

Content work example

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
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Virta Smart Charging pillar metrics 2019-2021

 

Case study webinar: see how it works in 52 minutes 👉

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At Virta, we have a really capable in-house marketing team, but our scope of needs is so wide that external help is very much needed. When it comes to digital marketing—like SEO, SEA, content marketing, web development, and Hubspot knowledge—Advance B2B brings the expertise that we’re lacking. They also bring a fresh pair of eyes and ideas from outside of our industry. I especially appreciate our communication and the sprint agile model way of working. As a client, I feel very taken care of."

Markus Linden

Head of Digital Marketing, Virta

What have we learned so far?

  • The customer interviews we 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.
  • Recently, we started to work more closely with the Virta sales team (in addition to marketing) which is helping us us focus our efforts on the audiences that make the most financial impact (Started w/ over 10 segments & today focused on about 4) 
  • 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 performance of the new website, not only from the content and SEO perspective, but also from a UX perspective.
  • Everything is always a work in progress! 🚀
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Want to try it too?

If you’d like to talk to us about working together, you can fill out this handy little form and we’ll get back to you within the next 24 hours (unless it’s the weekend or a national holiday, in which case we might take a tad longer.) 👉

You can also book a time directly from our calendar. ⬇️

 

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