Challenge
Generating consistent, quality leads and international growth for VIRTUS Data Centres
VIRTUS Data Centres is an award-winning pure-play data centre operator providing state-of-the-art colocation in Europe, and a long-term partner of big group. To support their expansion into Germany, they were looking to increase their qualified lead enquiries.
Client
VIRTUS Data Centres
Sector
Technology
Services
Building a scalable digital ecosystem
VIRTUS operates in the highly competitive data centre market, selling enterprise-level data warehouse space to organisations with complex technical and security requirements. When we first began working together over a decade ago, the primary challenge was increasing digital visibility in a niche and technical market. Over time, as the business grew and expanded into Europe, the challenge evolved into building a scalable digital ecosystem that could consistently generate high-quality marketing qualified leads (MQLs) while supporting international growth.
Consistent delivery against commercial goals
To drive a consistent pipeline of high-quality MQLs and help VIRTUS stand out in a crowded, technically complex market, we wanted to align performance marketing, UX and website development around VIRTUS’ clear commercial goals. To do this, we needed to ensure that the website supported both conversion and awareness, and that we could scale digital activity across multiple European markets. Our solution was to create a cohesive digital strategy that could evolve over time and that avoided isolated, unconnected campaigns.
Solution
An integrated UX, SEO and PPC strategy
We work with VIRTUS as a long-term partner, delivering an integrated digital strategy based on performance marketing, UX and website development. Our approach focuses on three core areas of performance, and is designed to remove barriers to growth and support international expansion.
Building sustainable demand through search
We collaborated with the VIRTUS team to develop a combined SEO and PPC strategy to capture high-intent demand from organisations actively researching data centre and colocation solutions. To ensure short-term lead generation and long-term organic growth, we delivered technical SEO to improve competitive visibility for industry-specific terms and content pages. Through always-on PPC campaigns and paid search to inform organic content and conversion priorities, we work to support the MQL target for every decision stage.
Creating a website that converts, not just informs
The VIRTUS website plays a critical role in educating prospects and guiding them towards enquiry. Rather than treating the website as a one-off project, we positioned it as a continuously evolving sales enablement tool. By adding ongoing UX, design and development improvements, we optimised the user journey based on real search and behaviour data. We used conversion rate optimisation to improve enquiry rates, and redesigned the VIRTUS website to better support their business position. All of this work was carried out to improve technical performance, accessibility and scale.
Enabling scalable European growth with international SEO campaigns
As the business expanded into Europe, we focused on efficient scaling without operational complexity. By creating location specific videos and advertising with automated website translation, we added multi-lingual content to support regional search visibility. This aligned our performance campaigns with local market behaviour and demand, allowing VIRTUS to enter new markets quickly while maintaining consistent brand, messaging and lead generation performance.
Digital strategy as a central pillar of success
Throughout the partnership, digital strategy has remained central, ensuring that performance marketing, UX and development decisions are aligned to business objectives rather than operational silos.
Results
Scalable lead generation and European growth
By designing and implementing a long-term integrated digital approach, we have helped VIRTUS build a scalable platform to support consistent lead generation and international growth.
Consistent delivery for measurable commercial outcomes
Our campaign has increased the volume of high-intent inbound enquiries, improved website conversion rates and reduced reliance on single channels by building a balanced acquisition mix. This has resulted in a successful expansion into multiple European markets with a scalable website and a digital ecosystem that supports long-term business growth.
50% above
annual MQL target
4.2x increase
in form fills
+42% CTR
on European ads
Working with big group as a long-term partner has been a highly successful addition to our marketing strategy at VIRTUS. They take the time to understand our unique industry, and their use of innovative solutions and strategic insights have helped us to continually elevate our digital presence.”
Sam Day
Digital Marketing Manager
