Turning search intent into enterprise pipeline at scale

Virta is a global EV charging platform serving over 1,000 organisations and managing more than 120,000 chargers across 35 countries.

As the company expanded internationally, feeding the enterprise sales pipeline across target markets became a strategic priority. Paid search was already in place. The structure and scalability were not.

Growth required more than running ads. It required a system.

Virta needed to:

• Coordinate demand capture across 8 languages and multiple key markets

• Strengthen its position in increasingly competitive EV landscapes

• Allocate investment towards the regions with the highest commercial potential

• Connect demand generation more directly to pipeline outcomes

Earlier efforts had established a solid foundation. Expanding beyond Finnish- and English-speaking markets, however, required a more structured and scalable commercial approach.

In complex B2B environments, demand capture cannot operate in isolation. It needs to be closely connected to sales outcomes and revenue creation.

Since 2019, we have partnered with Virta to build and evolve a global demand capture infrastructure.

The work included:

• Structuring demand capture around business priorities and high-value segments

• Expanding Virta’s market presence across key international regions

• Localising go-to-market execution across Sweden, France, DACH, APAC, Denmark, Norway, Spain, Italy and the Netherlands

• Integrating demand capture with CRM and pipeline tracking for end-to-end visibility

• Establishing clear measurement across the full journey, from first intent to revenue contribution

Localisation became a core principle. Rather than direct translation, each market approach was shaped around local nuance and buying intent, in close collaboration with regional teams.

Continuous optimisation cycles ensured visibility into performance, identification of new growth opportunities and ongoing alignment with commercial priorities.

This was not campaign management. It was commercial infrastructure directly tied to pipeline and revenue.

In 2024, paid search alone, as a first touchpoint, accounted for 36% of Virta’s total generated pipeline.

Viewed through investment efficiency, the result is even clearer: Every euro invested in paid search generated €77.3 in pipeline value.

Beyond the headline metrics, the collaboration delivered:

• Stronger alignment between demand capture and sales pipeline

• More precise focus on ICP-level, high-intent buying situations

• Consistent, cross-market visibility into pipeline contribution

• A more deliberate balance between paid and organic growth levers

Demand capture became what Virta now refers to internally as its “crown jewel” of pipeline generation.

In international B2B growth, demand capture only becomes strategic when it is directly connected to pipeline visibility.

Fragmented execution generates activity. Structured systems generate revenue.

When intent signals, localisation, measurement and sales alignment operate within one framework, every euro invested becomes measurable momentum.

Growth does not come from increasing spend. It comes from building infrastructure that compounds.