Managed IT & Cyber Security
2021-2025
01
Virtual IT Group
Client
Virtual IT Group
Sector
Managed IT & Cyber Security
Year
2021-2025
Services
Strategy & Positioning / Brand Refresh / Website Rebuild / SEO / Campaigns & Paid Media / Email & Content / Award Submissions
Contents
01
Overview
02
Challenge
03
Approach
04
Results
01
In brief
Four years building the marketing engine behind an MSP that grew from 300 clients to 1,500+
02
The Challenge
VITG was a $10 million business - 300 clients, a team of 30 - with strong technical capability and a marketing presence that didn't reflect any of it. The website was small, activity was limited and inconsistent, and the brand looked years behind the business it represented.
The timing made the gap urgent. The company was entering rapid expansion - multiple acquisitions, new service offerings - and every addition risked fragmenting the brand further. Isolated marketing activity wasn't going to hold it together. The business needed a coordinated engine built for long-term growth.
03
The Approach
Running the account end to end across four years, the foundations came first: refined positioning, messaging that landed with both business leaders and technical audiences, and a consistent narrative across every channel.
The major milestone was the full brand refresh and website rebuild - new identity, new site, materially better user experience, search visibility and lead capture. That platform carried everything after it.
Then the engine ran monthly:
SEO and content programs across blogs and website
Email marketing and social
Digital advertising across the funnel
Award submissions and industry recognition
Campaign builds - including Cyber Ready, Future Secure, a multi-channel cybersecurity campaign taken from brief to fully live in a few weeks
"It's one of the shortest timelines I've ever had to take a campaign live with, but it's been very successful - driving demand generation and pipeline for the sales team."
Lisa O'Reilly, Demand Generation Lead, Virtual IT Group
Through the acquisition years, my role was effectively the marketing function - an extension of the team, keeping the brand clear and the momentum up while the organisation transformed around it.
"A joy to collaborate with from the get-go - always responsive, quick to act, and incredibly flexible when things shifted. Key in pushing forward big initiatives, from award submissions to launching our new website. Nothing ever felt like too much trouble."
Meg Visser, Chief Customer & Marketing Officer, Virtual IT Group
04
The Results
The business scaled from 300 clients to more than 1,500 organisations, through organic growth and more than 10 acquisitions - with brand and messaging holding consistent across all of it.
The engine's numbers over the engagement:
Roughly 10x increase in first-page Google visibility
Roughly 20x increase in website lead generation
5x client growth across the partnership
"Across the board, I've definitely seen a marked increase in traffic, impressions, and clicks."
Lisa O'Reilly, Demand Generation Lead, Virtual IT Group
The engagement ended the way good ones should: VITG graduated to its own internal marketing function, built on foundations designed to be handed over.
"We went through a lot of change together, and I genuinely appreciated the support and guidance. It was easy to trust the process and enjoy the work."
Jason Jarvis, Head of Commercials and Partnerships, Virtual IT Group
