T5 Data Centers

Challenge

T5 is a boutique Data Center developer and facility manager founded in 2008. The company has enjoyed success and strong growth, and now competes with the biggest players in the market. Their response to the challenge of further growth is to create broader awareness for their credentials and their unique offerings and benefits. T5 hired Torque to take its brand to the next level and support sales and marketing across key US markets and beyond.

Solution

In addition to running marketing programs, Torque brings emergent marketing partnership to our engagements, helping clients develop their brands based on the insights and values within the organization. With T5, we have built all marketing programs and sales tools collaboratively with T5, from acquisitions to sales team, keeping them continuously engaged and getting smarter as marketers.

In the initial planning stages, Torque helped T5 refine their audience segmentation, which ranges from hyperscalers and enterprise data companies, technology companies serving government agencies and the military, and financial services companies.

We developed a branding system, and we helped create and manage cross-channel marketing solutions fueled by easily digestible content delivered in rich media formats, from video to infographics.

Sales support was adapted from the marketing message, media and content, to create consistently branded spec sheets across the portfolio, and tour strategies for both virtual and live tours. This was an essential pivot from predominantly in-person touring during COVID times and much needed to bring to life a dimensional feeling for overall space, capabilities and value points of specific data center locations. One way we are levering and extending our resources is by converting infographics to animated social media posts that are linked back to content on T5’s website.

T5 runs Hubspot for inbound marketing, and also taps the platform for top-of-funnel sales support with email and website content to bolster the sales team's efforts to cover markets across the country, from Elk Grove Village IL to Portland OR, Atlanta GA and now sites in Europe.

Result

As the campaign matures we are in the process of measuring, expanding and refining content and the media channels, and the whole client team is empowered to do more. Lease results are forthcoming as well, and the company is scaling up the asset portfolio business on this confidence. It’s a collaborative partnership of the best kind.