• RTIC Outdoors achieved 11% B2B growth using Anteriad Growth Accelerator’s data-driven marketing.
• Incrementality testing and channel orchestration drove measurable revenue impact.

Expanding sales to a B2B customer requires a different marketing approach than selling to consumers. When RTIC Outdoors wanted to focus on expanding their nascent B2B custom shop, they sought outside marketing support.

RTIC Outdoors, a leading outdoor lifestyle brand known for high-performance coolers, insulated drinkware, and gear built to last, operates a B2B custom shop that provides branded gear for businesses, institutions, and enterprise organizations—bringing its “overbuilt, not overpriced” philosophy to corporate and promotional use.

The company’s B2B custom shop had a compelling product portfolio, and with direct-to-consumer sales plateauing, they wanted to turn their focus on growing B2B.  However, they needed help identifying prospects and creating sufficient reach and differentiation. Additionally, marketing success was measured in clicks and impressions, not revenue.

Why Partnership with Anteriad

To help with this growth effort, RTIC searched for a solution that could expand reach, communicate differentiation, and prove real business impact before increasing investment. It led company leaders to partner with Anteriad to launch Anteriad Growth Accelerator, an acquisition strategy using precision audience data, coordinated multi-channel messaging, and incrementality measurement that tied marketing directly to revenue.

Anteriad empowers B2B marketers to get in front of their next customer faster through full-funnel marketing programs powered by responsible AI and deep human expertise. Their global data and Anteriad Marketing Cloud drive advanced analytics engagements, managed service multichannel brand and demand campaigns, programmatic audiences, and BDR-as-a-service programs.

How the Accelerator Works

Anteriad Growth Accelerator is an integrated email and programmatic acquisition solution purpose-built for B2B marketers, including consumer and DTC brands expanding into business channels. The Anteriad Growth Accelerator strategy has four characteristics:

• Channel orchestration. Pairing targeted, orchestrated outreach to surround buyers across channels.
• Incrementality testing. Channel by channel and combined campaigns tested side-by-side to isolate performance drivers.
• Advanced match-back measurement. Employee-level and site-level match-back analysis tied sales and quotes directly to marketing exposure.
• Holdout methodology. Control groups were maintained to measure true lift versus baseline performance.

“RTIC was able to quickly launch and scale their promising B2B business with Anteriad Growth Accelerator, a dynamic digital marketing campaign, to drive measurable growth. We provided the data, strategy and execution to set in place a profitable new revenue opportunity for the company”, said Scott Tinkoff, Executive Vice President of Audience Identification & Activation at Anteriad.

“With a combination of intelligent channel orchestration, testing and measurement, our Growth Accelerator delivers powerful results quickly. RTIC’s journey from a DTC-first brand to a scaled B2B operation is a path we’re seeing more consumer companies pursue, and one where Growth Accelerator is purpose-built to accelerate.”

Pilot Program Results

The engagement launched as a three-month pilot, enabling RTIC to quickly understand what worked and why. Just two months into the three-month pilot, Anteriad Growth Accelerator delivered clear, measurable outcomes with $242,000 in new orders, $611,000 in quotes generated and $532,000 in additional site-level sales identified beyond employee-level matches.

The combined channel campaigns outperformed single-channel efforts, validating the orchestration strategy early. As RTIC continued the program over six months, performance scaled:

• $2.7 million in incremental revenue delivered
• 11% growth in the B2B business
• 7x incremental ROAS, consistently driven during active months
• $8.5 million in new B2B quotes generated and progressing through the pipeline

RTIC moved from slight decline to sustained B2B growth powered by accountable marketing.

“We’re producing strong returns on spend, but more importantly, it’s efficient growth. That’s what allows us to reinvest and keep compounding,” said Brent Wiltz General Manager, Custom Shop, RTIC Outdoors.

The post RTIC Outdoors’ Journey to Sustained B2B Growth Powered by Anteriad appeared first on Demand Gen Report.

Such was the case for Gem, an artificial intelligence (AI)-first recruiting platform, that had only one person running all campaign execution. With a significant volume of work—often including three to four webinars a month and several large campaigns per quarter— Gem needed reliable, flexible support to help manage the moving pieces of campaign execution.

Additionally, they required a strategic partner to take on intensive, long-term projects like building industry-specific nurture programs, and ensuring the marketing database remained clean – tasks the internal team lacked the bandwidth to undertake.

Gem, Demand Spring Partnership

To tackle these issues, Gem partnered with Demand Spring who has worked with some of the largest and fastest-growing B2B brands to elevate their marketing practices. Demand Spring’s approach blends leading-edge yet practical Revenue Marketing strategies with expertise in marketing technology to deliver measurable results.

The partnership was bonded by their embrace of AI. Gem is the only AI-first recruiting platform that integrates applicant tracking, candidate relationship management (CRM), sourcing, and scheduling into a single workflow. The platform centralizes outreach, pipeline management, and analytics, and uses AI to analyze millions of profiles and automate outreach.

As B2B marketing enters the transformative AI era, Demand Spring is focused on helping CMOs and their teams embrace innovation, drive optimization, and navigate the future of B2B marketing with confidence.

Two Areas of B2B Marketing Focus

Demand Spring was brought onboard by Gem to work closely with the team primarily on two project tracks. The first was Campaign Execution & Deployment, providing consistent support for high-volume activities, including weekly email sends, and managing the complex communications required for multiple monthly webinars and large quarterly campaigns.

The second was Strategic Program Build-Out, focused on leading time-intensive projects such as building comprehensive, industry-specific nurture programs and executing essential database cleanup.

Demand Spring maintained a close working relationship with the Gem team through regular update meetings and constant communication, and integrated themselves seamlessly within Gem’s existing workplace processes.

Demand Spring effectively acts as additional headcount, allowing the Gem team to manage a high-volume campaign load that includes three to four webinars per month.

Easy Integration

The partnership has consistently met and exceeded expectations, helping to expand Gem’s marketing capabilities and increase the capacity of the small internal team, according to company officials.

“The working relationship with the Demand Spring team honestly feels like an extension of our own team,” said Gillian Weisenfluh, Marketing Campaigns Manager at Gem. “We have two email sends each week handled by Demand Spring – it has been a crucial support resource and really the equivalent of hiring another person on the team.”

With Demand Spring as a flexible, knowledgeable, and fully integrated strategic partner, Gem has been able to scale its email and webinar programs, successfully deploy highly targeted campaigns, and build critical long-term nurture assets.

The partnership proves the value of having a supportive, external team that acts as an extension of the in-house marketing department. “The team is incredibly easy to work with, works well within our internal processes, and not only meets but exceeds our expectations,” said Weisenfluh. “Working with Demand Spring has been one of the best experiences I’ve had working with an external team.”

The post Scaling B2B Marketing: The Gem and Demand Spring Story appeared first on Demand Gen Report.

For Bamboo Rose, the key to overcoming these hurdles was finding a partner who could simplify operations and amplify results.

Bamboo Rose, which serves enterprise retailers, wholesalers, and consumer goods brands across fashion, general merchandise, food and beverage, and home goods sectors, runs a highly targeted, account-based marketing strategy whose approach is data-driven and omnichannel, with digital demand generation at the core. Their buyers operate in large, multi-stakeholder committees, where every role influences the decision.

Anteriad’s Work with Bamboo Rose

Despite a strong strategy, the team faced a familiar challenge: scaling precision without adding headcount. Their primary objectives were to improve marketing ROI, generate high-quality, relevant leads, and enhance audience engagement and personalization at scale.

As a result of superior performance, Bamboo Rose consolidated its demand generation under Anteriad, specifically focusing on content syndication and programmatic display.

Marketing Team Deliverables

Anteriad was chosen as they empower B2B marketers to get in front of their next customer faster through full-funnel marketing programs powered by the hybrid working place of artificial intelligence (AI) overseen by human expertise. Their unique global data Anteriad Marketing Cloud drive advanced analytics engagements, managed-service multichannel brand and demand campaigns, programmatic audiences, and BDR-as-a-service programs.

Working closely together, Anteriad became a true extension of the Bamboo Rose marketing team, providing the executional support, automation, and reporting needed to run sophisticated campaigns at scale. Anteriad delivered accurate, role-specific data and high-quality leads that flowed directly into Bamboo Rose’s marketing automation system.

This allowed prospects to be automatically routed into personalized nurture sequences, eliminating hours of manual work while improving engagement across the buying committee.

Key benefits included:

• Cleaner, more relevant lead data
• Role-aligned content delivery
• Faster activation within nurture programs

Programmatic Progress

Building on the success of content syndication, Bamboo Rose expanded its partnership with Anteriad to include programmatic display campaigns. The transition showed immediate improvements in efficiency and performance compared to previous programmatic providers.

Anteriad’s team supported targeting optimization, execution, and reporting— making success easy to measure and communicate internally. With Anteriad, Bamboo Rose achieved consistent, month-after-month performance, outperforming previous partners across both engagement and efficiency metrics. Compared to prior providers, results included a 40% increase in web traffic from programmatic campaigns and a 60% increase in CTR across programmatic display.

Additional impact was borne out on pipeline and account coverage:

• 75% of new opportunities influenced by Anteriad programmatic campaigns;
• 45% of new opportunities reached by Anteriad content syndication campaigns; and
• 30% increase in target accounts reached via programmatic channels.

Partnership Outcome

Together, these programs helped Bamboo Rose consolidate paid digital efforts with one trusted partner to improve visibility, efficiency, and ROI across both awareness and conversion initiatives.

The measurable impact made Anteriad a must-have partner during budget reductions, underscoring the business value and trust built between teams.

“The results we’ve seen with Anteriad programmatic display ads and content syndication have been crucial in building, retaining, and nurturing our marketing funnel at Bamboo Rose,” said Elizabeth Damioli, Demand Generation Manager at Bamboo Rose.

The post Bamboo Rose Teams with Anteriad to Boost ROI with Data-Driven Demand Generation appeared first on Demand Gen Report.

To strengthen its account-based marketing (ABM) strategy and drive more qualified engagement from senior enterprise decision-makers, the company and its agency of record, Swell Media, needed clearer proof that their investment was translating into meaningful engagement and pipeline impact.

Swell is a performance-driven media agency that helps brands grow through data-informed strategy, planning, and execution across digital channels. The company crafts media solutions rooted in research and audience insight, offering services including media strategy, paid search and social, programmatic, SEO, performance TV, and marketplace sales.

Swell’s Objectives

Swell’s approach is outcome-focused and channel-agnostic, combining industry tools, artificial intelligence (AI) innovations, and human expertise to forecast, activate, and measure campaigns aligned with core business KPIs.

Besides meeting the needs of their clients, Swell officials wanted to validate whether its incumbent programmatic partner was truly delivering the best performance for enterprise ABM. To answer that question, Swell designed a strict head-to-head test under fully controlled conditions, with identical budgets, timelines, target account lists, seniority levels, and verticals. The goal was to identify which approach could deliver stronger qualified engagement and measurable actions across the funnel.

How AI Digital Approached ABM Differently

To achieve this, enter AI Digital which offers a competitive test with a precision-focused ABM strategy built around contextual relevance, audience accuracy, and continuous optimization. AI Digital operates as an AI-native media consultancy. Built on its Open Garden framework, the company combines AI-informed optimization with hands-on strategic oversight to ensure media decisions are aligned to business outcomes rather than platform incentives.

This approach is particularly effective in enterprise ABM, where clean data, audience control, and explainable measurement are critical. In this engagement, AI Digital’s bias-free execution, continuous optimization, and disciplined testing methodology enabled a fair head-to-head comparison and delivered measurable gains in qualified engagement and conversion efficiency.

AI Digital’s campaign solution combined upper-funnel prospecting with structured retargeting to engage decision-makers throughout the buying journey— the company deploys a mix of native and video formats in contextually aligned environments to improve message resonance, while targeting focused on highly specific account segments and senior-level decision-makers across relevant industries.

The Results

Performance was tracked using multi-touch attribution, ensuring that impressions, clicks, and conversions could be directly tied to on-site actions. Additionally, ongoing optimization was supported by monthly reporting and feedback loops that refined creative, bidding, and audience strategies. AI Digital worked closely with Swell to maintain clean data, ensure audience deduplication, and preserve fair testing conditions throughout the evaluation.

The campaign outperformed the incumbent media partner across every key performance benchmark as AI Digital delivered a three times higher click-through rate, two times greater conversion efficiency, and a 25% increase in video completion rate versus benchmark.

Importantly, AI Digital’s ABM prospecting matched or exceeded retargeting performance, demonstrating stronger qualified interest earlier in the funnel and reinforcing the effectiveness of its audience modeling and contextual strategy. Based on these results, Swell awarded AI Digital the ongoing media business for the client and expanded the partnership.

“The head-to-head performance results were highly encouraging,” said Natasha Tibbetts, SVP of Media at Swell Media. “It reinforced that transparency, trust, and disciplined best practices drive data integrity.”

The post Escaping the Unknown: How Precision ABM Tripled Engagement appeared first on Demand Gen Report.

Initially developed in 2009, Semrush’s in-house platform was at the time state-of-the-art, featuring a first-click attribution model paired with a 10-year cookie life. This system, which enabled businesses globally to run search engine optimization, advertising, content, social media and competitive research campaigns and get measurable results from online marketing, was beneficial for incentivizing early-stage growth by rewarding partners who discovered and promoted Semrush’s tools.

As their affiliate program evolved and the brand expanded, the limitations of this setup became increasingly apparent. The outdated attribution model began to skew results, emphasizing initial touch points at the expense of recognizing new partners’ contributions to conversions. This imbalance hindered the onboarding of fresh affiliates struggling with the long cookie life and stifled growth opportunities.

Making an Impact

Additionally, the user interface and user experience fell short of modern expectations. The internal platform’s design lacked visual appeal and intuitive navigation. The absence of visual reporting tools meant partners were greeted with data tables that offered little actionable insight, further complicating their ability to optimize strategies.

To help remedy this, Semrush teamed up with impact.com, the world’s leading commerce partnership marketing platform that transforms the way businesses grow by enabling them to discover, manage, and scale partnerships across the entire customer journey.

From affiliates and influencers to content publishers, brand ambassadors, and customer advocates, impact.com empowers brands to drive trusted, performance-based growth through authentic relationships. As consumers increasingly rely on recommendations from people and communities they trust, impact.com helps brands show up where it matters most.

Changes Made

Semrush’s transition to impact.com was a “meticulously planned and executed process involving a few key teams and services,” said Lina Tichomirova, Head of Affiliate Marketing at Semrush.

A dedicated impact.com technical manager enabled seamless API integration, ensuring technical requirements were met without disrupting operations and laying a strong foundation for a successful migration. And the customer success team provided timely solutions to any issues, strengthening trust and confidence within Semrush’s team and partners.

Multiple contract terms simplified the onboarding process for both new and existing partners. The feature streamlined the approval process by differentiating partners migrating from the previous program and new partners. This was accomplished by comprehensive training and onboarding, supported by a user-friendly help center, equipped Semrush’s team and partners to maximize the platform’s capabilities—enabling effective use of the platform’s enhanced features and resources.

Improving Cookie Life

The transition from a rigid first-click model with a 10-year cookie life to a more dynamic last-click attribution system was pivotal. “This shift allowed for a more accurate representation of partner contributions, effectively enhancing transparency and performance measurement,” said Tichomirova.

With a 120-day cookie life, the updated model aligned better with modern privacy standards and provided a clearer picture of affiliate marketing efforts, ultimately boosting partner satisfaction and program effectiveness.

All of these upgrades resulted in before migrating to impact.com, Semrush began by running parallel programs. The evaluation compared the in-house 1st click attribution and a 10-year cookie life against impact.com’s last-click attribution and a 120-day cookie life.
In just six months, the transition resulted in a 400% increase in new partner sign-ups compared to their in-house program in 2021. Despite the surge in interest, Semrush ensures a selective, high-quality partnership program.

Top Results

In an impressive feat, the impact.com team assisted Semrush in migrating over 1,000 partners following the evaluation’s success, including some long-standing affiliates as far back as 2012.

The brand witnessed remarkable advancements in its affiliate program’s efficiency and performance—like the following:

• Customizable payout terms lead to more precise management of affiliate relationships and a significant uplift in program optimization.
• Enhanced product and commission launches by leveraging sustainable API integration with impact.com and customizable payout terms, enabling affiliates to quickly expand their reach and earnings.
• Integrated email systems, such as newsletters, streamlined marketing communications, further improving outreach efficiency.

“Partnering with impact.com transformed the way we manage and scale our affiliate program,” said Tichomirova. “By modernizing attribution, streamlining onboarding and equipping partners with intuitive tools and enhanced reporting, we’ve not only improved transparency and performance measurement but also significantly accelerated new partner growth.”

The post Semrush’s Strategic Shift to Modern Affiliate Marketing appeared first on Demand Gen Report.

Yet many firms struggled with visibility into where their leads were coming from, how well their intake teams were performing, and which marketing investments were actually producing results.

MarketCrest LLC is an digital marketing firm focused on the growth of immigration and family law firms. Since 2016, they spent two years embedded daily inside a $5 million firm to learn the ins and outs of life inside of a law firm.

Missed Phone Call, Opportunities

The largest issues they encountered is without accurate attribution; firms often relied on assumptions— believing the “phone wasn’t ringing” or that certain channels were ineffective. The reality is the firm was missing calls, misjudging ROI, or under-resourcing their intake process.

MarketCrest determined that a platform was needed to provide real-time insight, complete transparency, and verifiable proof of marketing performance to help their clients grow with confidence. To that end, they turned to CallRail.

Working with CallRail

CallRail, a lead engagement platform serving more than 2205,000 businesses worldwide, is an AI-powered solutions help businesses attribute each call, text, chat, and form to their marketing journey, use insights from their conversations to better understand their buyers, and eliminate missed opportunities.

“From the very beginning, we’ve put all of our clients on CallRail. It’s the only call tracking solution we’ve ever needed,” said MarketCrest president and CEO Scott Berry.

Action Plan

The plan from CallRail focused on three areas: Comprehensive call tracking, Conversation Intelligence, and AI-powered after-hours coverage. For call tracking, they assigned unique tracking numbers to every marketing channel— from online channels like Google Ads, website landing pages, and Google Business Profile— to offline channels such as billboards, radio, bus wraps, and magazine ads. This attribution model gave MarketCrest the ability to pinpoint exactly which campaigns generated calls.

In regards to Conversation Intelligence, they leveraged transcription and other features to quickly review calls, scan for lead quality and better prioritize follow-up. And for nights, weekends, and lunch breaks when intake teams weren’t available, an AI voice assistant answer calls, collect caller details, qualify inbound leads, and provide summarized data to ensure no lead went untracked.

This approach allowed MarketCrest to deliver “undeniable proof” to clients— shifting marketing from guesswork to transparent, measurable performance, according to Berry.

By the Numbers

The measurable outcomes for MarketCrest’s clients that turned marketing spend into tangible revenue and exposed gaps in intake operations, including:

• Rapid firm growth: For one immigration law-firm client, MarketCrest helped scale revenue from *$800,000 to $3 million in one year – and then to $5 million the next year.
• Better budget allocation: In a clear demonstration of value, they showed a client that a $30,000 paid-ad budget could generate more than 500 qualified leads – representing nearly $1 million in potential revenue, outperforming an equal spend on a billboard campaign.
• Recovering lost opportunities: For a firm that believed “the phone wasn’t ringing,” CallRail’s “Calls by Time of Day” report revealed they missed 25 calls in a single month, all during their staff’s lunch break – resulting in what could have been “tens of thousands” in lost cases. With that insight, MarketCrest helped the firm adjust intake coverage.
• Improved transparency & trust: By attributing real leads and revenue back to marketing channels, firms moved away from “gut-feeling” marketing decisions. MarketCrest gained credibility with clients by providing data-based, defensible reporting.

“CallRail allows us to provide the client with undeniable proof of the leads that they’re getting for their advertising dollars,” said Berry. “There’s no reason to roll the dice. We know for sure what you’re getting.”

“Foundational Component”

By combining call tracking, Conversation Intelligence, and AI-assisted intake, MarketCrest ensured that no lead is missed and that every interaction is accurately attributed back to the marketing source that generated it. This data-first approach empowers firms to make informed decisions about budgets, staffing, and strategy, replacing guesswork with verifiable insights.

With CallRail, MarketCrest delivers a level of visibility and accountability that strengthens client trust and drives sustainable, measurable growth.

“MarketCrest’s long-term success with law firm clients is rooted in its commitment to full marketing transparency, which is why CallRail is a foundational component of every engagement,” said Berry

The post Missed Calls, Found Opportunities: MarketCrest’s Data-Driven Success with CallRail appeared first on Demand Gen Report.

This dynamic had the potential to influence PolyAI’s ability to shape the conversation, defend its category lead, and be easily found by buyers using AI-generated search results.

PANBlast, a dedicated agency serving emerging and high-growth brands spanning the B2B SaaS and AI technology sectors, partnered with PolyAI to amplify attention with outcome-driven narratives; secure tier-1 earned media validation; defend market share of voice (SOV) with consistent volume of coverage; and ensure coverage compounded into discoverability and demand through backlinks and presence in AI-powered answers for priority “voice AI” queries.

PANBlast, PolyAI Partnership

PANBlast and PolyAI executed an outcomes-first, humans-first plan that reframed messaging as “voice agents customers want to talk to,” anchored in booking accuracy, resolution rates, and customer effort to show the best versions PolyAI to the public.

The agency ran a two-track media plan: tier-1 storytelling that put CEO Nikola Mrkšić into macro “AI agent economy” narratives (supported by proprietary data), and a trade momentum motion saturating customer experience, hospitality, and retail outlets with bylines, Q&As, and product updates.

Content Plan

To accomplish this, PANBlast built vertical customer storytelling around restaurant reservation demos and big-box retail use cases, pairing proof with adopter voices. Every asset was engineered for AI-era discoverability, so wins translated into search equity.

This was augmented by a steady bylined content from PolyAI thought leaders as well as LinkedIn content for sustained leadership visibility. This two-track media plan ultimately worked together to create tier-1 credibility, hype names, and point to provable outcomes.

Among the campaign results was a Wall Street Journal feature embedding a live PolyAI reservation call. The WSJ inclusion that housed a hospitality brand call demo drove 34 qualified Q2 sessions, averaging nine events visit—a strong proxy for pipeline quality. Overall, the campaign resulted in 28 pieces of coverage that matched 2024 run-rate while lifting authority and link equity.

Cutting Through the Noise

Notable key metrics achieved included:

• SOV dominance: 42% lead over the nearest competitor amid founder-driven noise;
• Vertical credibility: 10 new hospitality and retail trade placements, creating visibility and credibility with decision-makers in key industries;
• Discoverability: 61% of coverage with backlinks (≥55% target); 50% presence in priority “voice AI” queries with average rank topping the list; and
• Reach & efficiency: 706 million potential reach (10× YoY).

Together, these outcomes demonstrate that PANBlast’s outcomes-first approach not only cut through a hyped up news cycle but converted visibility into measurable business value.

“By pairing marquee validation with vertical proof and building every asset for AI-era discoverability, PolyAI sustained category leadership, increased high-quality reach, and translated coverage into qualified engagement—turning earned media into lasting discoverability, traffic, and pipeline,” said Lydia Beechler, Director at PANBlast.

The post PANBlast Helped PolyAI Be A Leader in the Voice AI Market appeared first on Demand Gen Report.

For a company in the healthcare industry, this meant managing a $1.4 billion marketing budget across 47 brands, 150 brand-country combinations, and 30 media channels. To accomplish this, they contracted Marketing Attribution as they specialize in helping companies measure and optimize the effectiveness of their marketing. For consistent measurement across all marketing channels, they use mix modeling as well as run large-scale person-level randomized controlled trials to put a value on specific 1st and 3rd party audiences.

The complexity of the client’s business made this task difficult to measure the true effectiveness of their spending. The goal was clear: gain a precise understanding of media performance and optimize every dollar spent to improve global ROI. Without a powerful analytical tool, they were navigating trillions of potential decisions with an incomplete map.

Building a Decision Intelligence Engine with Gurobi

To solve this global optimization problem, Marketing Attribution chose Gurobi for its advanced decision intelligence technology. The partnership focused on creating a scalable, high-performance engine capable of making optimal budget allocation decisions in minutes, not months.

Beyond tracking numbers, the client wanted to build a strategic framework for decision-making. Using Gurobi’s analytical software, Marketing Attribution combined proven statistical techniques with advanced optimization algorithms. This allowed them to measure incremental impact to accurately determine the sales lift generated from various media and marketing activities; model complex scenarios as to simulate and optimize thousands of nonlinear response curves to predict outcomes with high accuracy; and generate actionable plans, turning vast, complex data sets into clear, optimized media plans that guided investment decisions.

The resulting system gave the healthcare company a tool to identify the most efficient investments and allocate spend with confidence. The solution was built to be scalable, leveraging Gurobi’s global experience across diverse industries to ensure robust performance.

Transforming Data into Decisive Action and ROI

The implementation of the Gurobi-powered optimization engine delivered significant and measurable outcomes, fundamentally transforming the client’s approach to marketing investment.

• 13% Annual Increase in Media ROI: The solution directly translated into a substantial improvement in the efficiency of marketing spend.
• Strategic Shift to Digital: Digital media’s share of the budget increased from 44% to 71%, reflecting a data-driven pivot to higher-performing channels.
• Enhanced Decision-Making Speed: The system processed immense complexity, delivering optimized media plans in under two minutes.

“Most Innovative Things We’ve Ever Done”

This new capability moved the team from reactive analysis to proactive, strategic planning. The optimization system is updated quarterly, serving as a vital and continuous tool for guiding global marketing strategy.

“The global optimization problem we solved for this client is one of the most innovative things we’ve ever done,” said Ross Link, Founder of Marketing Attribution. “And we couldn’t have done it without Gurobi.”

The partnership between Marketing Attribution and Gurobi demonstrates the value of applying decision intelligence to marketing’s biggest challenges resulting in a system that empowered the clients to make smarter, faster, and more profitable decisions.

The post Marketing Attribution, Gurobi’s Partnership Boosts ROI by 13% appeared first on Demand Gen Report.

Wasabi had launched past programmatic advertising campaigns that focused heavily on click-through rates (CTR). But the company wanted to unlock deeper value from its ad spend and go further to prove that programmatic was driving tangible business outcomes such as free trials, sign-ins, and deeper engagement with its platform.

Wasabi – AdDaptive Collaboration

To meet their need, Wasabi officials were introduced by their agency partner, MMC Media, to AdDaptive, an innovative technology platform utilized by marketers for smarter B2B advertising.

AdDaptive Intelligence is a leader in Account-Based Advertising and Analytics, empowering B2B marketers to reach the accounts that matter most. Combining proprietary technology with human expertise, AdDaptive bridges offline and online data to optimize display, native, video, CTV, and audio campaigns. With transparent analytics and automated precision, AdDaptive drives measurable success for leading global brands.

Marketing Targets

Wasabi incorporated AdDaptive into its quarterly programmatic campaigns designed to reach decision-makers across diverse industries. Using a mix of native, banner, and video formats— with an emphasis on native placement— AdDaptive layered in engagement and conversion pixels to measure beyond CTR. These included tracking free trial signups, sign-in activity, and pricing page exploration.

By leveraging AdDaptive’s precise B2B targeting, Wasabi targeted high-value accounts of varying company sizes and maturity, from established enterprises to younger, fast-growing businesses.

The advertising approach utilizing AdDaptive’s platform allowed Wasabi to build on strong top-of-funnel results (awareness, CTR) and measure how impressions influenced actions further down the funnel.

Campaign Results

The quarterly campaign evolution demonstrates a clear progression of success. In Q2, broad awareness and strong CTR performance were established, validating Wasabi’s ability to reach the right audiences across industries.

This includes over 2.6 million impressions and 3,329 clicks, with strong vertical engagement. The next quarter then provided proof of the business impact of programmatic advertising through conversions tied to pricing page visits, free trial button clicks, confirmation pages, and sign-in activity.

By layering sophisticated pixel tracking on top of strong targeting, Wasabi advanced its programmatic strategy from clicks to customers— demonstrating ROI in a way that resonates with internal stakeholders and prospective clients alike.

“To be successful, we need to overcome the challenge of tracking advertising attribution,” said Brooke Kwasny, Director of Growth Marketing at Wasabi Technologies. “AdDaptive’s campaign analytics provide a clear solution by revealing who within our target audience is engaging with our ads, enabling us to establish a direct correlation between our customers and those interacting with our website, delivering invaluable data to refine our marketing strategy and drive ongoing success.”

The post Wasabi’s Blueprint for Programmatic Success with AdDaptive appeared first on Demand Gen Report.

For this market, Hertz looked to create an outlet that could showcase their available inventory online.

“We wanted a one-stop showroom to showcase vehicles to the PCO market— particularly Uber drivers,” said Mike Mitcham, Business Partner, at Hertz. “Typically, this would be difficult to achieve without building a physical showroom with all the associated costs.”

Hertz’s Online Showroom

To achieve this without the physical showroom cost, they teamed with Zuant 3D, a leading provider of tools that enable businesses to capture, manage, and analyze customer data in real-time, enhancing marketing communications and sales performance. The goal was to present a virtual showroom showcasing all of the vehicles with touchpoints for such items as luggage capacity and mileage range.

The online showroom was accomplished by using Matterport’s 3D photography to create an immersive virtual experience which seamlessly integrates with CRM systems and call center agents. A digital scan is used to create a virtual showroom, opening up sales channels to drivers 24/7.

“Zuant 3D has given us access to all of our fleet on a desktop, wherever we are— like a showroom in our pocket!” said Mitcham.

Lead Conversions Rise

A key feature for Hertz was the live interaction that allowed for an instant connection.

“When a driver comes in to the virtual showroom, there’s an alert that goes through to a team at the call centre partner Konecta,” said Mitcham. “Their Call Centre agents can interact with the driver using the live video feature, answer any questions they may have and help with the sale of the vehicle, whether that be a rental or rent to buy.”

The virtual showroom went live in November 2024 and now has ten vehicles available for drivers to view, with another three due for upload shortly. The best-seller currently is the VW ID7— a model particularly popular with Uber drivers as it has Uber Executive status which means drivers earn more per ride compared to other vehicles.

Most importantly, the virtual showroom lead conversions accelerated by 30%.

Partnership with Zuant 3D

Pete Gillett, CEO at Zuant 3D, said they worked closely with Hertz to develop a system to suit their requirements and continue to support them to maximize their sales.

“When Hertz brings a new vehicle on board, we take a 3D scan of the demo vehicle and combine this with its USPs to upload to the showroom,” said Gillett. “This means the vehicle can be ready to sell before the stock even lands in the UK.”

“Hertz is leading the way in the PCO market by applying Zuant 3D’s groundbreaking technology to find a cost-effective way to reach and convert leads.”

The post Hertz’s PCO Business Rises with the Help of Zuant 3D’s Virtual Showroom appeared first on Demand Gen Report.