Wasabi Technologies has grown to become a leader in cloud storage and is trusted by many of the world’s top companies to protect their data. As the company continued to scale, it needed to expand brand awareness and drive deeper engagement with potential customers while improving its ability to attract prospects across key verticals such as healthcare, education, media, and entertainment.
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.”
