I recently had the pleasure of hosting a conversation with Brent Wiltz, General Manager of the RTIC Custom Shop, and Scott Tinkoff, Anteriad's EVP Audience Identification and Activation, and I'll be honest: it was one of the more candid, refreshing discussions I've had about B2B growth in a while. No fluff, no polished talking points. Just a real operator sharing what worked, what didn't, and what the numbers actually meant for his business.
If you run marketing for a DTC brand with a corporate or B2B channel, this session is worth 40 minutes of your time.
RTIC had a strong product portfolio and an established custom shop. But B2B growth had plateaued. The marketing playbook that worked on the consumer side wasn't translating, and Brent couldn't justify scaling spend without first proving real revenue impact. He wasn't asking for more budget. He was asking for a reason to believe more spend would actually work.
Our team hears this constantly from DTC marketers trying to build out a B2B channel. The tools and tactics that drive consumer acquisition don't map cleanly to corporate buyers. And traditional B2B prospecting doesn't have the reach or the measurement rigor to satisfy a leadership team that's already skeptical.
RTIC partnered with Anteriad to launch Growth Accelerator, a coordinated program combining targeted email and programmatic display to reach net-new corporate buyers at scale. Our audience team analyzed RTIC's existing customer file and then used our proprietary B2B database to identify and activate high-potential business buyers RTIC had never meaningfully marketed to before.
What I found most compelling in Brent's telling was how quickly the signal came through. Within two months of a three-month pilot, they had real revenue data to work with. By month three, budget had scaled significantly because the proof was there.
The six-month results:
Brent said something that I keep coming back to: "The value is in the new customers. That's where real growth comes from, and we're seeing it consistently."
That's the crux of it. Not more impressions. Not better open rates. New customers, attributed to marketing, with revenue you can defend to leadership. The holdout methodology built into every Growth Accelerator program means you're measuring true incremental lift, not just campaign activity. Match-back analysis connects exposure directly to quotes and orders. Combined email and programmatic consistently outperformed either channel alone.
That's not a pitch. That's what Brent told me on the webinar.
The full session is available on demand at anteriad.com/rtic-webinar, no registration required. Brent and Scott Tinkoff, Anteriad's EVP of Audience Identification and Activation, walk through the strategy, the mechanics, and what it all meant inside RTIC's business. If your B2B channel has stalled, or you've never really built a dedicated acquisition program around it, start there.
Then, when you're ready to talk about what this could look like for your brand, talk to a Growth Accelerator expert. Three weeks to launch. Three months to prove it.