Evolving media strategy and driving leads for a marine industry leader
Boston Whaler
How a premium boat manufacturer achieved breakthrough results
When Boston Whaler came to Element Three, they were primarily using Google’s ecosystem with limited targeting capabilities. They suspected there was room for more efficient use of advertising dollars but weren’t sure how to maximize their reach and impact.
Our solution transformed their digital strategy:
- Platform migration from Google Display Network to The Trade Desk
- Bombora intent data integration to identify active boat researchers
- Dun & Bradstreet targeting for high-net-worth individuals and boat enthusiasts
- Dynamic creative optimization with monthly refreshes to maintain engagement
499%
Increase in Leads in 90 Days
59%
Lower Cost Per Lead
Element Three continues to challenge us in the best ways possible. Switching to The Trade Desk generated tremendous results for our business, which are directly tied to their ability to bring new ideas to the table.
THE 95/5 PRINCIPLE
Distinct strategies for in-market and out-of-market boat shoppers
Boston Whaler’s success stems from our core strategic framework: the Ehrenberg Bass 95/5 principle. This fundamental marketing truth recognizes that approximately 95% of your potential customers are out of market at any given time, while only 5% are actively buying.
Traditional walled gardens like Google and Meta force you to choose between platforms optimized for awareness OR conversion, but never both. Our approach breaks down these artificial barriers.
For the 95% (Future Customers)
- Precision targeting across thousands of premium publishers using Bombora’s intent data
- Sequential messaging strategies impossible within walled gardens
- Brand-building creative that establishes preference before purchase consideration begins
For the 5% (Active Buyers)
- Cross-platform retargeting throughout the digital ecosystem
- Integration of Bombora intent signals with Dun & Bradstreet firmographic data
- Optimization toward business outcomes, not vanity metrics
At the Critical Inflection Point
By combining Bombora’s intent signals with Dun & Bradstreet’s audience data, we identify companies at the exact moment they transition from research to purchase-ready—capturing them when it matters most.
OUR POINT OF VIEW
Beyond walled gardens
The digital advertising landscape is evolving beyond the limitations of traditional platforms. At Element Three, we believe that sophisticated advertisers need solutions that address both ends of the marketing funnel with precision and scale.
Our demand-side platform approach, powered by premium data partners, delivers what walled gardens simply cannot: true audience targeting across the entire consumer journey, from initial awareness to final purchase.
This isn’t just a tactical improvement—it’s a fundamental shift in how digital advertising should work. By breaking free from platform limitations and leveraging the full power of the open internet, we’re helping forward-thinking brands like Boston Whaler achieve what they never thought possible.
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