HashiCorp, a leader in multi-cloud infrastructure automation, sought to engage tech executives through targeted banner ads. To get the ball rolling, we started with extensive audience research and competitive analysis, creating detailed profiles of our executive audience so we knew more about who we were talking to and what their painpoints were.

This informed our "Start With the Source" campaign, where we crafted copy that spoke to top-level decision-makers' concerns while maintaining HashiCorp's technical credibility. The tough bit was capturing executive attention without alienating HashiCorp's existing practitioner base.