Qualtrics, the pioneer behind the experience management (XM) category, has tapped ROI·DNA, a Hotwire Global company, as its global digital advertising partner. The move positions ROI·DNA at the helm of paid media strategy and execution across both global and local markets.
The agency will spearhead campaigns spanning paid search, social, and programmatic channels, leveraging proprietary AI tools to optimize insights and campaign efficiency. By integrating closely with Qualtrics’ marketing and communications teams worldwide, ROI·DNA aims to accelerate growth and deepen engagement with key audiences.
Why This Partnership Matters
Qualtrics’ decision followed a competitive agency review, highlighting ROI·DNA’s ability to scale campaigns globally while delivering local-market precision. Gavin Warrener, Qualtrics’ VP of Digital Experiences, said the partnership reflects the agency’s tech-driven approach and on-the-ground expertise—essential for cementing Qualtrics’ leadership in the XM space.
For ROI·DNA, the deal underscores the agency’s specialty in performance marketing for high-growth tech companies. Brian DeHaan, SVP of Growth and Client Services, emphasized how combining AI tools with human expertise enables campaigns that align brand purpose with measurable business outcomes.
Implications for the AdTech Landscape
This partnership reflects broader trends in B2B tech marketing: brands increasingly demand partners who can execute global campaigns with local agility, harness AI-driven insights, and deliver tangible ROI. As competitors like Medallia and SurveyMonkey expand their digital marketing footprints, Qualtrics’ move signals a strategic push to outpace rivals in both engagement and market reach.
For agencies, the collaboration highlights the growing importance of AI-enabled marketing solutions in managing complex global campaigns efficiently. ROI·DNA’s integration of proprietary tools and human expertise sets a benchmark for other B2B-focused digital marketing firms aiming to combine technology with strategy.
In a competitive B2B marketing environment, this partnership positions Qualtrics to not just maintain category leadership but also accelerate audience engagement with precision, efficiency, and measurable impact worldwide.
