Carbonite Case Study



Wire Stone backs Carbonite’s rapid evolution with a full reimagining of the customer experience

Carbonite was founded in 2005 as a provider of affordable, automatic backup plans for home computer users and very small businesses. Over the ensuing decade, Carbonite rose to become the dominant provider of cloud backup to consumers.

In 2014, Carbonite approached Wire Stone with the aim of growing their small business segment, and eventually expanding into the more lucrative market for midsize businesses. As a first step, Wire Stone built a Customer Experience Engine designed to target small and midsize businesses (SMBs) and increase customer conversions. It worked wonders. Through the use of focused audience segmentation and lifecycle identification—and the delivery of customized messages, content, and buy flows—Carbonite was able to increase SMB sales by 124 percent year over year.

That marked the beginning of an explosive growth period for Carbonite. In the years that followed, Carbonite acquired two key companies as part of the ongoing effort to expand their business into the midmarket space. Wire Stone once again played a pivotal role, this time by helping Carbonite integrate their new acquisitions, in terms of both branding and marketing.

Wire Stone consolidated the three different company websites into one unified site, refreshed the Carbonite brand to help propel the company into a broader business market, and continued to drive revenue across each of their product lines—old and new. 

Wire Stone has developed unified messaging and branding for Carbonite, and has led Carbonite’s charge into web videos, targeted radio advertising, motion graphics and digital collateral. Carbonite now presents itself to the world as a trusted, expert provider of data protection solutions for businesses—offering cloud and hybrid backup plans, disaster recovery, data migration and high availability—all supported by secure and scalable global cloud infrastructure.

The Zen of IT

Carbonite’s financial results speak for themselves, and tell quite a story. In 2017, their third-quarter revenue was up 19% year over year—and bookings were up 21 percent. Carbonite’s plan to build the leading data protection for platform for businesses is working to perfection, and paying tremendous dividends.