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Digital B2B Opps: Tibco Software loses its marketing chief (Score 32)

Tibco in 2019 from FinancialForce, where he also served as CMO. During his tenure with Tibco, Studer helped the company roll out a new brand narrative and corporate identity. We will be sure to update you as soon as Tibco finds a new CMO because it could lead to spend shifts or agency reviews.  

According to Pathmatics, Tibco earned 6.5m impressions YTD through Facebook ads (85%), Instagram ads (14%) and desktop display ads (1%). It placed the majority (99%) of these ads directly onto sites such as facebook.com, instagram.com and healthcareitnews.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as about.com, espn.com, pressherald.com, verywellmind.com and everdayfamily.com. It spent about $52.4k on digital display ads YTD, a 14% decrease from $61.2k spent in this channel during the same time period of 2021. Full-year spend jumped from $21.4k in 2020 to $112.3k in 2021. 

Sellers-- Tibco's connected intelligence platform appeals to businesses, which it targets through digital display ads. The company started increasing spend in 2021, but YTD spend is lower than the amount it spent during the same time frame of 2021. Tibco does not have a massive marketing budget, so those of you that can offer high-ROI ad space will have more success. Keep in mind that Studer's replacement will shake things up and makes some changes to Tibco's strategy. In the meantime, reach out to Tibco's other marketing DMs to offer ad space. 

Agency & martech readers-- Start readying your pitches so that you can reach out as soon as Tibco finds a new marketing chief. Tibco's PR AOR is Karbo Communications and it has an in-house media team. Be sure to include any B2B or software experience you have in your pitches.