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Digital B2B Opps: Autodesk hires marketing chief amid YTD spend decreases (Score 50)

Sales lead: CMO hires are the number one sign of potential agency reviews. 

• Autodesk tapped Dara Treseder as CMO in September 2022.
• Treseder most recently served as Peloton's VP and global marketing, communications, and membership head. 
• As Autodesk's CMO, Treseder will be responsible for product marketing and demand generation. 
• This is the company's first CMO in five years. 

Autodesk's target demographic: Architecture, media, entertainment, and construction companies 

The company is likely to:

• Review the current agency roster
• Hire additional agency assistance
• Ramp ad spend back up and try new marketing channels

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Autodesk spent nearly $2.8m on digital display ads YTD, a 25% decrease from $3.5m spent in this channel during the same time period of 2021. 
• YTD data: 348.4m impressions via Facebook (61%), desktop video (18%), Instagram (13%), desktop display (5%), mobile display (1%), and Twitter (1%). 
• Last year: Full-year spend equaled $4.9m in 2020 and $5.1m in 2021. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, yahoo.com, and twitter.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, msn.com, ebay.com, whowhatwear.com, and kayak.com. 

Additional channel insights

• Autodesk also invests in print and OOH. 

Agency analysis:

• Opportunity: New CMOs commonly review their company's agency roster, so reach out now. 
• Current roster:
  • Eleven: creative
  • Viewstream: digital
• I recommend offering complimentary services such as PR, media buying/planning, and social media.