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B2B Media Opps: Carbonite taps interim CMO post-acquisition (Score 52)

Online backup service company Carbonite named Tracey Mustacchio its interim CMO in November. Mustacchio comes from Nuance Communications, where she served as chief product officer and marketing SVP, so she has a proven track record of success in technology-focused B2B industries. Since the hire, Carbonite was acquired by OpenText; we will likely see shifts in marketing strategy and/or agency relationships under all this new leadership.

According to iSpot approximations, Carbonite hasn't allocated budget toward national TV commercials since it spent around $986,469 in 2015. It may return to this channel under a permanent CMO, once one is found, but OpenText also doesn't use this channel. Thus, the acquisition probably won't affect the company's TV spending.

Adbeat estimates that Carbonite's digital display ad spend has also drastically decreased; it only spent roughly $44,400 in 2019, compared to roughly $263,600 in 2018. The majority of the company's 2019 ads were placed site direct ($28,600) on sites such as computerworld.com ($18,500), cio.com, crn.com, networkworld.com and infoworld.com.

Keep in mind that Carbonite spends the most highly during Q4 and Q1, per Kantar. Those with B2B expertise will have an advantage; the company's target segments are healthcare, schools and governments. Kantar also suggests that Carbonite additionally uses search, print and radio. In 2019, its latest earnings call detailed that it launched Endpoint 360. Its Q2 ales and marketing expense was $35.7 million or 26.4% of revenue, compared to 26.6% of revenue in Q2 2018.

Agency & martech readers - the company well may switch agencies after it names a permanent CMO, so reach out soon to be top-of-mind. Your competition will include Weber Shandwick