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B2B Media Opps: LogMeIn hires CMO amid surge in digital ad spend (Score 66)

Remote connectivity, collaboration and support provider SalesForce, where as customer adoption, marketing and business development VP she brought cloud software to small and midsize companies for the past decade. In this former role, Domenici is credited with helping to introducing new go-to-market motions. Her hire signals that LogMeIn is becoming more dedicated to marketing efforts, so I expect it will result in continued higher ad spend.

In 2020, Pathmatics estimates the company allocated $7.5m toward digital ads, up 60% from the $4.7m it estimates LogMeIn allocated in 2019. The company earned ~1.5b digital impressions last year thanks to desktop display (73%), Facebook (10%), desktop video (7%), mobile display (5%), Instagram (2%), Twitter (1%) and mobile video (1%) ads. Top site destinations for desktop display ads included yahoo.com, venturebeat.com, businessinsider.com, foxnews.com and fool.com.

Additionally, per Magellan, LogMeIn aired 240 podcast ads within the past year.

The company has historically targeted consumers, but right now, thanks to the global pandemic, it is primarily targeting business leaders in need of tools that can help their employees work remote. LogMeIn's significantly increased digital ad spend and usage of podcast ads reflects a stronger effort to reach millennial business leaders in particular. LogMeIn's leaders hold buying conversations in Q1 and planning conversations in Q2.

Agency & martech readers - Since newly-hired CMOs often seek new agency partners, reach out soon to see what work is available under Domenici's leadership. To the best of our knowledge, LogMeIn has an in-house team, and The Blueshirt Group handles its PR.