B2B Media Opps: G2 taps first CMO amid surge in Facebook ad spend (Score 64)

Amanda Malko joined G2, the leading B2B services and software review service, as its CMO in April 2021. Previously the head of partner programs and marketing at Mailchimp, Malko seems to be G2's first CMO.

Malko replaces Lauren Decker, G2's former marketing VP of two years, who departed in February, and its former growth marketing manager, Claire Brenner, who departed in December.

So far this year, Pathmatics reports G2 has spent roughly $23.3k on digital ads, over 3x the roughly $7.7k it had spent by this point in 2020. The company's estimated full-year 2020 spend of $102.2k only reached a fraction of that of $4.4m in 2019. It has earned around 3.3m digital impressions YTD via Facebook (97%) and desktop display (3%) ads.

As you can see, the company's digital ad spend is already picking up much faster speed in 2021 after a YOY drop last year. It targets businesses of all kind, and its reliance on Facebook advertising shows that it's particularly targeting Gen-Z business DMs. Thus, G2's new CMO may expand its advertising into other digital channels. 

Agency & martech readers - CMO hires are also the #1 causes of agency reviews, so get in touch soon to see what work you can secure.