B2B Opps: Ellucian taps new CMO (Score 66)

Ellucian selected Susan Morrow as its new CMO, effective May 2022. Susan Morrow joined from Salesforce, where she served as GM for the company's education cloud business. At Ellucian, Morrow's responsibilities include all aspects of global marketing organization including brand marketing, global campaigns and demand generation, events, field marketing, solutions marketing and marketing operations. She succeeds Sharon Loeb, who departed in September 2021 after having been named CMO in May 2020. 

Morrow isn't the only marketer to join Ellucian's team this year. Over the past several months, the company has also hired field marketing manager Kristen Pentland (November 2021), global campaigns marketing manager Shay Etches (February 2022) and field marketing specialist Zachary Frazier (March 2022).

According to Pathmatics, Ellucian has allocated approximately $200 toward digital ads YTD, down 33% from the approximately $300 it had allocated by this point last year. The company spent around $3.5k on this channel in 2021 after not having invested in it in 2020. So far this year, Ellucian has earned roughly 18.8k digital impressions via desktop display (54%) and mobile display (46%) ads placed site direct onto universitybusiness.com.

Of course, CMO hires often lead to strategy shifts that could result in higher ad spend. Sellers able to offer high-ROI B2B strategies will have an advantage when securing ad dollars. Specifically, Ellucian targets higher education institutions in need of information software.

Agency & martech readers - Newly hired CMOs also often conduct agency reviews; contact sooner rather than later to see what, if any, work you can secure.