Digital B2B Opps: Veeam Software taps marketing chief amid spend increases (Score 51)
Opportunity: Reach out to this company now because CMO hires are the number one sign of potential agency
appointments.
- Veeam Software named Rick Jackson CMO in July 2022.
- Jackson brings CMO experience from his time leading marketing for Qlik and Rackspace.
- He is now responsible for all global marketing initiatives for the company.
Veeam's target demographic: Businesses that need data protection services
Veeam is likely to:
- Continue increasing ad spend
- Experiment with additional marketing channels
- Assign some marketing duties (creative, digital, PR, & media) to an outside agency
Digital and social insights (digital ad effectiveness, impressions, and performance)
- YTD spend: It spent around $5.3m on digital display ads so far this year, a 66% increase from $3.2m spent in this channel during the same time period of 2021.
- YTD data: 687.2m impressions via Facebook (52%), Instagram (46%), and desktop display (1%).
- Last year: Full-year spend increased by 37% from $4.3m in 2020 to $5.9m in 2021.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, ndtv.com, and cars.com. It placed 1% indirectly through Google AdX+AdSense onto sites such as fandom.com, quora.com, espn.com, signupgenius.com, and drudgereport.com.
Agency insights:
- Veeam does not currently work with any agencies to the best of my knowledge.
Resources: digital spend insights estimated by Pathmatics.
