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,,,, and It placed 1% indirectly through Google AdX+AdSense onto sites such as,,,, and 

Agency insights:

  • Veeam does not currently work with any agencies to the best of my knowledge. 

Resources: digital spend insights estimated by Pathmatics