B2B Opps: Xerox assigns some marketing duties to new COO amid dwindling spend (Score 79)

Sales Lead: John Bruno joined Xerox as its president and COO, effective November 2022.

  • Bruno's duties will include overseeing the company's marketing.
  • He joined from Storm Ventures, where he served as CEO.
  • The company will likely:
    • Implement strategy shifts
    • Return to heavier ad spend
    • Seek new agency partners
  • Target demographic
    • Businesses

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Xerox has barely spent around $100 on digital ads.
    • YTD data: The company has earned roughly 5.5k digital impressions YTD via Facebook ads (80%) and desktop display ads (20%), the latter of which have been placed site direct onto 3dprint.com.
    • Last year: Xerox spent approximately $29.5k on this channel last year, a huge decrease from the approximately $1.1m spent in 2020.

Additional agency insights:

  • Opportunity: Agency reviews could follow this appointment, especially considering it's only been around a year since Xerox promoted Deena LaMarque Piquion to CMO.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics.​​​​​​​