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:
  • Code & Theory: Creative AOR
  • Wavemaker: Media agency partner

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