B2B Opps: Lacework taps first CMO to bolster growth (Score 81)

Sales Lead: In November 2022, Lacework named Meagen Eisenberg as its first-ever CMO to fuel its next phase of rapid growth.

• Eisenberg specializes in demand generation, marketing operations, marketing automation, and field marketing strategy and execution.
• She serves as an advisor to companies such as Redpanda Data, Loom, SumoLogic, and Styra.
• Lacework also landed a venture (series unknown) funding round in February 2022 that raised an undisclosed sum.
• The company will likely:
  • Continue increasing spend
  • Seek new agency partners
• Target demographic: 
  • Businesses

​​​​​​​Additional recent leadership shifts:

• Lacework also appointed product marketing director Aditi Mukherjee in March 2022 and senior director and head of events Kristin Horstman in April 2022.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Lacework has spent roughly $1.7k on digital ads, 6% more than the roughly $1.6k spent in 2021.
  • YTD data: The company has earned around 157k digital impressions YTD via desktop display (65%) and mobile display (35%) ads placed site direct onto darkreading.com.
  • Last year: In 2021, Lacework spent roughly $1.6k on this channel, a huge decrease from the roughly $11.1k spent in 2020.
• Additional channel insights  
  • The company utilizes experiential activations such as events.

Additional agency insights:

• Opportunity: Newly hired CMOs often conduct agency reviews, so get in touch sooner rather than later to get on Eisenberg's radar.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

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