Digital B2B Opps: Airbase appoints marketing leader amid YTD spend decreases (Score 59)
Sales lead: This hire may lead to spend shifts and agency hires. 
- Airbase named Michael Freeman marketing VP in February 2023.
- Freeman joins from Skilljar, where he held the same position.
- He is now responsible for Airbase's marketing operations.
Airbase's target demographic: Businesses that need accounting services
The company will likely:
- Outsource some marketing duties to agency partners
- Increase digital ad spend
- Invest in additional marketing channels
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Airbase spent about $2.9k on digital display ads YTD, just 22% of the $26.5k spent in this channel during the same time period of 2022.
- YTD data: 399.2k impressions via Facebook (60%) and Instagram (40%).
- 2021-2022 spend: Full-year spend jumped by 29% from $98.7k in 2021 to $127.5k in 2022.
- Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com.
Agency analysis:
- Opportunity: Reach out to the new marketing VP to see if you can pick up some of Airbase's business.
- We have not confirmed any agency relationships for this company.
- I recommend offering PR/communication services first.
Insight Sources: Digital spend insights estimated by Pathmatics.
