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 and 

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