Digital B2B Opps: Cornerstone OnDemand hires CMO amid YTD spend declines (Score 51)
Sales lead: This hire will affect the company's marketing strategy & agency roster. 
- Cornerstone OnDemand named Bernd Leger CMO, effective April 2023.
- Leger most recently served as CMO of Mimecast.
- He is responsible for field, digital, product, and brand marketing.
Target demographic: Businesses
The company will likely:
- Ramp digital spend back up
- Invest in new ad channels
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Cornerstone spent about $6.2k on digital display ads YTD, just 13% of the $46k spent in this channel during the same time period of 2022.
- YTD data: 630.9k impressions via desktop display (95%) and mobile display (5%).
- 2021-2022 spend: Full-year spend jumped from $39.4k in 2021 to $98.8k in 2022.
- Ad location: It placed 64% of these ads directly onto sites such as techtarget.com and shrm.org. It placed 36% of these ads indirectly through AppNexus and Display & Video 360 onto sites such as medicalnewstoday.com, tumblr.com, msn.com, cleveland.com, and basketball-reference.com.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- Current roster:
Insight Sources: Digital spend insights estimated by Pathmatics.
