B2B Opps: SentinelOne taps new CMO amid slew of hires, surpasses FY 2022 digital spend (Score 70)

Sales Lead: In April 2023, SentinelOne selected Sally Jenkins as its new CMO.

• Jenkins now handles SentinelOne's marketing strategy planning, development, and global execution.
• She joined from Elastic, where as CMO, she reportedly transformed the company's marketing strategy, positioning, and vision and supported Elastic's evolving needs.
  • Jenkins is credited with having contributed to a 300% revenue during her tenure at Elastic.
• At SentinelOne, Jenkins succeeds Daniel Bernard, who stepped down as SentinelOne's CMO in January 2023.
  • He is now the chief business officer at CrowdStrike.
• The company will likely:
  • Implement strategy shifts
  • Keep hiring additional marketers
  • Continue increasing digital spend
  • Conduct agency reviews
• Target demographic: 
  • Business DMs

Additional recent leadership shifts:

• SentinelOne also recently hired digital marketing director Paul Cesar (July 2022), lifecycle marketing director Felicia Bermudez Haggarty (September 2022), product marketing VP Bryan Gale (November 2022), and communications and PR AVP Karen Master (April 2023).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: SentinelOne hasn't utilized national TV since allocating around $23.4k in 2022.
  • Last year: It had allocated much more, around $765.8k, in 2021.
  • 2022 ad programming: SentinelOne's 2022 commercials aired during shows such as Mad Money, CNBC Special, CNBC Special: Inflation and Your Money, CNBC Special: Main Street $$$$, and CNBC Special: Crypto Night in America.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent roughly $535.1k on digital ads YTD, already 49% more than the roughly $359.3k spent in all of 2022.
  • YTD data: So far this year, SentinelOne has earned ~36.5m digital impressions via desktop display (77%), Facebook (8%), Twitter (6%), mobile display (4%), Instagram (35%), and YouTube (2%) ads.
    • The company has placed most of this year's desktop display ads site direct onto destinations such as speedtest.net (26%), engadget.com, vanityfair.com, wired.com, and newyorker.com.
  • Last year: SentinelOne spent approximately $359.3k in 2022, 23% less than the approximately $467.4k spent in 2021.

Additional agency insights:

• Opportunity: Get on Jenkins's radar soon in case agency reviews follow her hire.
• Current agency roster:
  • No current agency relationships yet confirmed

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.