B2B Opps: Khoros taps new CMO to lead next phase of growth (Score 64)

Sales Lead: Khoros selected Lindsay Sanchez as its CMO in April 2023 to fuel its next phase of innovation and focus.

• Sanchez joined from Citrix, where she served as the VP of Americas marketing and the acting VP of digital sales.
• Now, she will focus on defining Khoros's strategy and leading the team that develops and executes plans to acquire, retain, and grow customer count.
• Sanches succeeds Dillon Nugent, who parted ways with Khoros in April 2023 after having served as its CMO for less than a year.
• Reportedly, Khoros's strategy shifts have mostly centered around solidifying its position as a leader in digital-first customer engagement.
• The company will likely:
  • Implement additional strategy shifts
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Business DMs

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

• ​​​​​​​The past year's leadership appointments have also included the hires of senior brand marketing director Jennifer Frayer (June 2022) and senior product marketing director Wendy Mikkelsen (October 2022).

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Khoros has spent approximately $600 on digital ads, a huge decrease from the approximately $107.2k spent by this point last year.
  • YTD data: The company has earned around 218.7k digital impressions YTD via desktop display ads placed via Google AdX + AdSense onto easybib.com.
  • Last year: In 2023, Khoros spent roughly $107.2k on this channel, almost exponentially more than the roughly $11.3m spent in 2021.
• Additional channel insights  
  • The company utilizes Facebook and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: Get on Sanchez's radar soon in case the company seeks new agency partners following her hire.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.