Digital B2B Opps: Sift hires CMO, CEO amid YTD spend increases (Score 61)
Sales lead: These new hires will affect the company's marketing strategy & agency roster. .png)
- Sift appointed Armen Najarian as CMO in April 2023.
- Najarian brings extensive CMO experience having held the top marketing position at ThreatMetrix, Agari, and Outseer.
- The company also hired Kris Nagel as CEO in December 2022.
- Nagel most recently served as COO of Ping Identity.
Target demographic: Businesses that need digital security & payment protection services
The company will likely:
- Keep increasing digital spend
- Invest in new marketing channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Sift spent approximately $69.9k on digital display ads YTD, a 93% increase from $36.3k spent in this channel during the same time period of 2022.
- YTD data: 8.6m impressions via Facebook (89%) and desktop display (11%).
- 2021-2022 spend: Full-year spend fell 19% from $244.1k in 2021 to $198.2k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, nhl.com, bostonglobe.com, mentalfloss.com, and boston.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Sift does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
