B2B Opps: Showpad taps new CMO (Score 55)

Sales Lead: In February 2023, Jon Borgese became the CMO at Showpad.

• Borgese joined from Front, where he was the marketing frontman (global marketing SVP).
• He seems to be Showpad's first CMO since Theresa O'Neil's departure in November 2019.
• The company will likely:
  • Shift strategy
  • Return to higher spend
  • Seek new agency partners
• Target demographic: 
  • Business DMs

Additional recent leadership shifts:

• The past year's hires also include Melissa Holdgate, who joined Showpad in September 2022 as its global partner marketing manager.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Showpad has spent approximately $1.3k on digital ads, a significant decrease from the approximately $83.4k spent by this point in 2022.
  • YTD data: The company has earned around 172.7k digital impressions YTD via Facebook ads.
  • Last year: In 2022, Showpad spent roughly $120.1k on digital ads, another significant decrease from the roughly $656.5k spent in 2021. 
• ​​​​​​​​​​​​​Additional channel insights  
  • The company invests in experiential events such as the Showfest, as you can tell by the video above.

Additional agency insights:

• Opportunity: Since agency reviews often follow CMO hires, reach out soon to get on Borgese's radar.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.