Digital B2B Opps: Certinia rebrands, hires CMO (Score 52)
Sales lead: Get in touch to help this company promote its new name. 
- Certinia, formerly known as FinancialForce, hired Rick Caccia as CMO in May 2023.
- Caccia most recently served as CMO of Palo Alto Networks.
- He is now responsible for brand, creative, demand generation, global communications, digital, and product marketing.
- The company changed its name earlier this month.
Target demographic: Businesses that need customer success management, financial planning, & accounting services
The company will likely:
- Significantly increase digital ad spend
- Launch an ad campaign to promote the rebrand
- Seek additional agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance
- YTD spend: Certinia has not allocated any budget toward digital display ads so far this year.
- 2021-2022 spend: Full-year spend fell by 23% from $29.1k in 2021 to $22.5k in 2022.
- 2022 data: 4.8m impressions via desktop display.
- Ad location: It placed 96% of these ads directly onto sites such as youtube.com, beeradvocate.com, wordfind.com, pcworld.com, and nydailynews.com. It placed 4% of these ads indirectly through Google AdX+AdSense onto sites such as budgettravel.com, beeradvocate.com, spanishdict.com, crooksandliars.com, and getauto.com.
Agency analysis:
- Opportunity: Start reaching out to the new CMO now to be top-of-mind.
- Current roster:
- FINN Partners: PR
Insight Sources: Digital spend insights estimated by Pathmatics.
