Digital B2B Opps: OfficeSpace Software names CEO, CMO (Score 52)
Sales lead: These hires will affect the company's marketing strategy & agency roster. 
- OfficeSpace (OS) hired Heather Larrabee as CMO in April 2023.
- Larrabee joins from FORM, where she held the same position.
- She is responsible for demand generation, brand/product marketing, and communications.
- It also hired Erin Nelson as CEO in the same month.
- Nelson most recently served as CEO of Bonterra.
- She has extensive marketing experience having held the CMO position at SunPower Corporation, Bazaarvoice, and Dell.
Target demographic: Businesses that need workplace management services
The company will likely:
- Significantly increase digital ad spend
- Invest in additional ad channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: OS has not allocated any budget toward digital display ads so far this year.
- 2021-2022 spend: Full-year spend jumped from $7.4k in 2021 to $39.2k in 2022.
- 2022 data: 3.6m impressions via desktop display (87%), mobile display (9%), Facebook (4%), and Instagram (1%).
- Ad location: It placed 99% of these ads directly onto sites such as liveleak.com, realtor.com, ndtv.com, macrumors.com, and suntimes.com. It placed 1% of these ads indirectly through GoogleAdX+AdSense and AppNexus onto sites such as thesaurus.com, starcitygames.com, abc7chicago.com, pch.com, and spin.com.
Agency analysis:
- Opportunity: Contact the new CMO now to be top-of-mind.
- We have not confirmed any current agency relationships.
Insight Source: Digital spend insights estimated by Pathmatics.
