B2B Opps: BlackLine kicks off CMO search (Score 47)

Sales Lead: BlackLine is now in search of a new top marketer since parting ways with Andres Botero.

• Botero, previously BlackLine's chief strategy and marketing officer of almost five years, is now the CMO at Rubrik.
• During his time leading strategy and global marketing at BlackLine, Botero is credited with having more than doubled its APR.
• The company will likely:
  • Need additional marketing assistance in his absence
  • Shift strategy
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Business DMs

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: BlackLine hasn't utilized digital ads since spending around $3.8k in 2022.
  • 2022 data: The company ended up earning roughly 304.6k digital impressions last year via digital display ads placed site direct onto aol.comm.
  • Last year: In 2022, BlackLine's estimated full-year spend skyrocketed to $3.8k from that of merely $600 in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with TikTok and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: A new CMO may seek new agency partners for BlackLine, so get in touch soon to remain top-of-mind.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.