Digital B2B Opps: Workday announces CMO appointment (Score 50)

Sales lead: This hire will directly impact the company's marketing spend & agency roster.

• Workday named Emma Chalwin CMO, effective July 17th, 2023.
• She is tasked with handling all marketing operations and boosting customer demand.
• Chalwin joins from Salesforce, where she served as EVP of global field marketing. 

Target demographic: Finance & HR DMs

The company will likely:

• Continue shifting ad dollars from digital to TV
• Experiment with different ad channels
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Workday spent around $23.8m on national TV ads YTD, a huge increase from $3.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 17% from $6m in 2021 to $7m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, Super Bowl LVII Postgame, PGA Tour Golf, College Basketball, and SportsCenter. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Workday spent about $335.6k on digital display ads YTD, just 40% of the $833k spent in this channel during the same time period of 2022. 
• YTD data: 68.7m impressions via desktop display (53%), YouTube (35%), Twitter (10%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 46% from $1.3m in 2021 to $1.9m in 2022. 
• Ad location: It placed 62% of these ads directly onto sites such as youtube.com, twitter.com, hbr.org, bloomberg.com, and msn.com. It placed 48% of these ads through multiple indirect channels onto sites such as zillow.com, washingtonpost.com, mlb.com, espn.com, and cbssports.com. 

Additional channel insights  

• Vivvix: Workday also invests in print and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q4. 
• Top podcasts sponsored: Bloomberg Surveillance. 

Agency analysis:

• Opportunity: CMO hires commonly precede agency reviews, so get in touch now to be top-of-mind.
• Current roster:
  • 215 McCann: creative