Digital B2B Opps: Marqeta appoints marketing chief (Score 58)
Sales lead: This hire signals opportunities for both sellers & agency readers. 
- Marqeta hired Karna Crawford as CMO, effective June 2023.
- Crawford joins from Ford Motor Company, where she served as US marketing head.
- At Marqeta, Crawford will lead brand strategy, demand generation, product marketing, & communications.
Target demographic: Businesses that need payment
The company will likely:
- Significantly increase ad spend
- Diversify ad placement
- Outsource some marketing duties to agencies
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Marqeta spent about $3.5k on digital display ads YTD after not using the channel during the same time period of 2022.
- YTD data: 269.4k impressions via mobile display (80%) and desktop display (20%).
- 2021-2022 spend: Full-year spend totaled $31.3k in 2021.
- It did not utilize the channel in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as topix.com, y8.com, biblegateway.com, and coolmath-games.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Marqeta does not currently have any agency partners to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
