Digital B2B Opps: Ribbon Communications names CMO amid spend declines (Score 49)

Sales lead: Contact the new CMO now to be top-of-mind. 

• Ribbon Communications hired Joni Roberts as CMO, effective June 2023.
• Roberts joins from RAD, where she served as the NA sales & business development VP. 
• She is now responsible for Ribbon's global marketing strategy, organization, and investor relations. 

Target demographic: Businesses that need networking solutions

The company will likely:

• Ramp digital spend back up
• Experiment with additional ad channels
• Seek agency assistance

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

• YTD spend: Ribbon spent about $766 on digital display ads YTD, down from $2.5k spent in this channel during the same time period of 2022. 
• YTD data: 314.1k impressions via programmatic (91%) and direct (9%). 
• 2021-2022 spend: Full-year spend fell 51% from $7.1k in 2021 to $3.5k in 2022. 
• Ad location: It placed ads onto sites such as info.com, motorbiscuit.com, pricecharting.com, theverge.com, and timeout.com.

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency hires. 
  • We have not confirmed any current agency relationships for this company.

Insight Sources: Digital spend insights estimated by Adbeat.