Digital B2B Opps: Brex brings in new marketing chief (Score 49)
Sales lead: This hire will directly impact the company's marketing strategy & agency roster. .png)
- Brex hired Scott Holden as CMO in August 2023.
- Holden previously served as ThoughtSpot's CMO.
- At ThoughSpot, Holden was responsible for demand generation, growth, sales enablement, communications, and PR.
Target demographic: Businesses that need financial services
The company will likely:
- Increase digital ad spend
- Try new ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Brex spent approximately $385.9k on digital display ads YTD, a 33% decrease from $576.5k spent in this channel during the same time period of 2022.
- YTD data: 45.7m impressions via Facebook (32%), desktop display (23%), mobile display (19%), Twitter (14%), Instagram (8%), and desktop video (4%).
- 2021-2022 spend: Full-year spend plummeted from $4.3m in 2021 to $838.5k in 2022.
- Ad location: It placed 96% of these ads directly onto sites such as facebook.com, wired.com, twitter.com, bloomberg.com, and instagram.com. It placed 4% of these ads indirectly through Telaria and AdThrive onto sites such as yahoo.com, news.yahoo.com, pch.com, latimes.com, and msn.com.
Additional channel insights
- Top podcasts sponsored: The Economist Podcasts, Today, Explained, Hidden Killers With Tony Brueski | Breaking News & Commentary, and The Indicator.
Agency analysis:
- Opportunity: Start reaching out to the new CMO now to be top-of-mind.
- Current roster:
- B-Reel: (media)
Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
