Digital B2B Opps: LoanPro announces CMO hire (Score 59)

Sales lead: Reach out now to offer ad space & agency assistance. 

• LoanPro named Colton Pond CMO, effective August 2023.
• Pond most recently served as VP and marketing head of Truv.
• In his new role, Pond will serve on the leadership team and handle creative, field marketing, growth, content, and product marketing. 
• He is also tasked with building out LoanPro's marketing team. 

Target demographic: Businesses that need fintech services

The company will likely:

• Ramp up digital ad spend
• Outsource some marketing duties to agencies

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

• YTD spend: LoanPro spent about $1.1k on digital display ads YTD after not allocating significant budget toward the channel during the same time period of 2022. 
• YTD data: 212.4k impressions via programmatic ads. 
• 2021-2022 spend: Full-year spend fell from $1.7k in 2021 to under $200 in 2022. 
• Ad location: It placed 100% of these ads programmatically through Google DV360 onto sites such as sourceforge.net, slashdot.org, and tmonews.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency appointments.
  • LoanPro does not currently work with any agencies to the best of my knowledge. 
  • I recommend offering PR/communications services first. 

Insight Sources: Digital spend insights estimated by Adbeat.