Digital B2B Opps: Equinix hires CMO amid spend increases (Score 49)

Sales lead: Contact the new CMO for more information about his future plans. 

• Equinix hired Adam Berlew as CMO in September 2023.
• Berlew joins from Atlassian, where he served as head of global digital, enterprise, economy, and platform marketing. 
• This is his second stint with Equinix, having served as global marketing VP from 2012 to 2015. 
• As CMO, Berlew is tasked with implementing a marketing strategy to increase revenue and drive customer acquisition. 

Target demographic: Businesses 

The company will likely:

• Review the current agency roster
• Keep increasing ad spend
• Experiment with new ad channels

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

• YTD spend: Equinix spent about $348.7k on digital display ads YTD, a 47% increase from $236.6k spent in this channel during the same time period of 2022. 
• YTD data: 66.4m impressions via desktop display (88%), Facebook (6%), mobile display (5%), and YouTube (1%).
• 2021-2022 spend: Full-year spend jumped from $265.3k in 2021 to $637k in 2022. 
• Ad location: It placed 60% of these ads through multiple indirect channels onto sites such as politico.com, yahoo.com, ew.com, rollingstone.com, and washingtonpost.com. It placed 40% of these ads directly onto sites such as facebook.com, cio.com, yahoo.com, washingtonpost.com, and theathletic.com. 

Additional channel insights  

• Top podcasts sponsored: Marketplace, The Full Feed - All of the Packet Pushers Podcasts, Episode Archive - Packet Pushers, and TechCrunch Startup News. 

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind.
• Current roster:
  • Addis Group: creative
  • Karbo Communications: PR