Digital B2B Opps: 8x8 hires marketing chief amid YTD spend increases (Score 49)

Sales lead: This hire will affect the company's ad spend & agency roster. 

• 8x8 hired Bruno Bertini as CMO, effective September 2023.
• He is responsible for creating and implementing a global marketing strategy. 
• Bertini most recently served as global VP of demand generation & growth marketing at Freshworks.

Target demographic: Businesses that need video, chat, & other communications services

The company will likely:

• Significantly increase digital ad spend
• Diversify ad placement
• Outsource some marketing duties to agency partners

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

• YTD spend: 8x8 spent about $39.5k on digital display ads YTD, a significant increase from $10.9k spent in this channel during the same time period of 2022. 
• YTD data: 2.8m impressions via desktop display. 
• 2021-2022 spend: Full-year spend fell from $51k in 2021 to $10.9k in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as politico.com, slideshare.net, nytimes.com, latimes.com, and curbed.com. It placed 5% of these ads indirectly through Google AdX+AdSense and an unknown channel onto slideshare.net and nytimes.com. 

Agency analysis:

• Opportunity: Reach out to the new CMO now to secure top priority.
• Current roster:
  • InkHouse: PR

Insight Sources: Digital spend insights estimated by Pathmatics.