B2B Opps: BlackLine taps new top marketer amid significant digital spend increase (Score 64)

Sales Lead: BlackLine promoted Zach Deming to marketing SVP a couple of months ago.

• Deming joined the company in February 2015 and was most recently its corporate and brand marketing VP.
• He seems to have succeeded Andres Botero, BlackLine's former CMO and CSO who departed in June 2023.
• Now, Deming leads BlackLine's global marketing team and led its major organization redesign.
  • His efforts have included building first a product marketing team, later forming a corporate and brand marketing team, and now leading all of the company's marketing strategy.
  • Over the course of his tenure, Deming's accomplishments have included building new B2B relationships, creating and amplifying market-defining categories such as "continuous accounting," unifying global GTM messaging, achieving award-winning content strategy results, and guiding corporate messaging strategy and content production.
    • Specifically, Deming's work with corporate messaging strategy and content production reportedly led an increase of 10-20% in website traffic and 23-30% in pipeline YOY for seven years.
• The company will likely:
  • Implement strategy shifts
  • Continue increasing digital spend
  • Conduct agency reviews
• Target demographic: 
  • ​​​​​​​​​​​​​​Business DMs

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far in 2023, BlackLine has spent roughly $8.4k on digital ads; by this point last year, it had not yet utilized this channel.
  • YTD data: The company has earned around 1.9m digital impressions via desktop display ads placed onto site destinations such as yahoo.com (84%), msn.com, my.juno.com, cnn.com, and accuweather.com.
  • Last year: BlackLine's estimated full-year 2022 spend, $3.8m, skyrocketed from that of $600 in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with TikTok and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: Since hires like these often precede agency reviews, I suggest reaching out sooner rather than later to get on Deming's radar.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.