Digital B2B Opps: Bentley Systems hires CMO amid spend increases (Score 50)

Sales lead: Contact the new CMO now to offer ad space & agency assistance. 

• Bentley Systems (BS) selected Kristin Fallon as its new CMO in September 2023.
• Fallon most recently served as global brand head of GE Healthcare.
• In her previous role, Fallon led corporate brand, thought leadership, storytelling, advertising, and digital. 

Target demographic: Businesses that need infrastructure engineering software

The company will likely:

• Keep increasing digital spend
• Diversify digital ad placement
• Outsource some marketing duties to agency partners

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

• YTD spend: BS spent around $446.5k on digital display ads YTD, a significant increase from $106.1k spent in this channel during the same time period of 2022. 
• YTD data: 67m impressions via Facebook (96%), Instagram (2%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 40% from $83.5k in 2021 to $117k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, thingiverse.com, and newsmax.com. 

Additional channel insights  

• Top podcasts sponsored: The Ramsey Show, America Out Lod Network, The Kyle & Jackie Show, and Drew and Mike Show. 

Agency analysis:

• Opportunity: CMO hires commonly lead to agency appointments, so get in touch now to secure top priority.
  • BS does not currently work with any agencies to the best of my knowledge.