Digital B2B Opps: Coalfire hires CMO amid spend declines (Score 47)
Sales lead: Contact the new CMO now to offer ad space & agency services. .png)
- Coalfire tapped Ashley Hart as CMO in October 2023.
- Hart spent the past year and a half as founder and CMO of Ashley Hart Marketing.
- Prior to that, she was corporate VP of digital marketing & brand at Microsoft.
- In her new role, Hart manages brand, communications, and marketing.
Target demographic: Businesses that need cybersecurity services
The company will likely:
- Significantly increase ad spend
- Try new ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Coalfire has not allocated significant funds toward digital display ads YTD.
- 2021-2022 spend: Full-year spend plummeted from $64.3k in 2021 to $1.3k in 2022.
- 2021 data: 26.5m impressions via desktop display.
- Ad location: It placed 99% of these ads indirectly through The Trade Desk onto sites such as yahoo.com, finance.yahoo.com, mapquest.com, foxnews.com, and ebay.com. It placed 1% of these ads directly onto sites such as yahoo.com, pch.com, news.yahoo.com, and sports.yahoo.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Current roster:
- Lumina: PR
Insight Sources: Digital spend insights estimated by Pathmatics.
