Digital B2B Opps: Tenable names CMO amid spend increases (Score 49)
Sales lead: This hire will affect the company's marketing strategy & may lead to agency appointments. .png)
- Tenable hired Meg O'Leary as CMO, effective October 2023.
- She is responsible for global marketing, brand awareness, messaging, go-to-market strategy, and demand generation.
- O'Leary joins from Cybereason, where she held the same title.
Target demographic: Businesses that need cybersecurity services
The company will likely:
- Continue increasing digital spend
- Try more ad channels
- Seek agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Tenable spent approximately $327.2k on digital display ads YTD, up from $129.5k spent in this channel during the same time period of 2022.
- YTD data: 32m impressions via YouTube (66%), desktop display (28%), Facebook (4%), and mobile display (1%).
- 2021-2022 spend: Full-year spend equaled $150.1k in 2021 and $145.2k in 2022.
- Ad location: It placed 93% of these ads directly onto sites such as youtube.com, informationweek.com, facebook.com, yahoo.com, and flyertalk.com. It placed 7% of these ads through multiple indirect channels onto sites such as yahoo.com, merriam-webster.com, freep.com, marthastewart.com, and masslive.com.
Agency analysis:
- Opportunity: Contact the new CMO now to see if you can pick up some of Tenable's business.
- We have not confirmed any current agency relationships for Tenable.
Insight Sources: Digital spend insights estimated by Pathmatics.
