Digital B2B Opps: KnowBe4 brings in new marketing chief as it increases spend (Score 50)

Sales lead: Contact the new CMO now for more information about her future plans. 

• KnowBe4 recently tapped Cindy Zhou as CMO.
• Zhou brings CMO experience from her time at Level Access, LogRhythm, and most recently SecurityScorecard. 
• As KnowBe4's CMO, Zhou is tasked with leading global marketing, PR, and sales development strategy.

Target demographic: Businesses that need cyber security services

The company will likely:

• Continue increasing digital spend
• Try additional marketing channels
• Seek agency partners

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

• YTD spend: KnowBe4 spent approximately $335.7k on digital display ads YTD, a significant increase from $129.6k spent in this channel during the same time period of 2022. 
• YTD data: 22m impressions via desktop display (79%), YouTube (17%), and mobile display (5%). 
• 2021-2022 spend: Full-year spend plummeted from $719k in 2021 to $188k in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as marketwatch.com, wsj.com, youtube.com, community.spiceworks.com, and yahoo.com. It placed 3% of these ads through multiple indirect channels onto sites such as seattletimes.com, politico.com, cbsnews.com, foxnews.com, and thedailybeast.com. 

Additional channel insights  

• Top podcasts sponsored: CyberWire Daily. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency appointments. 
  • We have not confirmed any current agency relationships for this company.