Digital B2B Opps: Lakeside Software appoints CMO amid spend decreases (Score 58)
Sales lead: Contact the new CMO for more information about her future plans. 
- Lakeside Software (LS) hired Kimberly Kaminski as CMO in September 2023.
- Kaminski most recently served as CMO of NS1.
- She now leads all of LS's marketing operations.
Target demographic: Businesses that need digital workplace assistance
The company will likely:
- Significantly increase digital spend
- Experiment with new ad channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: LS spent just $200 on digital display ads YTD.
- 2021-2022 spend: Full-year spend fell by 69% from $8.9k in 2021 to $2.8k in 2022.
- 2022 data: 570.4k impressions via desktop display (85%) and mobile display (15%).
- 2022 ad location: It placed 65% of these ads directly onto sites such as aol.com, answers.yahoo.com, behindwoods.com, politifact.com, and 123greetings.com. It placed 35% of these ads indirectly through Bidtellect and Google AdX+AdSense onto sites such as yahoo.com, slashdot.org, ensoftonic.com, pastebin.com, and recipetineats.com.
Agency analysis:
- Opportunity: The CMO hire may lead to agency appointments.
- LS does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
