Digital B2B Opps: Acronis loses CMO, promotes CEO (Score 35)
Sales lead: Keep an eye on this company because these DM shifts will affect its marketing strategy. .png)
- Acronis lost its CMO, Michael Callahan, in October 2023.
- Callahan is now the CMO of Salt Security.
- We will be sure to update you as soon as a replacement is announced.
In other news:
- The company recently promoted Ezequiel Steiner to CEO.
- Steiner spent the past four years as Acronis's president.
Target demographic: Businesses that need data protection & cyber security services
Once it hires a new CMO, the company will likely:
- Return to higher ad spending
- Try new ad channels
- Seek agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Acronis spent about $762.1k on digital display ads YTD, down 52% from $1.6m spent in this channel during the same time period of 2022.
- YTD data: 149.3m impressions via desktop display (75%), Facebook (15%), mobile display (8%), and Instagram (1%).
- 2021-2022 spend: Full-year spend increased by 21% from $1.4m in 2021 to $1.7m in 2022.
- Ad location: It placed 78% of these ads directly onto sites such as rediff.com, facebook.com, msn.com, anandabazar.com, and mathrubhumi.com. It placed 22% of these ads through multiple indirect channels onto sites such as msn.com, zone.msn.com, si.com, sourceforge.net, and sheknows.com.
Agency analysis:
- Opportunity: Start working on your pitches so that you can reach out as soon as Acronis names a new CMO.
- Acronis does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
