Digital B2B Opps: Sitecore hires CMO amid spend declines (Score 49)
Sales lead: This hire will affect the company's marketing strategy & may lead to agency appointments. .png)
- Sitecore appointed Kathie Johnson as CMO, effective November 2023.
- Johnson most recently served as CMO of Talkdesk.
- She is now responsible for all of Sitecore's marketing initiatives.
Target demographic: Businesses that need digital experience software
The company will likely:
- Ramp ad spend back up
- Try new marketing channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Sitecore spent about $7.2k on digital display ads YTD, a huge decrease from $128.8k spent in this channel during the same time period of 2022.
- YTD data: 862.9k impressions via desktop display (97%) and Instagram (3%).
- 2021-2022 spend: Full-year spend fell from $138.9k in 2021 to $128.8k in 2022.
- Ad location: It placed 74% of these ads directly onto sites such as signupgenius.com, crossingbroad.com, runnersworld.com, instagram.com, and footwearnes.com. It placed 26% of these ads through multiple indirect channels onto sites such as slideshare.net, fandom.com, slickdeals.net, businessinsider.com, and starwars.fandom.com.
Agency analysis:
- Opportunity: The CMO hire may lead to agency appointments, so get in touch now to be top-of-mind.
- Sitecore does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
