Digital B2B Opps: F5's top marketer departs amid spend increases (Score 32)

Sales lead: A CMO hire will affect the company's ad spend & agency roster. 

• F5 lost its top marketer, Mika Yamamoto, in November 2023.
• Yamamoto joined the company as chief customer engagement and marketing officer om 2019.
• She is now chief customer and marketing officer of Freshworks. 
• We will be sure to update you as soon as F5 names a replacement.

Target demographic: Businesses 

Once it hires a new CMO, the company will likely:

• Continue increasing digital spend
• Try new ad channels
• Build out agency roster

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

• YTD spend: F5 spent about $618.4k on digital display ads YTD, up 73% from $357.7k spent in this channel during the same time period of 2022. 
• YTD data: 256.7m impressions via mobile display (75%), desktop display (14%), YouTube (8%), and desktop video (3%).  
• 2021-2022 spend: Full-year spend jumped by 42% from $252.2k in 2021 to $357.7k in 2022. 
• Ad location: It placed 78% of these ads through multiple indirect channels onto sites such as youtube.com, weather.com, football.fantasysports.yahoo.com, yahoo.com, and accuweather.com. It placed 22% of these ads directly onto sites such as mocospace.com, yahoo.com, weather.com, currently.att.yahoo.com, and pch.com. 

Agency analysis:

• Opportunity: Start working on your pitches so that you can reach out as soon as F5 names a replacement. 
• Current roster:
  • WE Communications: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.