Digital B2B Opps: Okta promotes top marketer (Score 43)

Sales lead: This promotion will affect the company's marketing strategy & agency roster. 

• Okta promoted Kerry Ok to CMO, effective November 2023.
• Ok joined the company in 2021 and was promoted to marketing SVP earlier this year. 
• She is now responsible for demand generation, brand direction, strategic events, and digital.

Target demographic: Businesses 

The company will likely:

• Try new marketing channels
• Review the current agency roster
• Seek additional agency assistance

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

• YTD spend: Okta spent nearly $1.2m on digital display ads YTD, close to the $1.3m spent in this channel during the same time period of 2022. 
• YTD data: 115.3m impressions via YouTube (66%), desktop display (21%). desktop video (7%), Facebook (4%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell 50% from $2.8m in 2021 to $1.4m in 2022. 
• Ad location: It placed 91% of these ads directly onto sites such as youtube.com, facebook.com, cio.com, fandom.com, and imgur.com. It placed 9% of these ads through multiple indirect channels onto sites such as yahoo.com, rollingstone.com, fandom.com, worldtravelling.com, and sailinganarchy.com. 

Additional channel insights  

• Top podcasts sponsored: Planet Money, TechStuff, The Totally Football Show with James Richardson, CyberWire Daily, and DW Deutsch lernen. 

Agency analysis:

• Opportunity: Reach out to the recently promoted CMO now to be top-of-mind. 
• Current roster:
  • InkHouse: PR
  • Response Marketing: creative