Digital B2B Opps: Appen appoints CMO amid spend declines (Score 50)
Sales lead: This hire will affect the company's marketing strategy & agency roster. 
- Appen named Alicia Hale CMO in November 2023.
- Hale most recently served as CMO of Tempo Software
- Hale replaces Fab Dolan, who only held the position for two months.
Target demographic: Businesses
The company will likely:
- Return to higher ad spending
- Try new ad channels
- Seek additional agency assitance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Appen spent around $97.1k on digital display ads YTD, a huge decrease from $1.1m spent in this channel during the same time period of 2022.
- YTD data: 15m impressions via Facebook (84%) and Instagram (16%).
- 2021-2022 spend: Full-year spend skyrocketed from $68.2k in 2021 to $1.1m in 2022.
- Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com.
Agency analysis:
- Opportunity: Contact the new CMO now to be top-of-mind.
- Current roster:
Insight Sources: Digital spend insights estimated by Pathmatics.
