Digital B2B Opps: Pluralsight promotes top marketer (Score 50)

Sales lead: This appointment will affect the company's ad spend & agency roster. 

• Pluralsight recently named Lisa Luscap CMO.
• Luscap joined the company as digital marketing & self-service VP earlier this year.
• She then took over as interim CMO for a couple of months. 
• As CMO, Luscap will handle demand generation, field marketing, product marketing, and marketing operations. 

Target demographic: Businesses that need workforce software

The company will likely:

• Keep ramping up digital spend
• Diversify ad placement
• Build out agency roster

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

• YTD spend: Pluralsight spent about $3.1m on digital display ads YTD, up 82% from $1.7m spent in this channel during the same time period of 2022. 
• YTD data: 544m impressions via Facebook (49%), Twitter (21%), Instagram (16%), desktop display (7%), and YouTube (6%). 
• 2021-2022 spend: Full-year spend increased by 50% from $1.2m in 2021 to $1.8m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, twitter.com, instagram.com, youtube.com, and marketwatch.com. It placed 2% of these ads indirectly through Google AdX+AdSense onto sites such as stackexchange.com, stackoverflow.com, superuser.com, youtube.com, and askubuntu.com. 

Additional channel insights  

• Vivvix: Pluralsight also invests in OOH. 
• Top podcasts sponsored: The Jordan Harbinger Show, NBC Nightly News with Lester Holt, The Stack Overflow Podcast, "YOUR Welcome" with Michael Malice, and Reasonable Doubt. 

Agency Analysis:

• Opportunity: Contact the new CMO now to be top-of-mind.
• Current roster:
  • Matter: PR AOR