Digital B2B Opps: Pure Storage brings in new top marketer (Score 49)
Sales lead: This hire will likely lead to spend shifts & agency appointments. .png)
- Pure Storage (PS) named Lynn Lucas CMO, effective December 2023.
- Lucas most recently served as CMO of Cohesity.
- In her new role, Lucas is responsible for the global marketing strategy.
Target demographic: Businesses that need cloud storage
The company will likely:
- Continue increasing digital spend
- Try new ad channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PS spent nearly $1.3m on digital display ads YTD, a significant increase from $548.9k spent in this channel during the same time period of 2022.
- YTD data: 164.2m impressions via YouTube (41%), desktop video (26%), Twitter (17%), desktop display (16%), and mobile display (1%).
- 2021-2022 spend: Full-year spend dropped 30% from $1.2m in 2021 to $839.5k in 2022.
- Ad location: It placed 69% of these ads directly onto sites such as youtube.com, twitter.com, yahoo.com, techtarget.com, and marketwatch.com. It placed 31% of these ads through multiple indirect channels onto sites such as sfgate.com, youtube.com, fandom.com, rollingstone.com, and stackoverflow.com.
Additional channel insights
- PS also invests in OOH and print.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- PS does not currently work with any agencies to the best of my knowledge.
Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.
