Digital B2B Opps: Cohesity loses CMO amid spend declines (Score 32)

Sales lead: These DM shifts will affect the company's marketing strategy. 

• Cohesity recently lost its CMO, Lynn Lucas.
  • Lucas is now the CMO of Pure Storage. 
  • She was responsible for growth, product, corporate, communications, brand, partner, and field marketing.
• Around the same time, Cohesity promoted Amith Nair to marketing SVP.
  • He appears to be the company's top marketer. 
• We will be sure to update you if it hires a new CMO.

Target demographic: Businesses that need data protection services

The company will likely:

• Seek agency assistance
• Shift ad dollars around
• Return to higher ad spending

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

• YTD spend: Cohesity spent about $523.7k on digital display ads YTD, down 34% from $705.6k spent in this channel during the same time period of 2022. 
• YTD data: 123m impressions via desktop display (70%), Twitter (27%), mobile display (2%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend jumped from $277.7k in 2021 to $712.8k in 2022. 
• Ad location: It placed 53% of these ads directly onto sites such as twitter.com, yahoo.com, seattletimes.com, nytimes.com, and slickdeals.net. It placed 47% of these ads through multiple indirect channels onto sites such as seattletimes.com, yahoo.com, cnet.com, slickdeals.net, and fandom.com. 

Agency analysis:

• Opportunity: Get in touch with the new marketing VP to see if he plans on outsourcing any of his duties. 
  • Cohesity does not currently work with any agencies to the best of my knowledge.

Insight Sources: Digital spend insights estimated by Pathmatics.