Digital B2B Opps: Rightworks hires CMO after rebranding (Score 59)
Sales lead: This hire will likely lead to higher ad spend & agency appointments. 
- Rightworks named Monica Sullivan CMO, effective November 2023.
- Sullivan most recently served as CMO of Linnworks.
- She now leads all of Rightworks' marketing operations.
- The company recently rebranded and shortened its name from Right Networks.
Target demographic: Accounting DMs
The company will likely:
- Return to higher ad spending
- Diversify ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Rightworks spent about $71.9k on digital display ads YTD, just 34% of the $211.2k spent in this channel during the same time period of 2022.
- YTD data: 13.3m impressions via Facebook (57%), desktop display 38%), and YouTube (5%).
- 2021-2022 spend: Full-year spend fell by 76% from $869.9k in 2021 to $211.5k in 2022.
- Ad location: It placed 62% of these ads directly onto facebook.com and youtube.com. It placed 38% of these ads through multiple indirect channels onto sites such as playbuzz.com, addictinggames.com, budgettravel.com, foxnews.com, and answers.com.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- We have not confirmed any current agency relationships for Rightworks.
Insight Sources: Digital spend insights estimated by Pathmatics.
