Digital B2B Opps: Cartridge World brings in new CMO to modernize marketing strategy (Score 50)

Sales lead: This hire will likely lead to increased ad spend and agency appointments. 

• Cartridge World (CW) selected Grant Gooley as CMO in December 2023 (**we are still confirming Gooley's email at the time of publication, but will update as we learn more**)
• Gooley spent the past several years leading MyPortal Marketing, which he founded. 
• As CW's CMO, Gooley is tasked with revamping and modernizing its entire marketing strategy. 
• The new strategy will focus on content marketing and social media. 

Target demographic: Businesses that need printers & printing services

The company will likely:

• Significantly increase ad spend
• Invest in new marketing channels
• Seek additional agency partners

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

• YTD spend: CW spent just $2.1k on digital display ads YTD, up 31% from $1.6k spent in this channel during the same time period of 2022. 
• YTD data: 218.7k impressions via mobile display (55%), desktop display (44%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend equaled $1.9k in 2021 and $1.6k in 2022. 
• Ad location: It placed 100% of these ads directly onto greenvillejournal.com and youtube.com. 

Agency analysis:

• Opportunity: Contact the recently hired CMO now to offer creative, media, digital, and social assistance. 
• Current roster:
  • Fishman: PR

Insight Sources: Digital spend insights estimated by Pathmatics.