B2B Opps: Extreme Networks hires CMO amid digital spend increases (Score 49)

Sales lead: This hire will likely lead to spend shifts & agency appointments. 

• Extreme Networks (EN) selected Monica Kumar as EVP & CMO in December 2023.
• Kumar joins from Hitachi Vantara, where she held the same role. 
• She now leads all of EN's marketing operations.

Target demographic: Businesses that need cloud networking services

The company will likely:

• Continue increasing digital spend
• Experiment with different ad channels
• Seek agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: EN spent nearly $22.2k on national TV ads YTD, down 17% from $26.9k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $10.3k in 2021 to $26.9k in 2022. 
• Ad programming: It placed ads during programming such as MLB Tonight, MLB Baseball, Quick Pitch, The Pride of the Yankees, and Plays of the Week. 

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

• YTD spend: EN spent approximately $762.5k on digital display ads YTD, an 88% increase from $406k spent in this channel during the same time period of 2022. 
• YTD data: 110.9m impressions via Facebook (90%), desktop display (5%), Instagram (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 22% from $539.3k in 2021 to $418.8k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, patriots.com, instagram.com, mlb.com, and speedtest.net. 

Additional channel insights  

• EN also invests in local broadcast.

Agency analysis:

• Opportunity: Contact the new CMO now to offer assistance. 
  • EN does not currently have any agency partners to the best of my knowledge.