B2B CMOs on the Move: June 2024

June 4, 2024

CMOs tend to hop from one company to another more frequently than their peers in other top executive roles. It’s like they’re on a never-ending quest for new challenges and learning opportunities. By moving around, they get to dip their toes in different industries, collaborate with various teams, and beef up their skill sets. But here’s the kicker: the secret sauce to a CMO’s success isn’t just about their marketing prowess; it’s also about finding a company where they truly fit in. If the values don’t align, or if the work environment and leadership style clash with their own, it’s only a matter of time before they start looking for the next adventure. And let’s not forget, as the marketing world keeps spinning, the bar for these leaders keeps rising. It’s a constant game of adaptation and growth.


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While each brand below welcomes a new marketing executive to the team, there are many other similarities, too. From banger digital display budgets to agency reviews and consumer shifts, there’s much to be deduced when you hear about new CMOs hired.

1)  Qualtrics

Qualtrics, an experience management company, appointed Lynn Girotto as CMO, effective May 2024. Girotto joins from Vimeo where she held the same title and is now responsible for global marketing efforts including brand, communications, demand generation, and product marketing. Connect with Girotto to discuss upcoming marketing initiatives.

Target demographic: Businesses that need customer & employee management services

Qualtrics will likely:

  • Keep increasing digital spending.
  • Experiment with additional marketing channels.
  • Outsource some marketing duties to agency partners.

Digital and social insights

  • YTD spend: Qualtrics spent almost $1.3m on digital display ads YTD, a huge increase from $151.8k spent in this channel during the same period of 2023.
  • YTD data: 160.3m impressions via Direct (99%) and Google AdX+AdSense (1%).
  • 2022-2023 spend: Full-year spending increased slightly from $693.6k in 2022 to $716.7k in 2023.
  • Ad location: LinkedIn, politico.com, YouTube, and Facebook.

Agency analysis: Girotto may decide to outsource some of her new duties, so get in touch now to be top-of-mind.

2)  Axonius

Axonius, a cybersecurity asset management platform, hired Joe Diamond as CMO, effective May 2024. Diamond most recently served as global demand marketing VP of Okta and is now responsible for all global marketing initiatives. The company launched in 2017, so it is likely still building initial awareness.

Target demographic: Organizations that need digital infrastructure servicesAxonius will likely:

  • Return to 2022 spending levels.
  • Invest in new marketing channels.
  • Outsource some marketing responsibilities to agencies.

Digital and social insights

  • YTD spend: Axonius spent around $269.3k on digital display ads YTD, more than double the $126.1k spent in this channel during the same period of 2023.
  • YTD data: 41.5m impressions via Direct (97%) and Google AdX+AdSense (3%).
  • 2022-2023 spend: Full-year spending plummeted from $11.7m in 2022 to $489.2k in 2023.
  • Ad location: LinkedIn, YouTube, rollingstone.com, msn.com, and deadline.com.

Agency analysis: Contact Diamond now to discuss what services the company may need.

 

3)  Duck Creek Technologies

Duck Creek Technologies, a property and casualty insurance software, appointed Bindu Crandall as CMO in May 2024. Crandall most recently served as CMO of Navisite and will lead strategic marketing and branding to drive global growth at Duck Creek. Reach out soon to discuss new opportunities.

Target demographic: Insurance companies

Duck Creek Technologies will likely:

  • Significantly increase marketing spend.
  • Try new marketing channels.
  • Seek agency assistance.

Digital and social insights

  • YTD spend: DCT has not placed any digital ads this year.
  • 2022-2023 spend: Full-year spending fell from $4.8k in 2022 to $331 in 2023.
  • 2022 data: 693.8k impressions via Programmatic.
  • Ad location: insurancebusinessmag.com, pch.com, daily-choices.com, wallpaperflare.com, and sto.cx.

Agency analysis: Get in touch with Crandall now to be top-of-mind.

4)  Liongard

IT software Liongard appointed Stephanie Weagle as CMO in May 2024. Weagle joins from Atakama where she held the same title and will lead marketing strategy, lifecycle marketing, demand generation, and events. Contact the new CMO now to secure top priority.

Target demographic: Businesses that need attack surface management services

Liongard will likely:

  • Increase ad spend.
  • Explore new marketing channels.
  • Seek agency assistance.
Digital and social insights

  • YTD spend: Liongard spent about $1.8k on digital display ads YTD, a slight 10% decrease from $2k spent in this channel during the same period of 2023.
  • YTD data: 690k impressions via Programmatic (82%) and Direct (19%).
  • 2022-2023 spend: Full-year spend dropped from $7.5k in 2022 to $2k in 2023.
  • Ad location: stylecaster.com, ultrasurfing.com, espncricinfo.com, horoscope.com, and aonprd.com.

Agency analysis: CMO hires are the number one sign of upcoming agency appointments.

5) Temporal Technologies

Get in touch to help this company, which launched in 2019, build initial awareness.

Temporal Technologies, an open source durable execution system, hired Clair Byrd as CMO, effective May 2024. Byrd most recently served as CMO of Sauce Labs and now leads all of Temporal Technologies’ marketing operations.

Additional hires:

  • Brandon Moorer joined as digital marketing manager in January 2024.
  • Irina Belova joined as product marketing manager in August 2023.
  • Meagan Speare joined as senior product marketing manager in August 2023.

Target demographic: Businesses

Temporal Technologies will likely:

  • Significantly increase its marketing investment.
  • Experiment with new ad channels.
  • Seek agency assistance.

Digital and social insights

  • YTD spend: TT has not allocated any budget toward digital display ads so far this year.
  • 2023 spend: It spent roughly $1.5k in this channel during 2023.
  • 2023 data: 600.2k impressions via Programmatic (59%), Ad Network (39%), and Direct (2%).
  • Ad location: foxnews.com, merriam-webster.com, cnn.com, finance.yahoo.com, and zillow.com.

Agency analysis: The Winmo team reaching out with PR services at first.

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