Digital B2B Opps: Five9 hires CMO amid spend decreases (Score 49)
Sales lead: Get in touch with the new CMO for more information about her future plans. .png)
- Five9 hired Niki Hall as CMO in October 2023.
- This is her second stint with Five9, having served as marketing VP from 2017 to 2018.
- Hall spent the past three years as Contentsquare's CMO.
- In her new role, Hall is responsible for demand generation, partner marketing, branding, corporate communications, and events.
Target demographic: Businesses that need cloud software for contact centers
The company will likely:
- Increase digital spend
- Try additional marketing channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Five9 spent about $126.1k on digital display ads YTD, down 15% from $148k spent in this channel during the same time period of 2022.
- YTD data: 11.8m impressions via desktop display (50%), mobile display (36%), Twitter (12%), and Facebook (3%).
- 2021-2022 spend: Full-year spend fell from $549.5k in 2021 to $148k in 2022.
- Ad location: It placed 96% of these ads directly onto sites such as wsj.com, forbes.com, twitter.com, and youtube.com. It placed 4% of these ads through multiple indirect channels onto sites such as cnn.com, techwalla.com, forbes.com, huffpost.com, and youtube.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- We have not confirmed any current agency relationships for Five9.
Insight Sources: Digital spend insights estimated by Pathmatics.
