Digital B2B Opps: Fastly hires CMO amid spend declines (Score 49)
Sales lead: This hire will impact the company's marketing strategy & may lead to agency appointments. .png)
- Fastly hired Peter Alexander as CMO in July 2023.
- Alexander brings extensive CMO experience from his time at Mobileum, Harmonic, and most recently, Check Point Software Technologies.
- He is now responsible for all of Fastly's marketing operations.
Target demographic: Businesses that need cloud services
The company will likely:
- Return to higher spending levels
- Try new ad channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Fastly spent just $300 on digital display ads YTD, a huge decrease from $129k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend plummeted from $1.1m in 2021 to $333.7k in 2022.
- 2022 data: 22.9m impressions via desktop display (73%), Twitter (11%), mobile display (7%), desktop video (7%), and Facebook (1%).
- Ad location: It placed 99% of these ads directly onto sites such as infoworld.com, networkworld.com, twitter.com, techtarget.com, and youtube.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as ebay.com, xda-developers.com, usatoday.com, theguardian.com, and msn.com.
Agency analysis:
- Opportunity: CMO hires commonly precede agency appointments, so reach out now to be top-of-mind.
- Fastly does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
