ExtraHop's CMO departs amid YTD spend decreases (Score 45)
Sales lead: Keep an eye on this company because CMO hires often lead to spend shifts & agency.png)
hires.
- ExtraHop's CMO, Christine Nurnberger, recently left the company.
- Nurnberger's tenure was short as she joined the company last September.
- We will be sure to update you as soon as a replacement is announced.
Recent hires:
- Alexis Robbins joined as senior product marketing manager in November 2022.
- Julie Brewer joined as global demand generation VP in October 2022.
- Danielle Scherer joined as marketing performance VP in November 2022.
ExtraHop's target demographic: Businesses that need cyber security assistance
Once it hires a new CMO, the company will likely:
- Return to higher ad spending
- Experiment with new ad channels
- Seek agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: ExtraHop has not allocated any budget toward national TV ads so far this year.
- 2021-2022 spend: Full-year spend equaled $342.6k in 2022.
- It did not air any national TV ads during 2021.
- Ad programming: It placed ads during programming such as Cops, Don Lemon Tonight, Cops Reloaded, PGA Tour Golf, and Mornings With Maria Bartiromo.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: ExtraHop spent less than $100 on digital display ads YTD.
- 2021-2022 spend: Full-year spend increased by 6% from $533.7k in 2021 to $567.8k in 2022.
- 2022 data: 53.9m impressions via desktop display (50%), desktop video (22%), Facebook (17%), mobile display (7%), Instagram (2%), and Twitter (1%).
- Ad location: It placed 100% of these ads directly onto sites such as zdnet.com, youtube.com, facebook.com, networkworld.com, and computerworld.com.
Agency analysis:
- Opportunity: Be prepared to reach out as soon as ExtraHop finds a new marketing DM.
- It does not currently work with any agencies to the best of my knowledge.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
