Digital B2B Opps: Sonatype appoints marketing chief amid YTD spend increases (Score 50)
Sales lead: This hire will directly impact the company's marketing strategy. 
- Sonatype hired Megan Lueders as CMO in September 2023.
- Lueders most recently served as CMO of Silicon Labs.
- She is now responsible for customer engagement, brand recognition, growth, and market positioning.
Target demographic: Businesses that need supply chain software
The company will likely:
- Return to 2021 spending levels
- Diversify digital ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Sonatype spent about $84.3k on digital display ads YTD, a significant increase from $1.2k spent in this channel during the same time period of 2022.
- YTD data: 10m impressions via desktop display (99%) and mobile display (1%).
- 2021-2022 spend: Full-year spend plummeted from $132.7k in 2021 to $1.2k in 2022.
- Ad location: It placed 85% of these ads directly onto sites such as techtarget.com, football.fantasysports.yahoo.com, yahoo.com, zillow.com, and oklahoman.com. It placed 15% of these ads through multiple indirect channels onto sites such as yahoo.com, msn.com, zillow.com, worldtravelling.com, and weather.com.
Agency analysis:
- Opportunity: Reach out to the new CMO now to secure top priority.
- Sonatype does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
