Digital B2B Opps: Nintex appoints CMO amid spend increases (Score 50)
Sales lead: This hire may lead to spend shifts & agency appointments.
- Nintex named Mini Peiris CMO in October 2023.
- Peiris most recently served as CMO of Doma.
- In her new role, she is tasked with leading demand generation, building awareness, and overseeing customer/partner engagement.
Target demographic: Businesses that need process automation services
The company will likely:
- Keep increasing ad spend
- Diversify ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Nintex spent about $29.6k on digital display ads YTD, a significant increase from $1.5k spent in this channel during the same time period of 2022.
- YTD data: 5.8m impressions via desktop display (65%) and Facebook (35%).
- 2021-2022 spend: Full-year spend fell from $68k in 2021 to $5k in 2022.
- Ad location: It placed 69% of these ads directly onto sites such as facebook.com, investing.com, zillow.com, youtube.com, and healthline.com. It placed 31% of these ads indirectly through Google AdX+AdSense onto sites such as ebay.com, omaha.com, and meetup.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Nintex does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
