Digital B2B Opps: Appian hires CMO amid spend increase (Score 49)

Sales lead: Reach out to the new CMO for more information. 

• Appian named Randy Guard CMO, effective September 2023.
• Guard joins from Spreedly, where he served as chief marketing & product officer.
• He is responsible for all global marketing duties.

Target demographic: Businesses that need process automation software

The company will likely:

• Outsource some marketing duties to agency partners
• Continue increasing digital spend
• Try additional ad channels

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Appian spent nearly $479k on digital display ads YTD, up 31% from $364.7k spent in this channel during the same time period of 2022. 
• YTD data: 73.5m impressions via Facebook (99%) and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 3% from $418.4k in 2021 to $433k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com and wsj.com. It placed 1% of these ads indirectly through AdThrive onto wtop.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency changes. 
  • We have not confirmed any current agency relationships.

Insight Sources: Digital spend insights estimated by Pathmatics.