Plume hires CMO amid spend decreases (Score 50)
Sales lead: Contact the new CMO for more information about her future plans. 
- Plume recently appointed Valerie Buckingham as CMO.
- She joined from Palo Alto Networks, where she served as CMO of its consumer business.
- In her new role, Buckingham is responsible for promoting new products/experiences for households and small businesses.
Target demographic: Gen-X/millennial homeowners & small business owners.
The company will likely:
- Ramp digital spend back up
- Utilize additional marketing channels
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Plume spent just $4.3k on digital display ads YTD, a huge decrease from $877.4k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell 40% from $1.5m in 2021 to $894.5k in 2022.
- 2022 data: 113.6m impressions via Facebook (84%), Instagram (15%), and desktop display (1%).
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and yahoo.com.
Agency analysis:
- Opportunity: I recommend offering creative, media, social, & digital assistance
- Current roster:
Insight Sources: Digital spend insights estimated by Pathmatics.
