Campaign: CFO Survey

While it’s still in the early days for digital transformation, CFOs have moved from talk to targeted action.  It’s game on for investing in emerging technologies that will drive business growth and service as a differentiating competitive advantage.

Grant Thornton partnered with CFO Research to survey 378 senior finance executives from companies with revenues between $100M and over $20B and found that it’ all systems go for investing in emerging technologies. Year-over-year, the research revealed that CFOs significantly increased their technology investments over previous year’s levels. 

Campaign Objective:
To convince senior finance execs from Client Program that Grant Thornton has the definitive point of view on how CFOs should navigate disruption in a constantly changing technology landscape.

Target Audience:
Senior Finance Executives (CFOs, VP of Finance, Director of Finance)

Funnel Alignment:
Top, Middle and Bottom

Content Assets:

• Survey Report
• Webcast
• CFO Leadership Forums (4)

Activation Channels:

• Website
• Organic social
• Ecomms

Campaign Performance:

The campaign performed well, with both reach and engagement metrics exceeding benchmarks across all channels.  561 leads were generated of which 10% belonged to Client Program audience (8x goal)

• Lead conversion: 29x goal
• Client Program Engagement: 50% above goal
• Overall Engagement: 45% above goal
• Email opens: 20% above goal (41.72%)

Value to Business:

Sales Impacted: $750,000
Client Program Sales Impacted: $500,000