CFOs are among the most difficult audiences to reach in B2B marketing. Their time is heavily allocated, their inboxes are heavily filtered, and their expectations are firmly rooted in business value. They do not respond to volume-driven campaigns or creative positioning that lacks financial context. To engage a CFO is to engage a decision maker whose job is to say “no” to initiatives that lack proof, discipline, or return.
Marketing to finance executives requires an approach that reflects the structure of their role. The chief financial officer is responsible not only for financial reporting and oversight but for enterprise risk, capital allocation, and long-term forecasting. Every vendor, every initiative, and every line item must support those mandates. If your campaign does not make that connection explicitly and convincingly, it will not pass review.
This article outlines how to market effectively to CFOs, including the messaging frameworks, content formats, and account-based strategies that are most likely to earn attention and drive action.
Understand the CFO’s Priorities
CFOs are not gatekeepers; they are enterprise decision makers. Their influence extends beyond the finance department and into every function with a budget or performance metric. The following themes tend to drive their interest:
- Cost containment and margin improvement
- Forecast accuracy and data reliability
- Enterprise risk, including cyber, regulatory, and operational exposures
- Cash flow and working capital optimization
- Capital investment decisions
- Board and investor communication
Marketers must resist the urge to lead with product capabilities and instead begin with the business challenges the CFO is responsible for addressing. That shift in orientation—from feature to finance—is critical for message resonance.
Build Campaigns Around Business Value, Not Product Detail
CFOs are not interested in how a solution works until they are convinced it delivers value. That value must be articulated in measurable, financial terms. Campaigns should lead with metrics and use cases that connect directly to improved cash flow, reduced labor cost, faster close, better compliance, or enhanced forecasting.
For example, a technology solution that automates reconciliation should not be marketed as “user-friendly” or “intuitive.” Instead, it should be positioned as enabling a three-day reduction in monthly close, freeing up finance capacity and reducing audit risk. The substance of the benefit matters more than its presentation.
Case studies, ROI calculators, and peer benchmarks are all effective tools in CFO campaigns because they support defensible internal discussion and budget justification.
Content That Supports Internal Decision-Making
Finance leaders often serve as the final filter in complex buying decisions. To do this, they must be able to communicate your solution’s value internally, particularly to other executives or board members. Provide them with content that makes this possible.
Useful formats include:
- Analyst reports with third-party validation
- ROI and TCO documentation
- Financial modeling templates
- Case studies with industry-specific outcomes
- One-page board summaries
Avoid marketing language that feels promotional or speculative. CFOs value clarity, credibility, and concise analysis.
Use Account-Based Marketing to Target Finance Executives
At Modern Marketing Partners, we apply Account-Based Marketing (ABM) principles to structure campaigns that speak directly to CFOs and their peers. This includes:
- Identifying and prioritizing high-value accounts with active finance initiatives
- Developing content assets tailored to the CFO’s role and responsibilities
- Coordinating outreach across sales and marketing to ensure message consistency
- Sequencing engagement with awareness, consideration, and validation content stages
You can learn more about our ABM-driven approach on our C-suite marketing services page.
Practical Tactics That Improve CFO Engagement
- Use specific subject lines in email campaigns that reference cost savings, efficiency metrics, or risk reduction
- Host invitation-only finance roundtables or webinars featuring peer speakers or independent analysts
- Leverage finance media and CFO networks for sponsored content or co-branded assets
- Enable sales teams with value messaging built on role-based pain points and financial outcomes
The goal is not to overwhelm with volume, but to stay relevant and persistent over time. CFOs remember vendors who understand their role and provide meaningful, data-driven insights. They quickly forget those who do not.
C-Suite Marketing: From Awareness to Alignment
Marketing to CFOs requires a blend of discipline and empathy. You must understand how finance leaders operate and respect the structure of their decision-making process. Generic content and broad claims will not suffice. Precision matters. So does timing. A well-crafted campaign—backed by ABM, centered on value, and grounded in finance—can earn the attention of even the most guarded executive.
This article is part of our five-part series on C-suite marketing. If you have not yet read the opening overview, we encourage you to explore our full guide to C-suite marketing strategy to understand the broader context and how ABM supports this approach.
If your organization provides services or technology for finance professionals, consider expanding your reach through our partner association. Learn more about sponsorship opportunities with the Controllers Council and gain access to a highly engaged community of more than 100,000 CFOs and corporate finance leaders.
