The Chief Financial Officer (CFO) isn’t just thinking about dollars and cents; they see every number as a story. You can talk about what your product or service does all day long, but what the CFO wants to know is how their investment ties back to measurable impact.
For this buyer persona, technology and finance work hand-in-hand to safeguard growth and stability. Reaching them requires messaging about how to actively create value, protect assets, and navigate fintech trends.
PAN’s C-Suite Signals report delves into the CFO’s online habits to help you create a B2B SaaS PR strategy that speaks directly to your target audience.
What’s on the Mind of CFOs?
CFOs believe numbers reveal where a business has been and where it’s headed. They’re driven by accuracy, transparency, and ROI.
Creating growth and seizing opportunities are top of mind as they ponder the impact of blockchain and cryptocurrency and follow financial technology trends. Common searches include “AI and accounting,” “success-based fees,” and “accounting for a business combination.”
The CFO is focused on safeguarding growth and stability, actively searching for ways to manage market and capital risks with terms like “natural hedges” and “interest rate swaps accounting.” Navigating financial regulations is also on their to-do list.
The accounting industry piques their interest, powered by searches for “accountant burnout,” “CPA to CFO,” and “AICPA number of members.”
Where Do CFOs Get Their News?
This persona’s media consumption is highly focused on compliance and financial news.
On social media, they follow accounts like:
- Compliance Week
- Wall Street Journal
- Refinitiv
- Deloitte
When it comes to podcasts, CFOs are tuned into heavy-hitting financial markets and investment analysis such as Optimal Finance Daily and Motley Fool Money. They regularly watch YouTube channels that offer leadership and accounting guidance from industry groups, including The CFO Leadership Council, The National Association of Corporate Directors, and The International Federation of Accountants.
Now let’s talk about the answers they’re getting from ChatGPT prompts. Commonly cited publications and domain sources include:
- Wall Street Journal
- Harvard Business Review
- CFO
- Gartner
Unsurprisingly, the Wall Street Journal shows up in many of their channels.
So What Does This Mean for My B2B SaaS PR Strategy?
CFOs thrive on driving value and mitigating risk. Don’t dance around with theoreticals — waltz straight to the stats. Concrete, numerical proof of performance will stand out over generic messaging. Instead of pitching generic concepts, provide actionable insight on how to effectively manage market and capital risks.
Tired: The Role of Hedging Techniques in Corporate Finance Strategy
Inspired: Natural Hedges Explained: A CFO’s Test for Effective Risk Management
CFOs understand the role of hedging techniques. You add value to the conversation by giving specific guidance on how to use it. Plus, the title uses a search term.
We secured Wall Street Journal coverage for our client PolyAI, which included recordings of their voice AI platform. This unique asset provided CFOs with tangible proof of the platform’s capability and value.
When seeking coverage that reaches this persona, target high-authority financial and industry media, and be sure to leverage podcasts. Pitch timely executive perspectives on current market developments and news.
Remember that the CFO acts as an integral member of the leadership team, not simply the finance leader. Your messaging should go beyond cost-cutting to deliver a holistic value proposition.
To learn more about specific search phrases and outlets that interest CFOs, download PAN’s C-Suite Signals report.
Don’t let your messaging be a line-item expense. Contact PANBlast, and we can deliver a return on your PR investment.