CFO Persona: How to Turn the C-Suite’s Biggest Skeptic into a Believer
Speak Agency • July 27, 2023
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Understanding your audience is perhaps the most critical step to creating more successful marketing campaigns. Whether you go to the painstaking effort of developing individual buyer personas or classify audiences in a less formal way, it's important to know your customers inside and out.
If your business sells to other businesses, odds are C-level executives (such as CEOs, CFOs and CIOs) are an important audience for you. That’s especially the case for high cost products, services and technologies.
Although it might be tempting to create a single persona for all executives, it’s smart to consider the unique characteristics and personalities of each individual who has a seat at the executive table.
You may think that the average CFO is bean counter, number cruncher or scorekeeper. But stereotypes aside, it's becoming more clear that the CFO's influence goes far beyond finance to include everything from technology and logistics to data security and human resources. CFOs play a central role in strategic planning and they have an integral voice in the majority of buying decisions.
There are already enough barriers that make it challenging to reach busy company leaders. Do yourself a favor and make sure you understand the intricacies of each executive position so you can speak its language. Our downloadable e-book, Everything you need to know to market to the CFO, will provide you with valuable information and details about this c-suite executive so you can craft the perfect marketing strategy.
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In marketing, we love a good acronym. But let’s be real— USP (Unique Selling Proposition) is starting to feel like one of those legacy systems we all pretend still has value because it’s “core to the business.” You know the type: old, clunky, and painfully out of sync with how people make decisions today.
