The Finance Business Partner:
CFO Audience Development
Marketing automation to Fortune 500 CFOs: how Niki designed an acquisition flywheel from zero CRM.
How do you capture and convert verified Fortune 500 CFOs into a captive, mailable audience?
Challenge
As fractional CMO for The Finance Business Partner, Niki was tasked with building a marketing automation system to attract, engage, and retain Fortune 500 CFOs. On arrival, the brand had no central database, no mailable contacts, and no systematised communications. The shift needed was from manual, disconnected outreach to an audience-centric CRM strategy that could nurture elite finance leaders at scale.
Insight
How marketing automation turned a manual outreach process into an automated C-suite engagement flywheel.
Niki designed a marketing automation flywheel, to move prospects from awareness to conversion. The system included introductory cold email, warmup sequences, a monthly coaching newsletter and LinkedIn content strategy targeting verified budget holders. We created automated feedback loops, serving valuable content to users before, during, and after training. We built an integrated referral programme, and redesigned marketing collateral, including a hardworking sales brochure that secured a £60,000 client on first use, and LinkedIn posts that generated a +235% uplift in engagement rate.
Brand
The Finance Business Partner
Industry
Finance Industry
Corporate Training
Skills
Fractional CMO
Digital Content Strategy
Customer Acquisition
Marketing Automation
Marketing Communications
Graphic Design
Led by
Niki McMorrough
Scott Parker
CFO Intelligence
We profiled the Fortune 500 CFO audience to learn their lateral affinities — topics that would grab their attention — and how to apply them as analogies for finance business partner training marketing content.
CFO Audience Development
We implemented hyper-personalised automated audience building techniques that gathered 455 new personal connections for the business principal, from CFOs at Fortune500 companies in 6 weeks.
+455
Connections
Social Media
We took over The Finance Business Partner’s Linkedin feed, creating a suite of posts to communicate key brand messages and align with audience affinities, increasing engagement by 235%.
+235%
Engagement
Sales Brochure
We designed the sales brochure, which secured a £60k order on its first use.
£60k
Immediate ROI
Datacapture & Referral
We implemented datacapture at multiple touchpoints, designed a customer keep-warm training tips newsletter and referral stage mechanic, resulting in 5,000 mailable contacts within 4 weeks.
+5,000
Mailable contacts
“They built a scalable marketing system to grow, nurture and convert our fortune500 CFO audience.
We can now build lasting relationships with our clients and cohorts, with high recommendation rates that convert again and again.”
Headline results from 4 weeks of a financial services marketing automation flywheel
+455
New Fortune 500 personal connections
+235%
Engagement uplift on Linkedin content
+£60,000
Immediate ROI on sales brochure
+5,000
Mailable registered contacts
Questions worth answering
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At zero. We begin with a diagnostic of what you actually have, then map a marketing automation flywheel to your buyers’ real behaviour. For The Finance Business Partner, that yielded 5,000 contacts in 4 weeks. If you’re starting cold, let’s talk.
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Automation only works when it feels personal. We engineer every touchpoint around recipient relevance and timing, with a human in the loop where it matters. If your CRM is feeling robotic, let’s have a conversation.
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Yes. Fractional CMO services are one of our core engagements. We diagnose your tools, build inside your stack where it makes sense, and layer in external systems where it doesn’t. Tell us what you’re working with, and let’s see.