An executive breakfast built entirely around how CFOs think
Personal invitations, CFO to CFO sessions, private solutioning and a fitting for running shoes
Microsoft had little history with CFOs
CFOs are no longer just the financial gatekeepers of an organization. They are driving strategy and their companies’ digital transformation journeys. Their share of responsibility for digital activities has doubled in the past year, and every tech company was realizing it at once.
Understanding CFOs better was what the messaging had to get right. They are busy and have no time for fluff, so an invitation to an experience had better be worth it. They want to understand what is practical today. And they are passionate runners, a finding that held up across third party research and a survey of CFOs already known to the team. Rather than boil the ocean, the program took an account based approach, aimed at live attendance from 20 top accounts.
Everything tailored to the audience
Unbound was a CFO executive breakfast, named for the transformative business impact of unified data and automated workflows across an entire organization. It was high value and no nonsense at every step of the journey, and even the date was chosen to avoid the month and quarter close.
Invitations sent by a fellow CFO
Finance leaders were personally invited by the company’s own CFO, a signal that this was something other than another sales event. On arrival, attendees could check their car with a complimentary valet and head straight up.
Sessions delivered by CFOs, to CFOs
Insightful presentations explored how to connect business data and how to build a data driven company culture. CFOs from existing customers shared how they use Microsoft solutions inside their own organizations.
An express lane to outcomes
Private cloud solution sessions were offered to CFOs who were eager to hit the road with their digital transformation strategy, exploring how Microsoft solutions could be implemented within their existing technology stack.
A fitting for running shoes
Attendees were sized for a pair of On Cloud performance runners, delivered after the event. With uncertainty about where participants would be afterwards, the team captured home addresses and sent the shoes as a direct mailing.
A springboard for more
The event became a springboard for other CFO marketing programs, including a customer story series and accelerator experiences, and it exceeded its targets for registration and attendance.
Related work
Security Skilling
A two day training experience that IT teams hosted on their own schedule.
Surface Experience Kits
A device experience ordered from a microsite, used at home, then picked up again.
The (Modern) Office
A fully themed virtual training session that made Teams users comfortable with meetings.