Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your strategy for reaching CFOs and finance directors at large companies for your automated invoicing platform expansion. It sounds like you've got a good product, but getting it in front of the right eyes is always the chalenge.
We'll need to look at where they are...
First off, it's important to consider where these decision-makers actually spend their time online. Everyone automatically jumps to LinkedIn, and while it's a solid starting point, the key is how you approach it. Simply blasting them with ads rarely works. CFOs and finance directors are bombarded with information, so your content needs to be highly personalised and directly address their pain points with existing invoicing systems.
Think about it – what are their biggest headaches? Is it inefficient processes, lack of real-time data, security concerns, or integration issues with other financial software? Your messaging should directly tackle these issues and position your platform as the solution, not just another piece of tech.
I'd say you need to create thought leadership...
I remember working with a similar software business. They shared thought leadership pieces on LinkedIn and saw genuinely excellent results. They created content that dove into industry trends, the future of finance, and actionable insights that CFOs could actually use. This established them as experts in the field and made their product much more appealing.
You could for example, publish articles about the impact of AI on invoice processing or the importance of automated compliance in a global market. Make sure these articles provide value and are not just thinly veiled product pitches. I've seen a lot of companies overlook this. Remember to add value first.
You probably should consider targeted email marketing...
Don't underestimate the power of targeted email marketing. It's more labour-intensive than running ads, but it can be significantly more effective. Have your sales team meticulously build a list of CFOs at companies that perfectly match your ideal client profile. Then, craft highly personalised emails that speak directly to their specific needs and challenges.
Generic emails simply won't cut it. Reference their company size, industry, and any publicly available information that demonstrates you've done your homework. For example, you could say something like, "I noticed your company is expanding into the European market. Our platform can help you navigate the complexities of VAT compliance in different countries." Personalised case studies are also your best friend here. Illustrate how you've helped similar companies overcome similar invoicing challenges and quantify the results they've achieved. Numbers speak volumes, especially to finance professionals.
You'll need to sponsor industry events...
Industry events and webinars can be goldmines for reaching your target audience. Sponsoring these events is a really effective way to get your company name in front of the right people and build valuable relationships. Instead of just slapping your logo on a banner, aim to actively engage with attendees. Organise a booth where you can offer product demos, network with prospects, and answer their questions face-to-face.
I've seen companies get creative with this and host a small workshop which can attract attention and get some really good quality leads, you could run an event where you explain invoice automation. You can also sponsor webinars and offer a presentation to the audience. This way you can show your expertise and value. This establishes you as an expert in the field and makes them much more receptive to your product.
This is the main advice I have for you:
| Recommendation | Actionable Steps |
|---|---|
| LinkedIn Personalisation | Craft content addressing CFO pain points, share industry insights, position your platform as the solution. |
| Targeted Email Marketing | Build a list of CFOs, craft personalised emails, reference company specifics, provide tailored case studies. |
| Industry Event Sponsorship | Actively engage at events, offer product demos, network, answer questions, host workshops/webinars. |
Scaling software campaigns is tricky and requires a lot of testing, experimentation and expertise to get right. We've helped clients reduce their cost per lead and drive significant revenue growth, especially for B2B SaaS offerings like yours. I recall one campaign we ran on LinkedIn for a software company targeting B2B decision makers, we achieved a cost per lead of $22. We've also helped other software businesses get thousands of users at low costs and significantly reduced the cost per user acquisition. For example, we reduced the Cost Per User Acquisition for a Medical Job Matching SaaS from £100 to £7 by running campaigns on Meta and Google Ads. Some of our clients saw a 1000% return on ad spend!
If you'd like to delve deeper into your specific situation, including ad platform selection, landing page optimisation, and a bespoke strategy tailored to your business, feel free to book in a free consultation. We can review your current approach and give you actionable advice to boost your results. These reviews are super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.
Regards,
Team @ Lukas Holschuh
