A virtual research series that starts follow-up conversations with senior finance leaders
CFOs rarely make time for a research launch. A managed webinar series, designed with its follow-up, puts the findings in front of finance leaders and hands interested ones to partners.
- Challenge
Strong research, but no repeatable way to reach senior buyers or start follow-ups.
- Approach
A managed webinar series with audience acquisition, speaker design, follow-up sequences and sales handoff.
- Result
Research reaching finance leaders episode after episode, with interested attendees routed to partners.
The situation
Advisory firms often launch finance research with a report and a round of posts that CFOs, busy with closes and board packs, skim and set aside. Partners lack time to present findings account by account, and occasional webinars draw whoever the marketing list happens to reach. Attendance gets reported, but nobody follows up on who asked what. The research absorbs partner time and leaves no trail of conversations.
The question that mattered
How can the firm put its research in front of senior finance leaders regularly, and turn interest into partner conversations?
What we did
- 1
Build the audience for the series
Define the target CFOs, finance directors and heads of FP&A by sector and company size. Acquire them through targeted outreach, alliance and association channels and paid social, qualifying registrations on role.
- 2
Design topics and speakers
Turn each research chapter into an episode on a finance leader's problem, such as shortening the month-end close, pairing a firm partner with a guest CFO so sessions feel like peer discussion.
- 3
Produce and run each episode
Handle the platform, rehearsals, moderation and live polls, with poll questions that show where attendees stand on the episode's problem.
- 4
Follow up and hand off
Segment attendees and no-shows by role and poll answers, and send follow-up sequences with the relevant research extract. Route requests for discussion to the right partner with context.
What we delivered
The evidence and working documents the team kept.
- Series plan linking each episode to a research chapter
- Audience acquisition plan and registration qualification rules
- Speaker briefs and episode run-of-show
- Post-event database with role, poll answers and engagement
- Follow-up sequences, partner handoff notes and series reporting
The outcome
Research
reaching finance leaders across target sectors
Attendees
requesting the research extract behind the episode they joined
Follow-up sequences
sent to attendees and no-shows by interest
Partners
calling attendees who asked to talk, with their poll answers in hand
A CFO who names the close as a bottleneck in the month-end poll now hears from the partner who hosted that episode, picking up the thread marketing opened.
What changed in the GTM motion
Research releases now come with a series plan, acquisition plan and follow-up sequences from the start. A monthly series review sets the next topics from the episodes that produced discussion requests, and each episode adds to a database of engaged finance leaders.
Services in this programme
Case studies
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