Tailoring Thought Leadership for CFOs

CFOs in 2025 are no longer just finance managers - they are strategic leaders driving growth, managing risks, and leading digital transformation. To engage this audience, content must address their specific challenges, priorities, and the realities of their evolving roles.

Key Insights:

• Top Priorities: CFOs focus on cost management, risk oversight, and technology integration. 77% are adopting new financial measures, and 86% aim to improve forecasting accuracy.
• Challenges: Many CFOs still rely on manual processes, face regulatory pressures, and struggle with AI implementation, with 86% reporting limited returns on digital investments.
• Content Preferences: CFOs value concise, data-driven insights, benchmarking studies, and actionable recommendations tailored to their industry and local context.
• UK-Specific Context: Addressing inflation, National Insurance increases, and UK regulations adds credibility and relevance.

Effective thought leadership for CFOs should simplify complex issues, offer practical solutions, and align with their strategic goals. This requires precise messaging, UK-specific insights, and formats like executive briefings, webinars, and interactive content.

Leadership, Strategy, and the Evolving CFO Role in Modern Finance with Jack McCullough

What CFOs Focus on in 2025

The role of the CFO has grown far beyond managing the books. In fact, over 70% of CFOs now juggle responsibilities that extend well past traditional finance roles. They are not just number crunchers anymore - they’re strategic leaders steering their organisations through increasingly complex challenges. Let’s take a closer look at what’s shaping their priorities in 2025.

Cost Management and Financial Planning

Managing costs remains a top priority, but it’s no longer just about slashing budgets. Today, it’s a balancing act. While 52% of CFOs highlight cost reduction as a key focus, 58% are targeting cuts in discretionary spending, and 77% are adopting new financial measures. Yet, this doesn’t mean growth is off the table - 62% of CEOs still rank growth as their number one priority for 2024–2025.

The trick lies in cutting out nonessential expenses while protecting investments that fuel long-term goals. Interestingly, 57% of CFOs still plan to hire selectively in areas critical to growth.

Ian Stewart, Chief Economist at Deloitte, sums it up well:

"With cost control to the fore in the wake of the Budget, CFOs have trimmed expectations for corporate investment, discretionary spending and hiring in the next 12 months. But despite a fall in business confidence, we expect to see UK growth picking up over the summer on the back of easy fiscal policy and interest rate reductions, with GDP growth likely to exceed the 2024 outturn and the performance of the euro area."

Static budgets are increasingly being replaced with rolling plans that adapt to market changes. CFOs are also leaning into scenario planning, mapping out multiple potential outcomes to guide both spending cuts and investments. This approach ensures financial discipline while keeping room for flexibility and growth.

Risk Management and Regulatory Compliance

Risk management has shifted from being a routine compliance task to a strategic cornerstone. CFOs are now responsible for far more than financial oversight - they’re tackling issues like data security, ESG (Environmental, Social, and Governance) reporting, and the risks tied to emerging technologies like AI. The stakes are high: in 2024, the average cost of a data breach hit £3.9 million, a 10% increase from the previous year.

Digital tools are playing a big role in simplifying compliance. For example, while 42% of financial institutions still rely on manual processes for regulatory tasks, 63% are moving towards automating these systems. This shift is speeding up compliance efforts and reducing errors.

AI is becoming a crucial tool in managing risks. Nearly half (46%) of UK CFOs are now using AI for predictive risk assessment and monitoring compliance. However, it’s not without its challenges - 77% of CFOs express significant concerns about security and privacy risks tied to AI. With 90% of businesses having experienced a data breach, many CFOs are investing in RegTech solutions and forming cross-functional teams to take a proactive approach to risk.

Digital Transformation and Technology Integration

Technology is at the heart of modern CFO strategies. Data and analytics have become indispensable, with "metrics, analytics, and reporting" topping the list of CFO priorities.

AI adoption in finance is accelerating at an incredible pace. By 2024, 58% of finance organisations had integrated AI into their operations, marking a 57% increase compared to 2023. However, while adoption is high, 86% of finance teams report limited returns, pointing to a need for better AI literacy. Currently, digital talent on finance teams falls short of optimal levels by 50–75%, and 70% of UK CFOs emphasise that AI knowledge is essential for the next generation of financial leaders.

Adam Drew, CFO at Kyriba, highlights this shift:

"Traditionally focused on compliance and reporting, CFOs are now becoming strategic advisors. AI reduces transactional tasks, enabling us to interpret predictive insights and guide long-term strategies. The role is evolving from number-crunching to connecting data with broader organisational goals."

Digital transformation isn’t just a buzzword - it’s happening now. A staggering 93% of businesses have plans to overhaul their finance functions through digital programmes, and 96% of CFOs are actively shaping their companies’ digital strategies. Their involvement goes far beyond finance systems, extending to enterprise-wide initiatives that include strengthening cybersecurity and driving innovation. The challenge ahead? Using automation to free up time from routine tasks while building the analytical muscle needed for smarter, more strategic decision-making.

Creating Thought Leadership Content for CFOs

Developing content that resonates with CFOs requires a deep understanding of their shifting priorities and a focus on providing actionable insights. With 58% of CFOs spending more time on business performance management compared to the previous year, they are looking for solutions that address their expanding responsibilities. Let’s dive into strategies for identifying their key challenges and creating content that speaks directly to their needs.

Finding and Understanding CFO Pain Points

To create effective thought leadership, you need to uncover the specific challenges CFOs face. Transformation initiatives have long been on their radar, but with 2025 looming, their bosses are intensifying the pressure to deliver results. This urgency brings distinct challenges that content creators must address.

One of the best ways to understand these issues is by speaking directly with CFOs. Conversations with finance leaders often reveal complex concerns, such as balancing growth goals with cost constraints or managing intricate digital transformation projects. These discussions provide valuable insights that can shape more targeted content.

Industry benchmarks are another useful tool. For instance, 53% of CFOs cite attracting and retaining talent as a "significant" or "extensive" challenge. Highlighting these statistics can help you craft content that offers realistic and grounded solutions to their pressing issues.

Additionally, analysing how CFOs’ ambitions align - or fail to align - with execution can reveal critical gaps. While 44% of CFOs consider increasing technology use to cut costs a top funding priority over the next 12 months, many struggle to implement these initiatives effectively. Addressing this disconnect with practical advice can position your content as indispensable.

Modern CFOs are expected to do far more than manage numbers. They now play a strategic role, blending financial expertise with decision-making, risk management, and stakeholder engagement to navigate a landscape of regulatory demands and political uncertainty.

Choosing Relevant Content Topics

Armed with these insights, the next step is selecting topics that align with CFO priorities while offering fresh, actionable ideas. The best thought leadership content doesn’t just highlight challenges but provides strategic solutions. For example, while "metrics, analytics, and reporting" remain top priorities for CFOs, impactful content explores how data can drive strategic decisions rather than just improving reporting processes.

AI and automation are also rich areas for exploration. With only 28% of finance departments currently using AI for forecasting, CFOs need guidance on overcoming implementation hurdles, not just discussions of potential benefits. Content that focuses on real-world applications and challenges will resonate more deeply.

Strategic cost management is another critical topic. Modern approaches go beyond simple cost-cutting, focusing instead on optimising resources to drive long-term growth. This reflects the balancing act CFOs must perform between managing immediate financial pressures and investing in future capabilities.

Cybersecurity and risk management are increasingly urgent concerns. With only 2% of global finance and tech leaders having fully implemented cyber resilience measures, there’s a clear opportunity for content that offers step-by-step frameworks for building resilience while managing costs.

Finally, talent and organisational transformation remain key themes. CFOs are grappling with building teams that combine traditional financial skills with digital expertise, particularly as digital talent remains underrepresented on finance teams by 50–75%. Content that addresses this gap can provide much-needed guidance.

Using UK-Specific Data and Context

To make your content resonate with UK-based CFOs, it’s vital to tailor it to the local context. UK CFOs face unique challenges that require specific insights. For example, 77% of UK CFOs express significant concerns about security and privacy risks associated with AI. Addressing these concerns with a focus on UK regulations and business practices makes your content more relevant.

Referencing UK-specific regulations like HMRC requirements, FCA guidelines, or Companies House obligations can establish credibility. Using pound sterling figures and UK regulatory timelines shows an understanding of their specific environment.

Economic discussions should reflect the realities of the UK market. For instance, mentioning inflation rates, Bank of England base rates, or Brexit-related supply chain issues provides context that generic global content might miss. With geopolitics ranked as a top risk for 90% of European CFOs, incorporating UK-specific geopolitical analysis can add further value.

When including case studies, focus on well-known UK companies or industries. Examples from FTSE 100 firms or UK financial services can make your content more relatable and impactful.

Lastly, adjust your tone to reflect British business culture. UK CFOs often prefer understated confidence and practical solutions over bold claims or abstract theories. Keep the tone professional yet approachable - confident without being overbearing.

How to Message and Deliver Content to CFOs

Once you've created content tailored for CFOs, the next step is to ensure it’s delivered in a way that resonates. Engaging CFOs isn’t just about producing high-quality material - it’s about presenting it in the right format and tone. These professionals are driven by data and operate on tight schedules, so understanding how they consume information and build trust is essential.

Content Formats CFOs Prefer

CFOs value content that provides actionable insights without wasting time. Caroline Lewis, Content Director of studioID's financial services vertical, highlights this preference:

"This is a data-motivated audience. So there's always interest in content that is rich with data-driven insights."

Here are some formats that CFOs find particularly effective:

• Executive briefings: These concise documents summarise complex financial trends into easily digestible insights, backed by relevant data.
• Benchmarking studies: CFOs appreciate the ability to measure their organisation’s performance against industry standards. Including UK-specific data, such as figures from the Office for National Statistics, adds even more relevance.
• Interactive content: This format is becoming increasingly popular. As Lewis explains, there’s a growing appetite for proprietary research presented through visual and interactive storytelling. This approach goes beyond traditional white papers or articles.

Additionally, webinars, short expert interviews, and podcasts are excellent tools for delivering insights in an engaging way. Webinars that feature panel discussions with CFOs from prominent UK organisations often resonate well, providing valuable real-world perspectives. Research even shows that 50% of consumers believe podcasts offer deeper understanding compared to other media formats.

Collaborations with established finance publications can also enhance credibility and expand reach, ensuring your content connects with its intended audience.

Writing Clear and Trustworthy Messages

When communicating with CFOs, trust is everything. Your writing needs to project credibility and precision from the outset. Data-driven insights and direct proposals work best. Every claim should be backed by clear evidence, leaving no room for ambiguity.

Be transparent. Avoid vague language like "This solution could potentially reduce costs." Instead, be specific: "This approach reduced operating expenses by 12% for three FTSE 100 companies in 2024." Transparency builds trust, especially when discussing financial matters.

Keep it clear and professional. While CFOs are well-versed in financial terminology, they value concise and straightforward language. Write as if you’re briefing a colleague - professional but to the point.

Use UK-specific references. Adopting British spelling (e.g., "optimise" instead of "optimize") and referencing terms like "profit and loss account" rather than "income statement" demonstrates attention to detail and makes your message more relatable. Including UK regulatory frameworks, such as FCA guidelines or Companies House requirements, adds further relevance.

Quantify wherever possible. CFOs are analytical thinkers. Replace vague terms with precise figures to illustrate the financial impact of your suggestions. For example, instead of saying "significant savings", specify, "reduced costs by £500,000 annually."

Start with outcomes. Lead with the result or benefit, then explain how it was achieved. For instance, highlight efficiency improvements from process automation before delving into the methodology.

Structure for busy readers. Use clear subheadings, concise paragraphs, and bullet points to make key information easy to scan. Highlight critical data and findings so they stand out immediately.

Avoid hyperbole. CFOs respond better to measured and factual language. Words like "revolutionary" or "game-changing" can undermine credibility. Let the data and insights speak for themselves.

Carolina Starin, Senior Content Strategist at studioID, notes the evolving role of CFOs:

"CFOs used to remain focused on the balance sheet and accounting principles, but now they are expected to also serve as a strategic business leader and are often called on to drive innovations like automation and digital transformation."

Your messaging should reflect this expanded role, offering practical solutions that address both traditional financial responsibilities and the demands of modern strategic leadership.

Using Precision Marketing to Reach CFOs

Traditional marketing often falls short in complex B2B spaces, especially when trying to connect with CFOs. These financial leaders face unique challenges, and they need messaging that speaks directly to their concerns. That’s where precision marketing comes in. By using detailed buyer personas and ideal customer profiles, marketers can understand not just the broader characteristics of target companies but also the specific motivations of individual decision-makers. This approach ensures that thought leadership aligns perfectly with the financial and strategic priorities of CFOs.

The market for the Office of the CFO was valued at around £41 billion in 2023, and it’s expected to grow by over 13% by 2028. This growth presents a huge opportunity, especially considering that 93% of finance teams are juggling multiple software solutions. Companies that deliver focused and relevant messaging stand to gain significantly.

Advanced segmentation is a key tool here. It enables marketers to categorise their audience based on factors like job roles, purchasing habits, engagement history, and even psychographics like values and attitudes. For CFOs, who act as both financial gatekeepers and strategic advisors, this kind of tailored approach is essential. In fact, 76% of consumers report that personalised communication influences their choice of brand. With this groundwork, companies can explore account-based strategies to foster deeper engagement with CFOs.

Account-Based Marketing for CFO Engagement

Account-based marketing (ABM) is the gold standard for targeting CFOs with precision. Instead of casting a wide net, ABM focuses on high-potential accounts, delivering tailored experiences that resonate with financial decision-makers. This mirrors the CFOs’ own focus on optimising resources, allowing businesses to concentrate their efforts where they’ll see the greatest return.

Implementing ABM effectively means identifying high-value accounts, crafting messaging that underscores clear business outcomes, and personalising outreach to address specific financial challenges and industry trends. What’s more, ABM shifts the focus of success metrics. Instead of relying on traditional lead generation numbers, it prioritises revenue-related indicators like account engagement, deal velocity, and customer retention. For example, increasing customer retention by just 5% can boost profits by anywhere from 25% to 95%. ABM also helps streamline the sales process by engaging multiple stakeholders early, reducing barriers to closing deals and accelerating decision-making.

Liam Doyle, SVP of Product Management at Salesforce, puts it succinctly:

"If you don't have marketing and sales aligned and using the same set of data, then you're not really doing ABM."

How Partnerships Help

Strategic partnerships can take precision marketing to the next level, particularly when targeting CFOs. These alliances expand your reach and bolster credibility with financial audiences. For example, collaborating with respected financial publications, industry associations, or complementary service providers can amplify thought leadership efforts and broaden a company’s influence.

Partnerships allow businesses to tap into existing relationships and trust. By working with organisations that already have credibility with CFOs, companies gain immediate access to established audiences. This approach also opens doors to proprietary data, co-marketing opportunities, and joint thought leadership initiatives. Together, these elements help position all involved parties as authorities in the industry, creating the kind of meaningful connections that resonate with CFOs.

Twenty One Twelve Marketing is a leader in facilitating these kinds of partnerships. Their precision marketing strategies often integrate partnership elements to enhance thought leadership and drive measurable pipeline growth, particularly in the financial services and technology sectors. By combining account-based marketing with strategic alliances, they help businesses achieve impactful results in complex B2B markets.

Conclusion: Building Real Connections with CFOs

Engaging CFOs effectively demands more than generic messaging - it requires a deep understanding of their evolving responsibilities. As CFOs increasingly take on strategic advisory roles, partnering with CEOs to drive growth and manage risk, offering clear and actionable insights becomes essential to capturing their attention.

The foundation of successful CFO engagement lies in consistently delivering value and providing transparent insights. Trevor Henson from Beach Front Property Management highlights this approach, stating, "One way to use thought leadership for brand loyalty is to consistently share expert insights that solve real-world problems for customers. This approach positions a brand as a reliable source in its field, building trust". For CFOs, this kind of transparency fosters lasting trust and positions brands as dependable partners.

Betty Junod adds another layer, stressing the importance of authenticity: "Carefully select thought leaders and topics that speak authentically to the people you are trying to reach - not 'customers' in a generic sense but individuals. Gain trust and loyalty through education and insights that are meaningful and useful and not an overt sales pitch". This sentiment resonates strongly with CFOs, who prioritise practical solutions and genuine engagement over promotional material.

Data reflects the importance of thought leadership, with 60% of C-suite executives using it for decision-making and 37% dedicating one to two hours weekly to consuming such content. This highlights the need to produce content that simplifies complex data into practical frameworks and recommendations, making it both accessible and actionable.

In the UK, precision marketing and tailored insights can further enhance engagement. Account-based marketing strategies and strategic partnerships allow companies to create the personalised experiences CFOs expect. For example, collaborating with experts like Twenty One Twelve Marketing can help deliver thought leadership tailored to the UK market, fostering trust and relevance.

Antony Robinson from Novalnet AG encapsulates the value of authenticity: "One really effective move is to share your journey and experiences openly. People connect with stories, so by being authentic and sharing your insights and challenges, you not only establish credibility but also inspire others". By sharing experiences and challenges, brands can establish credibility and build long-term connections.

Combining targeted content creation with precision marketing and strategic partnerships creates a comprehensive approach to engaging CFOs. For financial leaders navigating today’s complexities, a straightforward, insight-driven strategy is the key to building meaningful and enduring relationships. This reinforces the earlier strategies, offering a clear path to connecting with the modern CFO.

FAQs

How can CFOs balance managing costs with driving growth in a fast-changing economy?

How CFOs Can Balance Cost Management and Growth

CFOs can strike the delicate balance between managing costs and driving growth by adopting a thoughtful strategy that emphasises efficiency while still encouraging innovation. This means taking a close look at expenses to find areas where resources can be better utilised, all while safeguarding crucial investments that fuel growth.

One way to achieve this is by using technology like advanced analytics and automation. These tools can simplify workflows and cut down operational expenses. Another approach is to reassess procurement strategies or consider outsourcing certain functions, which can lead to smarter use of resources. By taking these steps, CFOs can focus on ensuring both financial stability and sustainable growth for the future.

How can CFOs address challenges in AI implementation to maximise returns on digital investments?

CFOs can address the hurdles of implementing AI by adopting a use-case-driven approach that ties directly to their organisation's financial objectives. Establishing robust data governance and implementing security measures is crucial for fostering confidence in AI systems. At the same time, investing in training programmes ensures that teams are well-prepared to embrace and effectively use these new technologies.

Striking the right balance between automation and strategic decision-making enables CFOs to retain control over key decisions while benefiting from AI's efficiencies. By focusing on ethical AI practices and consistently reviewing its performance, CFOs can ensure that their digital investments yield tangible results and contribute to sustained growth.

How can thought leadership content be tailored to address the specific priorities and challenges of CFOs in the UK?

To connect with CFOs in the UK, it's important to create thought leadership content that speaks directly to their primary concerns: managing costs, reducing risks, and planning finances strategically. Addressing these topics with a local lens is essential, especially considering challenges like high interest rates, rising inflation, and increasing labour costs. Additionally, insights into navigating UK-specific regulations and compliance standards can provide valuable guidance.

The content should focus on practical strategies that help CFOs handle economic uncertainty, adapt quickly to changing conditions, and build strong contingency plans. Including examples of successful approaches within the UK market can add credibility and make the content more relatable to this audience.

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