Developing an educational campaign for finance leaders
Industry: SaaS (Procurement Technology)
My Role: Strategic Content & Educational Communications
Focus: Audience research · Educational content · Thought leadership · Project management
Context
ProcurementExpress is a procurement software company that helps organisations gain greater control over company spending.
The marketing team wanted to create a flagship educational resource that would provide genuine value to finance leaders while introducing prospective customers to the company's spend management solution.
Alongside this project, they also wanted to revitalise the company's thought leadership output through regular blog content.
The Communication Challenge
The primary objective was to develop an educational course for newly appointed CFOs navigating their first 100 days in the role.
The course needed to achieve two goals simultaneously. It had to provide practical, credible guidance for finance professionals while also acting as a lead magnet that introduced ProcurementExpress's software in a natural and helpful way.
The challenge was to develop content that prioritised education over promotion, positioning the organisation as a trusted source of expertise rather than simply another software provider.
Communication Strategy
I began by researching the priorities and challenges commonly faced by newly appointed CFOs, identifying the practical problems they are expected to solve early in their tenure, particularly around gaining visibility and control over organisational spending.
Working closely with the marketing manager, I translated this research into a structured learning programme built around the audience's most immediate needs. The resulting course focused on actionable guidance, allowing the software to support the conversation rather than dominate it.
This audience-first approach ensured the communication delivered value while aligning with the company's broader marketing objectives.
Bringing It to Life
I managed the development of the project from concept through to delivery.
The final course consisted of six ten-minute video lessons, for which I developed the curriculum, wrote the scripts and ultimately presented the content. Alongside the course, I created supporting communication assets that reinforced the campaign and maintained consistency across channels.
To strengthen the company's ongoing thought leadership, I also revived its blog, researching and writing articles that addressed procurement, finance and business efficiency topics relevant to the same professional audience.
Figure 1. I managed the project from concept to delivery, developing the course curriculum, writing the scripts and presenting the final video series.
Outcome
The project resulted in a comprehensive educational resource that combined practical learning with strategic marketing objectives.
By focusing on the information finance leaders genuinely needed, the course positioned ProcurementExpress as a knowledgeable and trustworthy partner, not simply a software vendor.