A flagship conference organized by Naseba, the CFO Strategies Forum brings together up to 150 CFOs to gather in Dubai every year to discuss solutions their most pressing challenges, re-educate themselves, network, and engage in interactive workshops led by international experts.

• Client
• Naseba Communications
• Year
• 2012-17
• Services

• Marketing strategy and execution

  Community building

  Content creation

  Sponsorship acquisition

  Paid and owned media growth

  Social media marketing

Hard facts

• Sponsors for the forum typically include companies providing services such as business intelligence, corporate performance management, risk and liquidity management, leadership consulting, restructuring, M&As etc.
• The format includes keynotes, panel discussions, talk shows, and interactive masterclasses tackling various topics.
• The sponsorship fee ranges from $8,000 to $50,000 while delegate fee is usually around $ 1,995.

The challenge

• The key challenge around 2015 was to counter the effects of the oil price crash and at the very least maintain sales figures from the previous years through re-bookings.
• Marketing had crucial role of ensuring that the forum clearly communicated how it surpassed previous years in terms of format, content, and overall value it brought to the attendees and the business development opportunities it offered sponsors.
• Generating demand from prospective sponsors, delegates, and partners to ensure the forum delivered stellar content, and hit overall revenue target.

Results

• The marketing strategy for sponsorships relied mostly on personalized invitation letters, LinkedIn InMails, drip email marketing campaigns, and content-focused newsletters featuring thought leadership shared at the past editions of the forum.
• Content marketing was also instrumental in nurturing the delegate segments of Naseba’s database. Budget was also allocated to acquiring new contacts through paid ad campaigns on LinkedIn, data research teams, and strategic partnerships with business intelligence and media companies.