Public Relations Case Study

Emburse Reaches C-Level Audiences with Executive Thought Leadership

Emburse is a provider of modern spend management software. Born out of a merger of six companies, Emburse relaunched under a new name in 2020 and needed to establish awareness for the new brand among finance professionals. Our strategy was to elevate the topic of spend management from expenses and invoices to a message of responsible, socially-impactful spending – and to use that as a foundation for an executive thought leadership program.

Fast Company article with headline, The not so hidden bias of corporate expense policies.
CFO Dive article with headline, Automation called key to improved AP compliance.
World Economic Forum article with headline, Business travel won't be more sustainable post-COVID unless companies take action.

Key Results

Z

Byline articles in Quartz, Fast Company, World Economic Forum blog

Z

Reached CFO audience with repeated coverage in CFO Dive, CFO Magazine, Strategic CFO 360, Financial Management magazine, Chief Executive

Z

Data program insights appeared in Barron’s, Marketwatch, Benefits Pro, Accounting Today

Z

Consistently exceeded quarterly KPIs

Approach

E

CEO program, with an emphasis on hot-button topics such as sustainable business travel and eliminating bias in expense policies

E

Built a program for the CFO to reach prospective customers through finance publications

E

Leveraged spend data to create insightful executive commentary on macro themes such as inflation and business travel

E

Proactive profile pitching in podcasts and trade media

In their words

“Firebrand’s content team consistently nails our executive leadership team’s voice. The consistent and skillful nature of Firebrand’s media insights and relationships has increased our reputation with finance writers at national outlets Emburse had not previously worked with.”
– Tim Wheatcroft, Senior Director of Corporate Communications at Emburse

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