Mashreq Masterclass demonstrates the power of executive-led thought leadership in B2B financial services
In an increasingly complex business environment, Chief Financial Officers have become central to shaping corporate strategy, transformation and growth. Yet despite their influence, CFOs remain one of the most difficult executive audiences to engage through traditional marketing approaches.
Recognizing the need for more meaningful engagement with this audience and the potential advantage of stepping away from legacy marketing styles, Mashreq decided to flip the model and not market to the CFO. Instead of making them the audience, they became the voices.
A platform built around peer-to-peer leadership
The Mashreq Masterclass Series is an unscripted thought leadership platform that brings together senior finance leaders for authentic, peer-to-peer conversations on the issues shaping modern business. Through strategic amplification across key social channels, Mashreq extended these conversations beyond the boardroom, increasing access to executive insights while strengthening engagement across the financial community.
The platform was developed in response to a shifting industry landscape, where financial institutions increasingly compete on expertise, insight, and advisory value rather than products alone. Created under the umbrella of The Art of Not Selling campaign, the Mashreq Masterclass Series reflects the belief that meaningful engagement is built through knowledge sharing rather than promotion. As thought leadership continues to play a growing role in building trust, credibility, and executive engagement, the platform provides a forum for finance leaders to exchange perspectives, share experiences, and explore the trends shaping the future of business and finance.
Bringing the region's leading CFOs into the conversation
Featuring CFOs from du, Galadari Brothers, Landmark Group and Técnicas Reunidas, the series explores topics ranging from leadership and transformation to growth, innovation and the evolving role of finance in driving business performance.
The initiative reflects Mashreq’s broader commitment to supporting CFOs, treasurers and business leaders through insight-led engagement while reinforcing the bank’s position as a trusted partner to the corporate sector.
Muna Al Ghurair, Group Head of Marketing & Corporate Communications at Mashreq, said: “One of the biggest misconceptions in B2B marketing is that decision-makers want to hear from brands, but more often than not, they want to hear from their peers. The Mashreq Masterclass was built on that insight and, instead of leading with products, we created a platform for CFOs to share ideas, experiences, and lessons learned. The result was not only exceptional engagement, but a stronger connection with the business leaders we serve. For us, that is the future of B2B marketing: less broadcasting, more meaningful dialogue.”
Redefining executive engagement in financial services
The success of the programme demonstrates the growing demand for executive-led content, thought leadership, and resonant engagement within the upper levels of the financial services sector. Beyond audience engagement, the initiative has strengthened Mashreq’s connection with senior financial decision-makers and highlighted the role of thought leadership as a powerful driver of relationship building in corporate banking.
In just six months since its launch, the campaign achieved milestone engagement rates, setting a benchmark for a regional financial institution: 11.3 million total video views across platforms; a 98% view-through rate on hero content; 8.7% average engagement rate on LinkedIn (triple the industry benchmark); a 42% growth in C-suite audience on Mashreq’s LinkedIn channels; and 11,000+ poll interactions from active finance professionals.
At a time when most marketing relies on product-centric communication, Mashreq Masterclass represents solid evidence of how executive insight, knowledge sharing, and authentic, high-level dialogue can create stronger connections with C-suite audiences, deepening engagement and delivering measurable business impact.
