Overview
The brief from Avidxchange
AvidXchange is the industry leader in automating invoice and payment processes for mid-market businesses, with 1,500 employees supporting 6,000 customers across North America and processing over $140 billion in transactions annually across a network of more than 680,000 suppliers. When the engagement began, AvidXchange had a minimal media presence and ambitious goals - to surpass competitor recognition in automated AP and own thought leadership in the category. 5W was tasked with building presence, driving share of voice above 20% among competitors, and positioning AvidXchange as the foremost leader in automated accounts payable technology for the middle market.
5W positioned the company and its executives as go-to sources for accounting, technology, and fintech. Early phases emphasized thought leadership commentary to build a media footprint and surface AvidXchange's deep bench of executive subject-matter experts. The team ran multiple brainstorm sessions across the organization - security and IT, HR, finance - to build a multi-pronged thought leadership campaign spanning verticals and publication types. Once a media foundation was set, the team converted that visibility into top-tier and trade features around major company announcements including funding rounds, acquisitions, and partnerships.
FAQ
How do B2B fintech brands earn share of voice from competitors?
B2B fintech share of voice is built through executive thought leadership across multiple subject-matter areas (finance, IT, HR, security), proprietary research and surveys that generate news, and converting credibility into top-tier and trade features around company milestones.
What is automated accounts payable software?
Automated accounts payable (AP) software replaces manual invoice processing and check-writing with digital workflows, supplier networks, and integrated payment rails. AvidXchange is a category leader serving the middle market.
How do proprietary surveys drive B2B PR?
Proprietary surveys turn an agency into a publisher - generating original news that reporters can cite. The AvidXchange team ran five survey campaigns securing wins in Accounting Today, CFO Dive, and PaymentsSource.
How does 5W support fintech B2B brands?
5W builds long-running thought leadership programs combining executive media training, contributed content, awards strategy, proprietary research, and announcement support - designed to grow share of voice in competitive fintech categories.
What share of voice should a B2B fintech brand target?
Most B2B fintech brands target 15-25% share of voice within their direct competitive set. AvidXchange exceeded its 20% goal, reaching 27% share of voice.
Results
What the program delivered for Avidxchange
- 27% share of voice (KPI exceeded)
- 123 industry-targeted news articles
- 318.5M+ unique impressions
- Five proprietary survey campaigns delivering wins in Accounting Today, CFO Dive, PaymentsSource, and more
Coverage included
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