Welcome to The Ledger, where CFOs, partners, and finance leads get their sharpest insights—delivered straight to the inbox.

You’ve done the hard part — you’ve earned the click, sparked initial interest, and brought a senior finance professional into your world.

But then?

They vanish. No reply. No demo. No pipeline progression.

It’s not a messaging problem at the top. It’s a mid-funnel problem and it’s quietly eroding ROI for B2B marketers across the accounting and finance space.

Today’s CFOs, controllers, audit leads, and tax professionals aren’t passive consumers — they’re active evaluators. Once past awareness, they shift into de-risk mode. They want to know:

If your content doesn’t answer these questions with confidence and specificity, they’ll move on not because your solution isn’t valuable, but because your mid-funnel didn’t make the case.

Because it’s built to impress, not equip.

Too many finance marketing campaigns rely on:

These formats don’t match what finance buyers are actually looking for — substance, clarity, and evidence.

At Accountancy Age and The CFO, we have a front-row seat to how today’s finance buyers consume marketing.

🔹 Content formats that perform:

Mid-funnel guides, explainers, calculators, and case-based playbooks consistently outperform gated PDFs and webinars.

🔹 Topics that convert:

The most engaged campaigns align with high-priority buyer concerns — ESG readiness, digital audit, finance automation, capital visibility, AI governance.

🔹 Platforms that build trust:

When content is distributed in Accountancy Age or The CFO, it benefits from editorial adjacency — the halo of trusted, insight-led journalism which primes readers to take your message seriously.

If you’re only investing in top-of-funnel reach — you’re missing the moment when real decisions are made. Today’s finance buyers don’t just want another tool. They want clarity, proof, and partnership.

That’s why leading B2B marketers in the finance and accounting space are evolving their strategy — not just to generate leads, but to nurture trust through campaigns that reflect how finance actually buys.

💼 Want to make sure your next campaign doesn’t stall mid-funnel?

📥 Download our Accountancy Age and The CFO media pack to explore native placements, mid-funnel content formats, and performance metrics that move the needle.

📞 Or speak with our team to plan a campaign that meets your audience where it matters most in the moment of real consideration.

Let’s turn your awareness into action and your message into momentum.