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

For years, B2B marketing operated on a simple principle: the funnel.

Awareness at the top. Consideration in the middle. Conversion at the bottom.

A neat, trackable journey from discovery to decision.

But finance buyers aren’t moving through that sequence anymore.

Today’s CFO doesn’t land on your radar after a gated eBook. They don’t click through three nurturing emails and immediately book a demo. And they certainly don’t make a £500k+ decision based on a single lead capture form.

Instead, they move sideways, upward, backward and repeatedly back to the sources they trust.

In Deloitte’s latest CFO Signals report, 84% of CFOs said they are “significantly increasing their focus on enterprise transformation.” From AI strategy and ESG compliance to risk planning and procurement oversight, their scope is broader than ever.

With that complexity comes a new kind of buying behavior:

That journey isn’t linear.

It’s a loop and the brands that win are the ones that show up consistently across that loop, not just at the end of it.

Many marketers still chase frequency — impressions, reach, cost-per-click.

But in finance, familiarity is what drives consideration.

According to McKinsey’s Future of B2B Buying study, 76% of senior decision-makers say that trusted insights matter more than product details in vendor selection. Not just once, but across multiple touchpoints.

Think about the last time your buyer saw your brand:

Those aren’t just exposures.

They’re impressions that build trust, build memory, and build momentum.

Because in a crowded finance tech market, the brand that’s already familiar is the one that gets shortlisted.

Here’s how the most effective brands are adapting to this nonlinear reality:

✅ Audience-first planning: They start not with a channel or tactic but with where CFOs already spend their attention (and it’s not just LinkedIn or search).

✅ Multi-format visibility: They show up in multiple ways from thought leadership features to newsletter placements and performance campaigns to meet the same user at different phases of curiosity.

✅ Pre-funnel positioning: They build memory before intent signals fire. That way, when a project emerges, the brand is already trusted — not newly introduced.

✅ Content as value, not bait: Their content doesn’t gate, overpromise, or push. It adds real insight to real conversations already happening inside editorial environments.

This is where platforms like Accountancy Age and The CFO shine.

Accountancy Age and The CFO aren’t just publisher logos. There’s never been a more exciting or more complex — time to market to senior finance leaders.

They’re habitual media destinations for the very audience you’re trying to reach.

Senior finance professionals return to these platforms week after week to:

So when your brand shows up in that context — not as an ad, but as part of the value stream — it isn’t interruptive.

It’s expected. It’s trusted. It’s remembered.

Let’s talk results.

You might already be running performance campaigns, great. But if they’re running in crowded, non-specialist channels, you’re likely seeing:

Now, drop that same creative into a CFO-read weekly report, or beside a well-read column on accounting tech evolution and everything changes:

That’s why more marketers are using Accountancy Age and The CFO not just for awareness but to power demand-gen, nurture, and lead capture all within trusted environments.

Here’s what these channels bring to your strategy:

Whether you’re promoting a finance automation platform, ESG reporting tool, or tax software, these channels give you reach plus resonance.

Marketing to finance doesn’t stop at the first impression and it doesn’t start at the bottom of the funnel.

That’s why we help B2B brands design campaigns that support every phase of the finance decision journey:

Accountancy Age and The CFO are where finance professionals go to stay ahead and where B2B brands get remembered for the right reasons.

📥 Download the 2025 Media Kit for Accountancy Age or The CFO — Audience breakdowns, campaign formats, and editorial themes

📅 Schedule a 15-minute call — Let’s build a media strategy that gets you remembered, not just noticed.

In 2025, the finance buyer journey isn’t linear.

But your brand presence can still be consistent, trusted, and top-of-mind — if you show up in the right places.

Let’s help your message stay in the loop.