News and Insights
Full-Funnel Marketing for B2B Businesses: FINN Partners’ Affinity Podcast
June 6, 2025
What’s full-funnel marketing? Creating awareness and trust that ultimately converts.
“Full-funnel marketing” might sound like just another buzzword—but for Marc Granville, Director of Education at International Capital Market Association (ICMA), it represents an evolution of his organization’s marketing strategy.
In this episode of the Affinity Podcast, Granville and FINN Partners’ Elliott King talk about how and why ICMA shifted its marketing strategy to build deeper connections with niche audiences and set ICMA up for stronger future growth. “We had been heavily focused on conversions, a bottom-of-the-funnel strategy,” Granville says. “But it was essential to build more awareness and more trust across the entire customer journey. That’s where high-value content campaigns came in.”
Episode contents, at a glance
Full-funnel marketing fundamentals
- Full-funnel marketing isn’t just about awareness or conversion—it’s about building a connected journey from first impression to long-term trust. ICMA’s shift to a full-funnel strategy helped them reach new audiences while maintaining strong performance at the bottom of the funnel.
- Advice for businesses: Don’t rely solely on high-performing conversion campaigns. Building awareness and credibility at the top of the funnel will multiply downstream results.
- Advice for businesses: A full-funnel approach enables consistent messaging across touchpoints—helping audiences move naturally from curiosity to commitment.
Education content as a brand-awareness tool
- In specialised sectors like financial services, education is a powerful way to generate brand trust. ICMA’s branded video series positioned them as experts while drawing in new prospects organically.
- Advice for businesses: Turn internal expertise into thought leadership content. It builds authority and works across PR, social media and paid campaigns.
- Bright idea: ICMA used educational content to open doors to high-value conversations—then retargeted engaged viewers through performance campaigns.
Partnering for impact
- ICMA’s collaboration with FINN Partners helped them connect creative storytelling with data-driven media strategy—maximising ROI without losing message integrity.
- Advice for businesses: The right agency partner will help integrate awareness and conversion campaigns so they work as a unified engine, not isolated efforts.
- Advice for businesses: Be clear on objectives across the funnel—brand reputation at the top, engagement in the middle, and measurable results at the bottom.
About the guests on this episode
Marc Granville has more than 20 years of experience in financial services, specializing in professional education, stakeholder engagement and strategic marketing. As director of education at ICMA, he leads the development and promotion of training programs for global capital markets professionals. He’s held senior roles at UBS and the London Stock Exchange and brings deep industry insight into how education drives credibility, trust and growth in complex, regulated markets.
A managing partner in FINN’s Global Integrated Marketing Division, Elliott King has spent nearly 30 years working in digital marketing in various agency and consultancy roles serving clients across EMEA. He works especially closely with three teams of digital specialists at FINN: SEO, Paid Media and Social Media.
