Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS

#188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at Cohesity

Mon, 29 Jun 2026 09:00:00 +0100

As B2B technology companies scale, size often comes at the cost of agility. Processes calcify, buying cycles stretch, and marketing teams end up running up and down the stairs faster instead of building the elevator.

In this episode of the FINITE Podcast, Jodi Norris sits down with Carol Carpenter, CMO at Cohesity, to unpack what it really takes to market at enterprise scale without slowing down.

Fresh from Cohesity’s merger with Veritas, Carol shares the realities of integrating two large marketing organisations, building trust across cultures, and holding on to startup-style velocity inside a 5,800‑person business.

She explains how her team uses AI to redesign workflows – from translation and brand governance tools, to AI‑powered SDR outreach that doubles lead‑to‑meeting conversion. Along the way, she draws a firm line between what can be automated and what cannot: creativity, taste and strategic judgement.

Carol has been in technology marketing for most of her career, starting as a product manager at Apple. She enjoys scaling and transforming companies and has done that in leadership roles at VMware, Google, Apple, Trend Micro and now as CMO of Cohesity. Carol gives back through mentorship programs such as the HBS Women Entrepreneurship program and Monte Jade, an AAPI professional organisation.

Inside you’ll find…

How to merge marketing cultures without losing speed, trust or clarity
Where AI genuinely shortens a six‑month enterprise buying journey – and where humans must stay in the loop
A practical framework for lifting teams out of execution and into more strategic, high‑leverage work

Mini-episode: Big News at Finite!

Thu, 25 Jun 2026 11:00:00 +0100

We’ve got big news!

Over the past six years we’ve convened inspiring conversations with some of the most exciting names and brands in B2B tech. From interviews and meetups to full-day conferences, the Finite brand has grown into a trusted space for thoughtful conversations in B2B tech.… and we couldn’t be prouder!

You may be aware that throughout this journey we’ve been quietly backed by Clarity. Clarity is a senior-led global growth consultancy for technology brands that have outgrown agencies and fragmented partners.

Now, as we continue to grow and evolve, we want to make it more clear just how large a role Clarity plays in Finite’s story. And so we are now…

Finite by Clarity.

With a refreshed brand that reflects our growing ambitions, we’re able to bring higher quality content, exclusive podcast guests, and more insights to inspire your marketing strategy and career.

The newsletter and podcast will continue as normal, and you can find the new home of Finite on Clarity’s website, where you can still access our library of content.

We hope you’re as excited as we are for the new opportunities and horizons at Finite by Clarity.

Connect with our host, Jodi on LinkedIn - she loves at chat!

And check out the new home of Finite by Clarity for our library of episodes.

#187 - Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity

Mon, 08 Jun 2026 05:00:00 +0100

For high‑growth B2B tech brands, the next funding round or IPO is no longer just a financial milestone – it is a communications stress test. Investors are bringing AI‑driven tools, sharper scrutiny and higher expectations into every decision. The companies that win are those that can match strong numbers with a compelling, consistent story.

In this episode of the FINITE Podcast, Jodi Norris sits down with Liam McLaughlin, Managing Partner at Clarity Europe, to unpack how CMOs and marketing leaders can actively prepare for their next raise or listing through comms and marketing. They explore where tech investment is flowing today, why AI is fueling a renewed funding boom, and what it really takes to move from “interesting startup” to “serious international player” in the eyes of investors.

Liam breaks investor attraction down into three pillars: authenticity, narrative and AI visibility. He shares practical examples from an EV charging infrastructure client on the road to IPO, and a fintech brand using AI visibility programmes to show up consistently across search, executives, media and analysts – and, crucially, inside LLMs.

Liam has almost 20 years of integrated communications experience, working with global technology brands including Oracle, NetApp and EMC, as well as consumer names such as Canva, Clearscore and eBay. As Managing Partner of Clarity Europe, he has led communications strategies for brands navigating major funding rounds and public offerings across the UK and Europe.

Inside you’ll find…

How to build an authentic, investor‑ready brand story that goes beyond “AI‑washing”
A practical framework for aligning spokespeople, channels and proof points over a multi‑year funding journey
Why AI visibility is now a core stakeholder in investor relations – and how to measure and optimise it

#186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt

Mon, 18 May 2026 05:00:00 +0100

Many B2B technology brands are falling into the same trap: slapping the "AI-powered" label onto their solutions and hoping it acts as a differentiator. But when everyone claims the same capability, it becomes a baseline expectation rather than a competitive advantage. If your marketing feels like a constant uphill battle, the problem might not be your channels or tactics - it could be your foundational positioning.

In this episode of the Finite Podcast, Jodi Norris sits down with Matt Hodkinson to explore why positioning is the single most critical lever for sustainable commercial growth. They unpack the dangers of generic category labels, why simply caring more or having years of experience isn't enough to stand out, and how to build a commercial promise that deeply resonates with enterprise buyers. Matt explains why poor positioning is like a bad diet - no amount of marketing heavy lifting can outwork it.

Matt Hodkinson is the Co-Founder and CEO at Tylt, a specialist consultancy that helps technology firms and consultancies achieve category leadership. With a background in technology consulting and over a decade running a successful inbound marketing agency, Matt brings a unique, dual perspective to the structural challenges of go-to-market strategy. He now focuses entirely on helping businesses hone their differentiation and messaging to escape the sea of sameness.

Inside you’ll find…

Why treating AI as a differentiator is a critical mistake in today's homogeneous tech market.
The difference between surface-level messaging and deep, structural category leadership.
How to balance the need for search discoverability with the necessity of a polarising, standout brand identity.

#185 - Is SaaS Really Dead? AI Agents, Vibe Coding and Repositioning with Antony Cousins, VP Marketing at Meltwater

Mon, 27 Apr 2026 05:00:00 +0100

After a trillion‑dollar sell‑off in software stocks and the so‑called “SaaSpocalypse”, it is not just founders who are nervous - CMOs and marketing leaders are questioning the future of their products and positioning.

In this episode of the FINITE Podcast we sit down with Antony Cousins, VP Product at Meltwater, to interrogate the death‑of‑SaaS narrative head‑on. They unpack how investor decks, agentic AI and vibe‑coded tools like Claude Cowork have fuelled the story that AI will replace subscriptions.

Ant brings a rare perspective, combining a career in Ministry of Defence tech roles with frontline communications work in Iraq, Afghanistan and the Arab Spring, leadership in AI startups and now product leadership at Meltwater. He has spent the last decade at the intersection of AI, media intelligence and reputation.

If you are a B2B marketing leader wondering how AI will affect your revenue, this conversation will help you separate existential risk from lazy narrative – and design for growth, not just survival.

Inside you’ll find…

Why “SaaS is dead” is an oversimplified narrative – and where AI agents and vibe‑coded tools genuinely threaten software.
How data moats, long‑term memory and UX become the defensible edge in an AI‑native SaaS ecosystem.
What CMOs and agencies should change now: commercial models, junior hiring and how they collaborate with software providers.

#184 - Disruptive Technology, Adaptation and Hyper‑Growth with Caitlin Allen, SVP of Market and Chair at Simbe Robotics

Tue, 07 Apr 2026 05:00:00 +0100

B2B technology is shifting at an unprecedented pace. As traditional sectors grapple with supply chain pressures, shifting workforces, and the demand for personalisation, new frontiers like hardware-as-a-service and physical AI are moving from peripheral concepts to essential infrastructure. For marketers, the challenge is clear: how do you build a category and drive adoption for a disruptive technology that fundamentally changes how the world works?

In this episode of the FINITE Podcast, Jodi Norris sits down with Caitlin Allen to unpack the mechanics of category creation and how marketers can spot market signals, tipping points, and growth opportunities within emerging tech. They explore the nuances of marketing robotics, how to structure a team to create FOMO (fear of missing out) while helping buyers overcome their fear of messing up, and the structural forces reshaping B2B go-to-market motions.

Caitlin Allen is a seasoned marketing leader who has spent two decades building markets for transformative technologies before they are part of a P&L. She has helped scale category-defining companies across venture capital, deep tech, and consumer platforms—including serving on the executive teams that led Lyft through its IPO and Happy Returns to its acquisition by PayPal, as well as advising ambitious startups as a Partner at Andreessen Horowitz. She is currently the SVP of Market and Chair at Simbe, where she is pioneering Physical AI and bringing "Store Intelligence" to the $28T physical retail economy.

Caitlin shares her refined methodology for taking complex, multi-threaded sales cycles to market. She discusses how she conquered narrative homogeny in the robotics space, the five questions every buyer needs to answer during a paradigm shift, and how she integrates an intricate network of AI agents into her team’s daily operations - from persona-specific bots and Reddit monitors to leadership coaching agents.

If you want to understand how to position disruptive technology and orchestrate a category-defining marketing strategy, this conversation is a must-listen.

#183 - The 2026 CMO: AI, Smaller Teams and the New Rules of Marketing Leadership with Kat Wendelstadt, CMO at Electric Twin

Mon, 16 Mar 2026 05:00:00 +0000

The traditional CMO career path is disappearing. Senior marketers are now expected to be strategists and builders - able to vibe code landing pages, wire up automations, understand agents, and ship prototypes alongside leading teams and shaping narrative. So what does a successful marketing leader actually look like in 2026?

In this episode of the Finite Podcast, Jodi Norris sits down with Kat Wendelstadt to unpack how AI, economic pressure, and changing expectations are reshaping marketing leadership.

They explore why director and CMO roles are getting rarer, why salaries in some areas are dropping, and how AI is simultaneously shrinking team sizes and raising the bar for individual marketers.

Kat Wendelstadt is a seasoned go-to-market leader and startup advisor with a track record of scaling companies from early stage to billion-dollar valuations. A former GTM lead at Microsoft and three-time CMO, she has co-founded and advised ventures backed by investors including Sam Altman, Bill Gates, and the venture firm Founders Fund. She now leads marketing at Electric Twin, where she focuses on bringing its AI-driven synthetic audience technology to market.

Kat shares how she’s rebuilt her own skill set to stay ahead — from going deep on one AI platform, to building plugins and automations herself, to rethinking how and when to hire humans versus agents. She talks candidly about cognitive load, burnout risk, and why “having options” should be the north star of every marketer’s career.

If you want to stay employable (and in demand) as a modern marketing leader, this conversation is a must-listen.

#182 - Hyper-Personalisation, AI Ethics, and the Future of B2B Marketing with Dario Debarbieri, CMO at HCL Software

Mon, 02 Mar 2026 05:00:00 +0000

In this episode of the FINITE Podcast, Jodi sits down with the brilliant Dario Debarbieri, CMO at HCL Software. With a career at the intersection of marketing and AI, Dario offers a candid look at the Intelligence Economy and what it means for the modern B2B marketer.

We explore a world where artificial intelligence interacts with audiences in real-time, reading the sentiment of minute digital movements to deliver personalized content in exactly the right context. Dario explains why the traditional 4 Ps of strategy may now matter less than your data quality, and why marketers must evolve from artists into engineers to survive.

Key topics covered in this episode include:

The Intelligence Economy: Why data is the new oil and how to use the right tools to extract and refine it.
Marketers as Engineers: How the role of the marketer is shifting toward technical precision and data science.
Context is King: Moving beyond simple demographics to understand the situational context of your buyer.
The Ethics of AI: Navigating the fine line between helpful personalization and creepy intrusion (e.g., following a customer to their Alexa at bedtime).

Listen to the full episode to hear how hyper-personalization is setting companies apart and how you can prepare for a future where AI is the norm.

#181 - Scaling Millions in Community-Led Pipeline with Kris Rudeegraap, Co-Founder and Co-CEO at Sendoso

Mon, 09 Feb 2026 05:00:00 +0000

How do you turn organic excitement for your product into a structured engine that drives millions in pipeline and 71% higher account spend?

In this episode of the FINITE Podcast, Jodi sits down with Kris Rudeegraap, CEO and Founder of Sendoso, to peel back the curtain on their sophisticated community ecosystem. Kris breaks down how Sendoso manages four distinct community tiers - from power users to alumni - and the specific tech stack they use to automate "job-change" tracking for a 60% response rate.

What’s inside this episode:

The ROI of Community: How Sendoso attributes $7M in pipeline to personal advisory groups and why certified community members spend 71% more.
Automating Advocacy: How to use tools like UserGems to track when community members switch jobs and turn them into "warm" entry points at new companies.
Peer-to-Peer over Product Pitching: Why facilitating conversations between customers is more effective than any top-down marketing content.
Surprise & Delight: Using "life moment" gifting (babies, weddings, promotions) to bridge the gap between B2B transactions and human relationships.

#180 - Exploring Synthetic Data with Kate O’Keeffe, CEO and Co-Founder at Heatseeker

Mon, 26 Jan 2026 05:00:00 +0000

We’re all starting to hear about it, but what is synthetic data? Simply put, synthetic data is "fake" data that is mathematically manufactured to mirror the patterns and behaviours of real-world datasets.

For B2B marketers, this means using AI to create a digital "twin" of your customer base. Instead of waiting weeks for a survey to come back, you use a model trained on your existing customer calls, ads, and behavioural data to predict how an audience will react.

However, it isn't a silver bullet. Marketers need to be aware of significant concerns: the "rubbish in, rubbish out" risk (if your training data is biased, your AI will be too) and the danger of oversimplification, where nuance gets lost in statistical significance.

In this episode, Kate O’Keeffe, CEO and Co-Founder at Heatseeker, joins Jodi to explain how to navigate these challenges and put synthetic data to work. Kate walks us through how to maximise the effectiveness of your data to minimise risk in your decision-making. We explore the fascinating process of chatting with an agent that embodies your ideal target persona - learning their thoughts, feelings, and opinions on your brand as if they were in the room with you.

This conversation gets to the heart of how synthetic data can do truly immense things for large organisations, providing a unified perspective that aligns boards and teams. Kate and Jodi don’t shy away from the controversial bits, covering data quality, the "honesty" of AI personas, and how to handle rapid consumer shifts.

#179 - Designed Intelligence: Reimagining the B2B Marketing Workforce with Michelle Boockoff-Bajdek, CMO at Sitecore

Mon, 05 Jan 2026 05:00:00 +0000

How do you move from simply using AI to truly integrating it into your workforce? In this episode, Michelle Boockoff-Bajdek, CMO of Sitecore, introduces her philosophy of Designed Intelligence - the intentional choreography between human creativity and AI capability.

Michelle breaks down why the future of marketing isn't about chasing cost efficiencies, but about scaling empathy and connection. She shares how Sitecore is evolving its org charts into agile squads, the shift from personalised to "permissioned" marketing, and why curiosity is the most important skill for the modern marketer. Discover how to treat AI as a teammate rather than a tool to build deeper trust with your audience.

Inside this episode:

The Human-AI-Human Model: Why humans must lead the strategy, AI must accelerate the output, and humans must provide the final review.
Organisational Evolution: Moving from channel silos to agile squads supported by "AI teammates."
Permissioned vs. Personalised: How to maintain brand authenticity and trust in an era of industrial-scale synthetic media.
The Future of the CMO: Shifting from a campaign engine to a real-time experience engine.

#178 - The New B2B Influence Model: How to Drive Growth Through Genuine Advocacy with Andy Lambert, Principal Product Manager at Adobe

Mon, 15 Dec 2025 05:00:00 +0000

We often think of influencers as people with huge follower counts, but true influence happens at the micro-level, right where your customers and brand evangelists live. This is the realm of Personality-Led Growth, and it's where B2B marketing is headed, but we there's a lot of improvement needed beforehand.

On this episode of FINITE, we're joined by Andy Lambert, the entrepreneur who scaled ContentCal to 30,000 users before selling the business to Adobe.

Andy has a rare perspective, having seen influencer marketing from both the scrappy startup trenches and the massive enterprise scale:

Andy shares the costly mistake of misaligned paid media and how ContentCal pivoted to building genuine advocacy through Community-Led Growth and activating micro-evangelists. He explains how this approach doubled pipeline velocity and average sales price.
Now leading product at Adobe Express, Andy reveals how he tackles B2B influencer marketing at scale, moving past simple reach to buying creativity and deep integration. He breaks down their strategic partnerships with macro-influencers like Steven Bartlett to drive unaided brand awareness and embed the product directly into a creator's workflow.

If you're looking for practical advice on how to structure, manage, and measure your B2B influencer initiatives—shifting your focus from merely buying an audience to cultivating genuine advocacy and authority—this episode is a must-listen.

#177 - Mastering B2B Podcasts with Anne Feuss, President & Co-Founder at Pod People

Mon, 01 Dec 2025 09:00:00 +0000

This week, we get meta, discussing the strategy and execution behind high-impact B2B podcasts. Jodi speaks with Anne Feuss, Co-founder of PodPeople, an agency that produces top-ranking shows for clients like Google and HBO.

Anne offers actionable insights on how B2B brands can stand out in a noisy market. We cover key topics, including:

Finding the right host and hook to make technical content compelling.
The essential move from audio-only to video-first podcasting.
Tying content efforts to commercial impact and pipeline growth.

Learn the current trends B2B audiences demand and how to evolve your content strategy from basic to best-in-class.

#176 - Humanising B2B Brands to Stand Out in an AI Era with Deema Tamimi, VP Marketing at The Brief

Mon, 10 Nov 2025 05:00:00 +0000

Humanisation in B2B marketing almost feels like a buzzword.

But the sentiment behind it is growing increasingly important in a sea of B2B sameness fuelled by AI.

In this episode, learn what breaks through the slop, and what B2B customers now want to see from brands: Not just photos of your team on your 'About Us' page, but human soul, artistry, and love.

Hear from Deema Tamimi, VP Marketing at The Brief, who recently undertook a rebranding project that was fuelled with humanity.

#175 - Mastering LinkedIn Marketing with Steffen Hedebrandt, CMO and Co-Founder at Dreamdata

Mon, 27 Oct 2025 05:00:00 +0000

Steffen Hedebrandt, CMO and Co-Founder at Dreamdata, joins FINITE to share a contrarian growth playbook for B2B scale-ups.

We get into why “unserious” content (think memes and screenshots) drives serious pipeline, how to engineer organic LinkedIn that converts. Steffen breaks down connecting brand awareness to revenue with real signal, not vanity metrics - plus the experiments, frameworks, and attribution hygiene his team lives by.

Finally, Steffen shares his enlightening take on what it takes to win as AI overviews and LLMs reshape search.

If you’re done with cookie-cutter demand gen, this conversation gives you the edges: creative that compounds, measurement that actually matters, and an AI-native approach to search that most marketers are sleeping on.

#174 - Old School PR is the Key to B2B Growth in 2025 with Will Gardiner, VP of Marketing at Vertice

Mon, 13 Oct 2025 05:00:00 +0100

Will Gardiner, our guest today, has a theory: The tactics used in successful marketing today are based on the strong fundamentals of old school PR!

He’s got the experience to prove it. Will Gardiner is VP of Marketing at Vertice, the UK’s fastest growing scale-up in 2025. They’re growing fast, and it’s not just because of a good product or positioning.

Will’s approach to marketing prioritises high-quality, resonant thought leadership across all digital channels. He employs creativity, data, and emerging channels such as influencer marketing to achieve immense marketing impact.

You’ll learn from a marketer cracking the code for growth in 2025, with tactical tips for your own strategy.

#173 - PR x Digital Marketing: Winning B2B in the AI Era with Tom Telford, CDO at Clarity

Mon, 29 Sep 2025 05:00:00 +0100

In light of AI search, is SEO dead? Not so fast.

Clarity’s Chief Digital Officer, Tom Telford, joins FINITE to bust myths and bridge the gap between comms and marketing.

Drawing on lessons from the dot‑com era to today’s AI reality, Tom shows where CMOs and CCOs must lock arms, and where their functions should stay distinct.

Expect practical ways to align on metrics and budgets, and make PR, SEO, content, social and paid amplify each other.

Disclaimer: Clarity is the main sponsor of the FINITE Podcast.

#172 - Scaling a Brand Through Cross-Functional Alignment with Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks

Mon, 15 Sep 2025 05:00:00 +0100

For years, B2B leaders have preached the importance of breaking down organisational silos, yet true cross-functional alignment remains elusive for many. How do you move beyond theoretical collaboration to create a genuinely seamless customer experience where product, marketing, sales, and support all speak the same language?

In this episode, we're joined by Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, who oversees a diverse organization of 1,200 employees. Drawing on her extensive experience at tech giants like Microsoft, Amazon, and Adobe, Mika shares the blueprint behind Freshworks' transformative "uncomplicate" movement.

Discover how Freshworks uses this simple North Star to reduce friction across the entire customer journey.

Tune in to learn:

Why cross-functionality is essential to capitalize on innovations like AI search.
Tactics for building a shared "source code" for brand messaging across technical and commercial teams.
How to overcome the challenge of unlearning siloed behaviors and fostering a culture of mutual success.
Proof points for measuring the impact of alignment on customer satisfaction and employee engagement.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

#171 - Restructuring a Marketing Team for AI with Guy Marion, CMO at Chargebee

Mon, 01 Sep 2025 05:00:00 +0100

AI is significantly reshaping B2B marketing, potentially leaving you excited about the future of work or anxious about getting left behind . Either way, this episode aims to shed light on an AI-first marketing team - how to build one and how to operate in one.

You’ll hear from the highly entrepreneurial, Guy Marion, CMO at Chargebee, to unpack how he’s moving fast, and thoughtfully, on an AI-first strategy, including major team restructures and exciting workflows. Guy shares what has changed, what has improved, and how his team feels about the transition.

What you’ll learn:

How a CMO approached an AI-driven team restructure - what was enhanced, what was created, and why.
Practical ways AI increases marketing effectiveness across the funnel.
Tactics for driving adoption - onboarding, enablement, and change management.
What AI can't replace, and blending creativity with speed.
How to rethink workflows and metrics for an AI-collaborative future.

Note: We’re not advocating broad team restructures. Guy’s approach was designed for Chargebee’s specific context. Our goal is to give you a clear, candid look at an AI-first marketing team, so the future feels less scary and far more proactive.

#170 - Effective Partner Marketing with James Stacey, Principle Programme Marketing Manager at Red Hat

Mon, 21 Jul 2025 05:00:00 +0100

In an age of uncertainty, deepfakes and false promises, referrals stand out as a key marketing channel for B2B brands. Partner marketing is an effective strategy to grow new business and gain trust with your audience.

James Stacey is the Principle Programme Marketing Manager at Red Hat, where he leads their partner marketing strategy as well as their AI and partnerships development. James takes us through the benefits of partner marketing, how it all works, the different kinds of partnerships, and how to create an ROI driven partner marketing programme that builds mutually beneficial relationships.

#169 - The Marketing Priorities of a Global Enterprise in 2025, with Rebecca Stone, SVP, Revenue Marketing at Cisco

Tue, 08 Jul 2025 12:00:00 +0100

Get an inside scoop into the marketing priorities of global enterprise, Cisco. Their fearless leader, Rebecca Stone, comes on the podcast to discuss her approach to data, and their ambitious project to integrate all internal data sources into a unified platform for every team.

We also discuss Rebecca’s unique approach to team structure, where a unique matrix ensures a high level of productivity all of the time.

#168 - How political ideologies affect B2B buyer behaviour, with Chris Peterson, Co-Founder of Lifemind AI

Mon, 23 Jun 2025 05:00:00 +0100

Are your customers conservative or liberal? And does it matter?

Yes!

Political ideology is a key representation of someone’s values, behaviour, and worldview. These are all things that influence buying decisions significantly, even in B2B.

Your company exudes values that align with right or left leaning politics, and you probably don’t even know it.

This fascinating episode with Chris Peterson is packed with insights that will help you level up your marketing strategy.

Key takeaway: Political ideology should be a key factor in your buyer persona maps. It represents your audience much more than gender, age, or sector!

You can ask Chris further questions by connecting with him on LinkedIn: https://www.linkedin.com/in/chrispetersonsf/

Make sure to check out his marketing insights company: https://www.lifemind.ai/

And grab his book here: https://redandblue.substack.com/

#167 - Six Acquisitions in Six Years with Valeria Bouchoueva, Customer Marketing Manager at S&P Global

Mon, 26 May 2025 05:00:00 +0100

After a short break, the FINITE Podcast is back with a must-listen episode!

This week, we hear from Valeria Bouchoueva, a marketer who’s been through an incredible six acquisitions in six years while at Rizing, an SAP partner. Valeria shares practical lessons learned, mistakes to avoid, and the key metrics that drive successful acquisitions.

Whether you’re facing an acquisition or just curious about what happens behind the scenes, tune in for real-world insights and honest advice from someone who’s been there.

#166 - Growing a team with Johnathan Grzybowski, Founder of Penji

Mon, 14 Apr 2025 05:00:00 +0100

In this interesting episode, we sit down with Johnathan Grzybowski, the visionary founder of Penji, an on-demand design service. Johnathan shares his journey of growing and leading a dynamic team in a new tech category.

We delve into the impact of artificial intelligence on graphic design, exploring both opportunities and challenges it presents.

The conversation then shifts to the importance of aligning your team with clear metrics. We question the objectivity of these metrics and discuss strategies to ensure they truly reflect success.

Whether you’re a team leader or a business leader, this episode is packed with valuable insights and thought-provoking ideas.

#166 - Neuroscience, AI, and Product Innovation with Benjamin Bargetzi, Europe’s leading AI/brain interaction expert

Mon, 24 Mar 2025 05:00:00 +0000

In this episode, Jodi talks to Benjamin Bargetzi, a leading expert in AI and brain interaction, about the convergence of neuroscience, artificial intelligence, and product innovation.

They explore how these advancements are influencing marketing strategies and the development of SaaS platforms. Benjamin shares his insights on the future of platforms, shifts in buyer behavior, and the impact of technological innovation on the industry.

Find Benjamin's book here.

#165 - Four stages of B2B tech growth with Miruna Dragomir, CMO at Planable

Mon, 10 Mar 2025 05:00:00 +0000

In this episode, we dive into the remarkable journey of Miruna Dragomir, the pioneering marketing force at Planable. From being the first marketing hire to steering the company through three significant growth stages—and a fourth in progress—Miruna's story is one of resilience and transformation.

Miruna candidly shares the challenges she faced at each stage of growth, the innovative strategies she employed to overcome them, and how these experiences reshaped her approach to marketing. Whether you're in the midst of scaling your business or looking for fresh perspectives, Miruna's journey offers valuable lessons for marketers at all levels.

Tune in for a dose of inspiration and practical wisdom that will inform your perspective!

#164 - Fuelling Growth with Market Intelligence, with Steven Stano (Morgan Stanley) and Zach Golden (Anova Consulting)

Mon, 17 Feb 2025 05:00:00 +0000

Stand out in a competitive market with market intelligence insights.

On this episode, we're joined by Zach Golden and Steve Stano, the dynamic duo behind Morgan Stanley's market intelligence program, to explore how market intelligence can be the key to your growth strategy.

Discover how leveraging market insights can propel your business forward and provide a competitive edge. Zach and Steve share their expertise on gathering and interpreting critical data, offering valuable perspectives that can help you navigate and thrive in your industry.

#163 - Is this the next evolution in B2B marketing? With Ari Capogeannis, Director of Revenue Marketing at NVIDIA

Mon, 03 Feb 2025 05:00:00 +0000

Get insight into the next evolution in marketing with Ari Capogeannis, Director of Revenue Marketing at NVIDIA.

Ari shares his sophisticated, yet simple, approach to marketing that revolutionises what marketing can offer to an organisation. You’ll learn how AI and data analytics are transforming marketing from a traditional practice into the data heart of businesses.

Gain cutting-edge insights on aligning sales and marketing and making impactful forecasts using data.

Whether you've got a team of 2 or 50, a budget of £10 or £1m, this episode promises to enlighten and inspire, offering practical takeaways for teams of all structures.

#162 - How to think about marketing strategy with Colin Lewis

Mon, 30 Dec 2024 05:00:00 +0000

This episode provides a breakdown of strategy - how to think about strategy to get internal support and ensure marketing success.

Jodi and Colin discuss the power of language, the art of persuasion, and tips to using language to better persuade.

#161 - Prediction or fiction? Jodi on which 2025 B2B marketing forecasts matter

Mon, 09 Dec 2024 05:00:00 +0000

On this special episode of the FINITE Podcast, you'll hear from our regular host, Jodi Norris.

After sifting through the abundance of B2B marketing predictions that arise at the end of each year, Jodi shares her critical thoughts - the predictions she thinks we should take seriously, and the ones we should take with a pinch of salt.

You can connect with Jodi here.

And the links she mentioned are here:
95/5 in market / out market rule
LinkedIn comedian Ken Cheng

#160 - Why you should be thinking about digital accessibility with Jennifer Griffin Smith, CMO at Acquia

Mon, 25 Nov 2024 06:00:00 +0000

Dive into the crucial topic of digital accessibility with expert insights from Jennifer Griffin Smith, CMO at Acquia.

Discover how a lack of accessibility on your website could be impacting your business, potentially slashing conversions by 17%.

Jennifer shares her invaluable knowledge on improving website accessibility and offers practical tips to enhance the overall customer experience.

Tune in to learn how accessible design can drive revenue growth and customer satisfaction.

Head here to watch our webinar on measuring the commercial impact of B2B content: https://youtu.be/b2FivN9H09U

#159 - Choosing an agency: Are you settling for less? With Rachel Gilley, CEO at Clarity

Mon, 11 Nov 2024 05:00:00 +0000

Do you ever wonder whether your agency is the right fit?

Or are you looking for a new agency at the moment?

This episode will help teach you what great client service looks like, and what you should expect from your agency partnerships.

It’ll give you a checklist for success, to help you decide whether your agency is working, and how to decide between agencies from their pitch.

Jodi spoke to Rachel Gilley, CEO at Clarity, a global marketing and communications agency that works with leading tech brands. Chosen by visionary companies worldwide, they enhance reputation, create impact, and drive growth.

Clarity is a sponsor of the FINITE community.

#158 - Challenger brand communications with Valentina Kristensen, Corporate Affairs Director at OakNorth Bank

Mon, 28 Oct 2024 05:00:00 +0000

Valentina Kristensen is Corporate Affairs Director at OakNorth Bank, a fintech challenger that has rapidly grown into a financial legacy. With firsthand experience from OakNorth's early days, Valentina shares her journey of joining the company and how her role has evolved as the bank has scaled.

Valentina offers valuable advice for those starting their careers and insights into how startups can effectively grow. She also provides her perspective on the future of fintech, drawing on her extensive experience in the industry.

#167 - Making B2B marketing more objective, with Steve Stano, Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing

Mon, 14 Oct 2024 05:00:00 +0100

In this episode of the FINITE Podcast, we're joined by Steve Stano, Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing. Steve brings a wealth of experience and insights on B2B marketing's role in driving growth and how to transform the perception of marketing among executives.

We explore several key topics with Steve:

The importance of making marketing more objective to overcome existing challenges.
How Steve has helped shift the perspective of marketing at Morgan Stanley
The relevancy of vanity metrics and how to communicate their value to executives when they don't show hard ROI.

The views and opinions expressed in this episode are those of Steve Stano and do not reflect the official policy or position of any affiliates.

#156 - Demand generation and other fake B2B tactics with Dale Harrison, Marketing Consultant

Mon, 30 Sep 2024 05:00:00 +0100

In this special extended episode of the FINITE Podcast, we hear from Dale Harrison, a renowned marketing consultant and LinkedIn thought leader. Dale has built a significant LinkedIn following by grounding marketing in academia and finance, and by examining how marketing can effectively influence and create meaningful associations between brands and their audiences.

Today, we tackle one of Dale's provocative viewpoints: the idea that demand generation is a fraudulent term. Dale explains why he believes demand generation doesn’t actually exist and how this term can lead marketing strategies in a misleading and damaging direction.

Dale also tackles:
- The myth of lead scoring
- Why ad retargeting doesn't work
- How brands actually win market share

Join us for this thought-provoking discussion that challenges conventional wisdom. This longer episode allows Dale to share his insights and ideas in full, offering you a chance to rethink your philosophy of marketing.

#155 - The Perfect B2B MarTech Stack with Philippe Ruttens, CMO at Tyk

Mon, 16 Sep 2024 05:00:00 +0100

In need of a new tool? How do you know if your current ones are working? Do you have too many tools and need to get rid of some?

This episode with Philippe Ruttens, CMO at Tyk, gives a full rundown on MarTech.

You’ll learn:

A bare bones MarTech stack every marketer needs
How MarTech stacks change as you scale
How to decide whether certain tools are worth it
How many tools you need at any one point

For the LinkedIn post Philippe mentioned, see here.

FINITE nor Philippe have any partnerships or affiliations with the vendors mentioned in this episode and its supporting articles.

#154 - How to make time for strategy with Juliette Aiken, CMO at Dotdigital

Mon, 02 Sep 2024 05:00:00 +0100

If you're finding it challenging to manage marketing tasks, teams, and leadership responsibilities, this episode of the FINITE Podcast is for you. In this episode, we delve into the crucial role of strategy with Juliette Aiken, CMO at Dotdigital.

Juliette offers her perspective on what strategy really means, who should be responsible for it, why it often gets overlooked, and practical steps you can take to prioritise and develop an effective strategy.

By the end of this episode, you'll have actionable advice on how to ensure strategy remains a focal point in your marketing efforts and how to foster strategic thinking within your team.

#153 - Myth-busting Acquisition vs Retention with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute

Mon, 12 Aug 2024 00:00:00 +0100

In this FINITE Podcast episode, we aim to challenge the prevailing thoughts held by many B2B marketing professionals, backed by research from the renowned Ehrenberg-Bass Institute. We’ll uncross your wires around customer loyalty, net-promoter score, and price sensitivity.

Jodi speaks with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute, who shares insights from his extensive research into whether B2B businesses should prioritise acquisition or retention.

#152 - Should B2B marketers fear cookie deprecation? With Nohar Zmora, VP Brand and Strategic Marketing at Kaltura

Mon, 29 Jul 2024 05:00:00 +0100

In this episode of the FINITE Podcast, we dive into a topic that's on everyone's mind: Google's upcoming 'cookie depreciation' happening this January. With the imminent loss of access to third-party Google data, many B2B tech marketers are understandably concerned about the impact on their strategies.

Join us as we explore this update in depth, uncover what it truly means, and most importantly, reveal how marketers can effectively adapt. Our guest, Nohar Zmora, VP Brand and Strategic Marketing at Kaltura, shares invaluable insights on the history of data privacy, past adaptations by marketers, and actionable strategies for the future.

Whether you're looking for a comprehensive understanding of cookie depreciation or seeking guidance to navigate this new era of data privacy, this episode is packed with expert perspectives to help you thrive.

#151 - How to leverage customer data with Jim Turner, SVP of Customer Experience at Exclaimer

Mon, 08 Jul 2024 05:00:00 +0100

In this episode of the FINITE Podcast, learn about the power of customer data. We discuss when to start collecting it, who should own it, and how to use customer data to fuel a B2B growth strategy.

Our guest is Jim Turner, SVP of Customer Experience at Exclaimer. He shares his impressive insights and experiences in growing B2B tech companies through the strategic use of customer data.

Jim’s sentiment is clear: Product-market fit and early stage growth is not enough. You need to rely on customer data to evolve your company, expand services, acquire new customers, and of course, keep your current customers happy and hungry for more.

#150 - Reinventing Marketing with Bruno Bertini, CMO at 8x8

Mon, 24 Jun 2024 05:00:00 +0100

Bruno Bertini, CMO at 8x8, shares insights into the marketing reinvention currently happening at 8x8.

Learn about the impact of culture in a marketing team, ways to strengthen marketing's influence within organisations, and approaches to branding complex tech products.

With 8x8's established history of innovation, this episode offers a fascinating insider's view on their latest transformations. Tune in for expert perspectives and actionable takeaways!

#149 - A guide to creativity in B2B marketing with Jamie Buxton, Global Senior Director of Marketing at WEX

Tue, 28 May 2024 05:00:00 +0100

We all know creativity doesn’t come in a box. In fact, it famously comes outside the box! Creativity needs to be fostered, cultivated and encouraged within organisations if they want their brand to relate to audiences and stand out.

On this episode of the FINITE Podcast you’ll hear from an incredible marketing leader, Jamie Buxton, Global Senior Director of Marketing at WEX.

You’ll learn:

What creativity in marketing should look like
How to cultivate a culture of creativity
How to manage stakeholders expectations of process vs. creativity
How to manage a balance between creativity and process

#148 - Staying focused on B2B marketing objectives, with Kathryn Thomas, EMEA Marketing Director at Box

Mon, 13 May 2024 05:00:00 +0100

We’ve all been there. A ping on Slack from sales, or an email from the board with their new ideas. How much do these opportunities, or distractions, keep your marketing team and your business from focusing on north star goals?

Maintaining a strong focus on objectives can be an uphill battle in B2B tech. But Kathryn Thomas, EMEA Marketing Director at Box, has refined an approach to strategy, and sales and marketing alignment, that keeps everyone headed towards ARR objectives.

In this episode, you’ll learn how to deal with marketing distractions. Be prepared to reevaluate strategic priorities, and have hard conversations about commercial viability.

#147 - B2B Influencer ≠ Thought Leader with James Baldwin, Head of Influence, Asia at Ogilvy

Mon, 29 Apr 2024 05:00:00 +0100

B2B influencer marketing means more than sponsored posts from linkedIn thought leaders.

On this FINITE Podcast episode Jodi spoke to James Baldwin, Head of Influence Asia at Ogilvy, to hear his innovative take on influencer marketing in 2024.

Learn how the creator economy is growing and developing, to bridge the gap between B2B brands and digital savvy consumers.

#146 - All roads lead to product marketing, with Priya Gill, VP Product Marketing, Web Strategy & Global Experience at SurveyMonkey

Mon, 25 Mar 2024 05:00:00 +0000

Priya Gill is the queen of product marketing. Kicking off her career at HP as a global product marketing manager, Priya has risen through the ranks of tech at Box, and now Surveymonkey. She is now VP Product Marketing, Web Strategy & Global Experience.

With a job title so expansive, this episode dives into the fundamentals of product marketing, and how PM can inform a highly successful, multi-channel strategy.

#145 - Career growth secrets with a CMO with Allison MacLeod, CMO at Flywire

Mon, 26 Feb 2024 05:00:00 +0000

Whether you’re eyeing up that CMO position, want to start leading a team, or are looking for your next tech company, this FINITE Podcast episode is for you.

Allison MacLeod shares her inspirational career journey, how she took advantage of opportunities, found the right companies and leveraged mentors and advocates to get to where she is now - CMO at leading tech company, Flywire.

Learn how to take your career by the horns, spot opportunities, and grow your personal arsenal of marketing skills.

#144 - Aligning with sales for full-funnel attribution with Mitali Israni, Marketing Director at Medallia

Mon, 12 Feb 2024 05:00:00 +0000

Do you know how sales and marketing alignment can achieve full marketing attribution? If not, feast your ears on this fantastic FINITE Podcast episode.

We’re joined by Mitali Israni, Marketing Director at Medallia, who shares her secrets to achieving full multi-touch attribution. We also cover ABM, cookie-less tracking, AI and the death of sales, and how these impact attribution.

This is our first video podcast! Watch it here: https://www.youtube.com/watch?v=j26Cqx1aHdk

#143 - Product-led growth vs brand with Nicola Hamilton, VP Marketing Brand and Communications at GoCardless

Mon, 08 Jan 2024 05:00:00 +0000

How does your marketing strategy find the balance between product and brand? B2B tech businesses often enter markets and try to grow through PLG. This does work, but oftentimes growth is slowed by a neglect of brand strategy.

On this episode of the FINITE Podcast you’ll hear from Nicola Hamilton, VP Marketing Brand and Communications at GoCardless. GoCardless is a hugely successful B2B fintech with a strong brand strategy built over 13 years. As their marketing communications leader, Nicola shares her approach to brand, and the distinction she’s noticed between brand and product-led growth.

You’ll gain inspiration and insight as to how to balance the two.

#142 - What customer-centricity actually means with Simeon Lando, CMO at FORM3

Mon, 18 Dec 2023 05:00:00 +0000

We’ve all heard the term ‘customer-centricity’ amidst LinkedIn posts and the webinar invitations in our inboxes. But what does customer-centricity actually entail? And how can B2B marketers demonstrate this to both stakeholders and customers?

Jodi was honoured to host Simeon Lando on this FINITE Podcast. Simeon is the CMO at FORM3, a next-level B2B fintech driving the future of the payments industry. He’s had a long and successful career in marketing, formerly at titans like PayPal and Barclaycard, to fast-paced fintechs like Refinitiv and Finastra.

Learn how Simeon approaches his marketing with customer-centricity, and emphasises the importance of research and relationships, with the success stories to prove it.

#141 Your ideal marketing team structure with Eric Thum, Head of Marketing at VTS

Mon, 04 Dec 2023 05:00:00 +0000

This episode is set to inspire the structure of your marketing team, whether small, medium or colossal.

Our guest, Eric Thum, Head of Marketing at VTS, was a winner of our FINITE 30 this year as he has led the marketing for one of the fastest-growing B2B SaaS companies in 2023. You’ll get an inside scoop into how he’s achieved this - through an integrated team structure, aligned metrics and more.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#140 Why Chief Marketing Officers should be left in 2023 with Jennifer Griffin Smith, Chief Market Officer at Acquia

Mon, 20 Nov 2023 05:00:00 +0000

If you’ve read the title, let us clarify. No, marketing is not dead. If anything it’s more important now than ever. What we mean by the title is that what marketing is and what it should do is shifting.

On today’s podcast episode, we heard from a true pioneer in the space: Jennifer Griffin Smith, Chief Market Officer at Acquia.

In the first half of the episode, Jennifer tells us the distinction between a CMO and Chief Market Officer, which is one that has drastic positive effects across a tech organisation. In the second half, Jennifer gives her take on what B2B tech marketers should all be thinking about next, and B2B trends set for 2024.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#139 - The changing shape of SEO with Erika Varangouli, Head of SEO Branding at Semrush

Tue, 31 Oct 2023 05:00:00 +0000

The SEO and content landscape is shifting. As marketers we all see it, and feel it.

On this FINITE Podcast, we’ll let you know how to adapt to these shifts, where SEO should fit in the wider business function and how brand gets involved.

We heard from the expert of experts, Erika Varangouli, Head of SEO Branding at Semrush. Semrush is the leading online visibility platform, and Erika leads their SEO community. Suffice to say she knows a lot about the subject. So enjoy!

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#138 - B2C marketing for B2B Enterprise Audiences with Nathan Rawlins, CMO at Lucid Software

Mon, 02 Oct 2023 05:00:00 +0100

The lines between B2C and B2B are blurring, it's a fact. But the stereotypes of stiff, business-like, suited-up enterprise customers prevail. On this FINITE Podcast episode, our guest, Nathan Rawlins, rejects these stereotypes and believes enterprise audiences respond well to B2C tactics all-the-same.

As CMO at Lucid Software, a leading visual collaboration suite, Nathan has his mind on the entire customer lifecycle and a full range of customer segments. This experience lends itself to the topic, as his strategic approach is full of experimentation and creativity.

Listen to learn his successes and challenges that arise when adopting this mindset.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#137 - Marketing to audiences who hate marketing with Davor Kolenc, Head of Growth at Treblle

Mon, 18 Sep 2023 05:00:00 +0100

As audiences grow increasingly skeptical of brands and tired of seeing ads, how can marketers market to people who hate marketing?

This episode goes through Davor Kolenc's experience as Head of Growth at Treblle, and how he has successfully grown the brand in the DevTech space. Jodi and Davor cover tips for building trust, which channels to avoid and when sly tactics enter into manipulation.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#136 - Is your SaaS product ready to be a platform? With David Burnand, CMO at Staffbase

Mon, 11 Sep 2023 05:00:00 +0100

From Adobe to Staffbase, David Burnand is the expert in SaaS product evolution.

On this episode, Jodi and David discuss when a SaaS product is ready to become a platform, if it ever will be, and how that evolution should be led by strategic marketing.

For our more junior listeners, we start the conversation by outlining what's the difference between a SaaS product and a SaaS platform.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#135 - How to prepare for AI in the workplace with Rob McCargow, Technology Impact Leader at PwC

Mon, 04 Sep 2023 05:00:00 +0100

This FINITE Podcast will help you demystify the challenges and uncertainty around AI in the workplace, as Jodi spoke to the incredible Rob McCargow, Technology Impact Leader at PwC.

Their conversation spans ethics, regulation and the future of the workforce. Rob spends a lot of his work-life educating C-Suite execs in companies worldwide on how they can tackle challenges that arise when businesses utilise artificial intelligence, so you'll gain his insider knowledge on this as well.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#134 - Marketing an AI product with Ben Slater, SVP Marketing at Beamery

Mon, 28 Aug 2023 05:00:00 +0100

This FINITE podcast episode is set to teach you how to successfully amplify and gain high ROI on your AI product or AI integration.

Alex was delighted to interview Ben Slater, SVP Marketing at Beamery, a leading HR tech platform that has just announced the release of its new AI product TalentGPT.

Listen to learn:

Go-to-market strategies
How to break through the noise
How to evolve an AI product to meet the needs of customers

#133 - Building trust with wary B2B audiences with Philipp Blankenagel, VP Marketing and Communications at re:cap

Mon, 21 Aug 2023 05:00:00 +0100

In an increasingly competitive market, and with increasingly skeptical consumers, brand trust could be the make or break in your organisation's success.

This episode features Philipp Blankenagel, VP Comms and Marketing at re:cap. Philipp is entrenched in the European FinTech scene where companies can't get off the ground without immense trust from their customers. So listen to gain tips on building trust with your audience, and keeping it.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#132 - Marketing strategies in high-pressure environments with Edgar Rouwenhorst, ex CMO at Mollie, iZettle and Superb

Mon, 07 Aug 2023 05:00:00 +0100

This FINITE Podcast episode is for those high-level thinkers - those listeners looking to think top-level about how their marketing organisation responds and engages with pressure, both economic, internal or otherwise.

We're joined by Edgar Rouwenhorst, a successful CMO who has grown many leading tech companies, like Mollie, iZettle and Superb. His opinions will lead you to think about conventional approaches from a new perspective, with tangible takeaways for your own strategy.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#131 - How marketing should influence product development with Stephanie Steggehuis, Chief of Growth at Compleye

Mon, 31 Jul 2023 05:00:00 +0100

Marketing and product, product and marketing. Two peas in the same pod... ideally!

Hear from Stephanie Steggehuis, Chief of Growth at Compleye. Compleye are a budding startup with high growth ambitions, led by a great product. On this episode, Stephanie shares how they've built their product by aligning it with their brand, and most importantly, their audience.

Learn tips on:
- How to feed into product development as a marketer
- Where to get the right data that informs your product development
- How to keep evolving your product to better suit customer expectations

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#130 - Unexpected, growth-boosting B2B tactics with Chris Cunningham, Head of Influencer Marketing at ClickUp

Mon, 17 Jul 2023 05:00:00 +0100

You've heard of B2B marketing outside of the box, but how about B2B marketing outside of the stratosphere?! On this episode of the FINITE Podcast, Chris Cunningham, Head of Influencer Marketing at ClickUp, shares his unexpected, and highly fruitful, B2B tactics.

As we recorded the episode at The Next Web Conference, where the theme was 'Reclaim the future', Chris' approach gives us insight into what the B2B marketing space might look like next.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- 93x: the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.
- And Exclaimer: the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.

#129 - Creating buzz for B2B events with Cordula Pfluegl, Marketing Director at TNW

Mon, 10 Jul 2023 05:00:00 +0100

This is the first of five incredible podcast episodes from The Next Web Conference, which our Community Manager, Jodi, attended last month to record with some of the brightest marketers at leading tech companies.

The episode is with Cordula Pfluegl, Marketing Director at TNW, who shared her secrets as to how she created such a big buzz for TNW, gaining their largest and most vibrant group of attendees yet. (She even had the President of The Netherlands at the opening ceremony!)

Listen to get tips on creating a buzz for your events, product launches, announcements and more.

Check out Cordula's newsletter here for marketing tips!

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#128 - The future of search in B2B marketing with Kate Cox, CMO at BrightBid

Mon, 26 Jun 2023 05:00:00 +0100

Kate Cox, CMO at BrightBid, believes the playbook of B2B marketing will stay largely the same as technology advances. Search, as one of our more traditional channels, isn’t going anywhere even as the shape of search marketing changes with new formats and algorithms that impact how users interact with it.

Listen to learn her tips for using search in the world of ChatGPT and new search pages.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#127 - How to utilise ABM roundtables for B2B SaaS growth with Sarah McCredie, Director of Product Marketing at Recurly

Mon, 12 Jun 2023 05:00:00 +0100

Roundtables are the perfect tactic to add value across the customer lifecycle. You just can't replicate such quality conversation and deep connections in any other event format.

On this FINITE Podcast episode, Sarah McCredie, Director of Product Marketing at Recurly, outlines her approach to roundtables - Who to invite, where to host and what to talk about.

The FINITE Podcast is made possible by:
- Clarity: the fast growing, global marketing communications agency working with leading technology brands.
- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#126 - Align sales and marketing to ensure the successful repositioning of a B2B SaaS brand, with Inbar Yagur, Dir. Content and Product Marketing at Lusha

Mon, 29 May 2023 05:00:00 +0100

On this podcast episode, learn how Inbar Yagur, Dir. Content and Product Marketing, repositioned Lusha's brand for better B2B marketing success. To do this, she employed exercises in sales and marketing alignment to bring both teams on board.

Throughout their planning phase of the project, she took both teams' understanding of sales and marketing data to inform their new Ideal Customer Profile. And once formed, she took time to educate both sales and marketing on their new target audience and strategy.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#125 - The Digital Revolution was Just the Beginning: AI is the Future of Marketing with Vince Howard, Senior Fintech and Web3 Marketing Leader

Mon, 15 May 2023 05:00:00 +0100

Vince Howard is a Senior Marketing Leader working in the FinTech and Web3 space. He joins FINITE podcast host Alex Price to tell his story of entering the marketing world, his growth journey to becoming a marketing leader and offers his perspective on how AI may change the marketing landscape.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#124 - Building a world class marketing team with Caitlin Allen, VP of Marketing at OpenComp

Mon, 17 Apr 2023 07:00:00 +0100

On this week's episode, our host Alex Price is joined by Caitlin Allen, VP of Marketing at OpenComp. Listen as they discuss building high performance marketing teams based on Caitlin's vast experience in the marketing industry working in a variety of B2B businesses and team structures.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#123 - How marketing & finance can collaborate with Rowan Tonkin, CMO at Planful

Mon, 03 Apr 2023 06:00:00 +0100

On this week's episode, our host Alex Price is joined by Rowan Tonkin, CMO at Planful. The topic of conversation is how marketing & finance teams can collaborate to achieve the outcomes that ultimately, everyone wants!

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

Support the show

#122 - Why product led growth? with Shanee Ben-Zur, Chief Marketing & Growth Officer at Crunchbase

Mon, 20 Mar 2023 06:00:00 +0000

Join FINITE podcast host Alex Price and guest Shanee Ben-Zur, Chief Marketing & Growth Officer at Crunchbase as they discuss Shanee's love of product led growth, how PLG can vary in different companies and what PLG success looks like.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#120 - Growing long term demand with Carol Howley, CMO at Exclaimer

Mon, 20 Feb 2023 06:00:00 +0000

Join FINITE podcast host Alex Price and Chief Marketing Officer of Exclaimer, Carol Howley, as they explore how to go about building long term, sustainable demand for a B2B tech brand, with a focus on revenue generation, not just counting leads.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#119 - To Attribute, or Not to Attribute with Amrita Mathur, VP Marketing at Superside

Mon, 06 Feb 2023 05:00:00 +0000

In this episode of the FINITE Podcast we hear from Amrita Mathur, VP Marketing at Superside. Amrita shares her perspectives on a topic all B2B marketers love to talk about - attribution! And it's fair to say that Amrita's perspective may offer a different and potentially refreshing change from the norm. Maybe investing so much time and energy in attribution isn't worth it after all...!

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#118 - Content marketing for demand generation with Thomas Peham, VP Marketing at Storyblok

Mon, 23 Jan 2023 04:00:00 +0000

In this episode of the FINITE Podcast we'll be exploring content marketing within demand generation with Thomas Peham, VP Marketing at Storyblok. We'll be covering how content marketing fits into Thomas's 2023 marketing strategy, how B2B marketers can get started with content marketing on a limited budget and what Thomas is most excited about in 2023.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#117 - Marketing complex B2B products with Martha Aviles, VP of Marketing at Talroo

Mon, 09 Jan 2023 05:00:00 +0000

Martha Aviles is VP of Marketing at Talroo and has spent a big part of her career helping to market complex products to technical buyer personas. Join us as we dive into her background and experiences.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#116 - B2B marketing in Web3 with Luigi Congedo, Epoch Partners and Rachael Berkey, Clarity

Mon, 19 Dec 2022 05:00:00 +0000

On this episode of the FINITE podcast hear from Web3 trailblazers on how to reach and engage new B2B audiences. Luigi Congedo Managing Partner at Epoch Partners and Rachael Berkey VP Social Strategy at Clarity, discuss the exciting intersection of Web3 and B2B marketing.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#115 - B2B marketing with a commercial mindset, with Oliver Pilgerstorfer, CMO at IFS

Mon, 05 Dec 2022 05:00:00 +0000

If you haven't heard of IFS, they're one of the largest and fastest-growing B2B software companies in the market, so we're honoured to have Oliver Pilgerstorfer, CMO, on this episode of the FINITE Podcast.

Oliver shares his journey at IFS so far, what changes he's enacted in terms of brand and demand gen, and more generally, how he's retained a commercial mindset to drive tangible growth against ambitious objectives. Plus, listen to learn why IFS decided to sponsor the London Cable Car as one of their best branding endeavours yet!

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#114 - Marketing innovative products with Dario Perez, Sr Global Product Marketing Manager at Expedia

Mon, 21 Nov 2022 05:00:00 +0000

This episode is for all B2B marketers who have an undisputedly incredible product. One that cuts through mainstream technology products and questions longstanding legacy systems.

Dario Perez, Sr Global Product Marketing Manager at Expedia Group, shares his take on marketing these products, including content, customer segmentation, funnel marketing and starting with research-backed positioning.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#113 - Ecosystem marketing for better alignment with Allison Munro, Chief Marketing and Ecosystem Officer at Vena

Sat, 05 Nov 2022 05:00:00 +0000

B2B organisations are often inhibited by silos between their teams. One way to conquer this challenge is by building an ecosystem within which your employees can thrive, support each other and collaborate with clear communication and shared goals.

On this episode of the FINITE Podcast, Allison Munro, Chief Marketing and Ecosystem Officer at Vena, shares how she has turned her organisation into a thriving ecosystem, aligning sales, marketing, finance and other teams for a better culture, and better business performance.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#112 - Sales and marketing alignment from a commercial perspective with Mieke Doornbos, VP of Sales and Marketing at MIMETAS

Mon, 24 Oct 2022 05:00:00 +0100

On this FINITE Podcast episode, Alex and our guest, Mieke Doornbos, discuss the collaboration between marketing and sales for B2B tech growth.

At the time of recording, Mieke was the Commercial Director at MIMETAS, a biotechnology company looking to engineer diseases for scientific testing. With a highly technical product and a remote team, she shares how she rids the gaps between sales and marketing in her organisation.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#111 - An honest account of being a CMO, with Tom Furr, CMO at DISCO

Mon, 26 Sep 2022 05:00:00 +0100

This episode of the FINITE Podcast is an honest, transparent conversation with a young, ambitious B2B tech CMO, who accredits his success to three personal attributes: ambition, energy and importantly, humility.

Tom Furr, currently CMO at legal-tech DISCO, has risen to B2B leadership from a background in brand. Despite having not gone to uni, and dropping out of school at 16, Tom's approach to business is one of learning; learning from other leaders and learning from his team.

Listen to the episode to hear how Tom feels being the youngest exec in the boardroom, while leading an ambitious marketing team from an office bigger than his living room.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#110 - Getting internal buy-in for ABM with Jenna Chambers, Head of EMEA Partnerships at Terminus

Mon, 12 Sep 2022 05:00:00 +0100

One of the biggest obstacles to great account-based marketing is an unsupportive senior leadership team. Without internal buy-in, young ABM programmes are faced with a lack of cross-functional alignment, low budgets and short timespans to prove effectiveness: limitations that inevitably prove gatekeepers correct.

On this FINITE Podcast episode, Jenna Chambers, Head of EMEA Partnerships at Terminus, shares her advice on gaining internal support to kickstart ABM programmes that see results.

This episode covers:
- Why its a challenge for B2B marketers to get internal buy-in for ABM
- The best starting point for ABM
- Kickstarting ABM with a pilot programme
- Defining budgets
- Getting the sales team on board
- Metrics to prove the value of an early ABM programme

The FINITE Podcast is made possible by Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#109 - Mistakes B2B marketers make with data, with Neil Hoyne, author of Converted: The Data-Driven Way to Win Customers' Hearts

Mon, 05 Sep 2022 05:00:00 +0100

You might have seen Neil Hoyne on LinkedIn, or know him as the chief measurement strategist at Google, but most likely you'll have seen or read his book, Converted: The Data-Driven Way to Win Customer's Hearts.

On this FINITE Podcast episode, Neil shares some of the key takeaways from the last section of his book, including cultural shifts that should be made in B2B tech orgs, and ways to utilise data for a more lucrative outcome.

Find Neil's book here.

The FINITE Podcast is made possible by:

- Clarity: the fast growing, global marketing communications agency working with leading technology brands.

- Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

- And 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

#108 - Emotion-led B2B tech marketing with Richard Maclauclan, VP Brand at Workhuman

Mon, 22 Aug 2022 05:00:00 +0100

Richard Maclauchlan is always hired to get things off the ground, such as the FIFA World Cup Trophy Tour by Coca-Cola in his B2C agency days. He pivoted to B2B tech when he led the development of brand and activation for LogMeIn's portfolio of enterprise SaaS products, including GoToWebinar.

Now, Richard is VP of brand at Workhuman. It probably needs no introduction, but Workhuman is a leading enterprise HR platform, where Richard is currently taking an emotion-led approach to brand marketing.

Listen to this podcast to learn more about Richard's career shift, how he's making the end user a central focus at Workhuman and why you should think about emotion in your own B2B marketing strategy.

#107 - B2B rebranding on a budget with Idan Gol, VP Marketing at Mesh Payments

Mon, 08 Aug 2022 05:00:00 +0100

When your brand values aren't aligning with your website, design and messaging, a rebrand is a must. But in a budding startup, with a lack of resource, a rebrand is a big challenge - to uptake and to get buy-in for.

On this episode of the FINITE Podcast, Idan Gol, VP Marketing at Mesh Payments, takes us through his journey rebranding on a budget. He shares his timeline, objectives, if he worked with freelancers and how he communicated the importance of the rebrand to founders.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#106 - Bridging the gap between marketing and comms with Evelina Amanatidou, Global Head of Marketing Communications at Temenos

Mon, 25 Jul 2022 05:00:00 +0100

Evelina Amanatidou is a B2B leader with a background leading field marketing teams and marketing ops at SAP. In her current role, as Global Head of Marketing and Communications at Temenos, she bridges the gap between marketing and communications for a leading FinTech organisation that serves 3000 financial institutions and 1.2 billion people.

On this FINITE Podcast, Evelina shares how she leads both functions to reduce silos for successful messaging.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#105 - Reducing churn in self-serve SaaS with Jesus Requena, VP Growth Marketing at Figma

Mon, 11 Jul 2022 05:00:00 +0100

While many growth marketers consider customer churn a barrier to success, most fail to consider just how top-of-funnel churn really is.

On this FINITE Podcast, Jesus Requena, VP Growth Marketing at Figma, shares how reducing customer churn is, yes, about recapturing the interest of waning users, but also about acquiring the right users in the first place.

Jesus' extensive background in self-serve SaaS marketing has given him incredible insights into the details of customer retention, and we're so pleased he delivered his key takeaways on this episode of the FINITE Podcast.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#104 - Redefining the standard of B2B tech branding, with Blair Josephs Jansen, Senior Brand Strategist at Equinix

Mon, 27 Jun 2022 05:00:00 +0100

Blair Josephs Jansen's career spans the Hollywood Boulevard, having worked on well-known shows like Breaking Bad, Mad Men and Orange is the New Black. When Blair took a turn into B2B tech, she brought her B2C storytelling mindset, and now wants to redefine the standard of branding in our very serious, jargon-filled industry.

On this FINITE Podcast episode, you'll gain a fresh perspective on what B2B tech branding can be, from the Senior Brand Strategist at Equinix.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#103 - Where is ABM going next? From the ABM panel at FINITE Fest

Mon, 13 Jun 2022 05:00:00 +0100

At FINITE Fest, we had a grand old time learning about key trends, challenges (and solutions of course!) for B2B marketers in 2022. One of our panels was around ABM, where our guests aimed to answer the question: Where is account-based marketing going next?

And answer it they did! Attendees gained an expert-backed view on the future of ABM, including what really counts as ABM (1:100? Maybe not...) and how automation comes into play.

We thought we'd share it as a podcast so more B2B marketers can get ahead in their ABM.

The speakers are:
Gabrielle Pirzad, Field Marketing & ABM Leader, UK & Ireland, at IBM
David van Schaick, CMO at The Marketing Practice
Robin Izsak-Tseng, VP of Revenue Marketing at G2
Jenna Chambers, Head of EMEA Partnerships at Terminus
Moderated by Celia Slack, Senior ABM Practitioner, EMEA at ServiceNow

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#102 - Tackling tech debt with Lindsay Rothlisberger, Head of Marketing Operations and Email at Zapier

Mon, 30 May 2022 05:00:00 +0100

B2B marketers can quickly find themselves overloaded with MarTech, juggling CRMs, tools and ultimately confusing themselves and their customers.

On this FINITE Podcast, Alex talks to Lindsay Rothlisberger, Head of Marketing Operations at Zapier. Lindsay talks through her experience with technical debt, how it arises, the impact it can have on B2B marketing teams and how to beat it head on.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#101 - Biggest mistakes B2B marketers make in paid social with Jules Foster, Director of Global Paid Social Marketing at Automation Anywhere

Mon, 16 May 2022 05:00:00 +0100

Paid social can create quick wins for B2B tech companies looking to scale fast, but it has to be done right, with careful audience analysis, budgeting and measurement.

On this FINITE Podcast episode, Jules Foster, Director of Global Paid Social Marketing at Automation Anywhere, shares his tips for B2B marketers wanting to optimise their paid social strategies, while highlighting some common yet detrimental errors.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#100 - Demand gen from scratch with Adam Holmgren, Head of Demand Gen at GetAccept

Mon, 02 May 2022 05:00:00 +0100

As B2B businesses shift from sales-led to marketing-led growth, the pressure is on for demand gen teams to get ARR on a steep incline.

On this FINITE Podcast episode, you'll hear all about starting a demand gen function from scratch with Adam Holmgren, Head of Demand Gen at GetAccept, a sales-room platform.
Adam has scaled a demand gen team of 30, working alongside sales to generate and convert high quality leads.

If you haven't got a ticket to FINITE Fest, our one-day virtual conference, head here.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#99 - Pushing the limits of virtual events with John Rocker, Director of Social Media at Dynatrace

Mon, 25 Apr 2022 05:00:00 +0100

In 2022, B2B event marketing is in a state of fluidity, with hybrid, virtual and face-to-face events battling against digital fatigue, and changing audience expectations and behaviour.

On this episode of the FINITE Podcast, our guest John Rocker shares his advice for virtual event marketing in 2022. He describes his experience of innovation, gamification and promotion of virtual events as Director of Social Media at Dynatrace.

If you haven't got a ticket to FINITE Fest, our one-day virtual conference, head here.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#98 - Educating a B2B market with Jed Corenthal, CMO at Phenix

Mon, 11 Apr 2022 05:00:00 +0100

For brands in new categories, with disruptive products and complex solutions, sometimes your B2B audience will have no idea what you're talking about when you describe what you offer. In this instance, market education is a necessity.

On this FINITE Podcast, Jed Corenthal shares his experience educating the real-time streaming market as CMO of Phenix.

If you haven't got a ticket to FINITE Fest, our one-day virtual conference, head here.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#97 - Encouraging team engagement virtually with Kristi Flores, CMO at Tektronix

Mon, 04 Apr 2022 04:00:00 +0100

It's an exciting time to be in marketing, when we're navigating this new world of normalised hybrid and remote work, meeting through screens and not knowing the height of someone you've worked with for the past year.

Kristi Flores is the CMO at Tektronix, where she manages a global team of 80 B2B technology marketers... virtually. On this episode, Kristi gives her advice on encouraging employee engagement, wellbeing and diversity in a remote/hybrid environment.

Register for a free ticket to FINITE Fest!

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#96 - 5 steps to beat boring B2B marketing with Patrick Ward, VP of Marketing at Rootstrap

Mon, 28 Mar 2022 05:00:00 +0100

If you're sick of the same-old when it comes to your own B2B tech marketing strategy, you'll probably want to adopt Patrick Ward's marketing transformation mindset.

In this episode of the FINITE B2B marketing podcast, Patrick - who is currently VP of Marketing at Rootstrap, the engineers behind Masterclass - shares his advice on beating boring, stale marketing.

Including tips for:
- Enabling employee advocacy
- Leveraging your company story
- And using the language of your customer

Register for a free ticket to FINITE Fest!

Get Patrick's book to gain even more takeaways

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

#95 - Tips for moving from startup to scaleup with Ioana Serban, VP of Marketing Ops and Demand Generation at FintechOS

Mon, 21 Mar 2022 05:00:00 +0000

The transition from startup to scaleup is an exciting one, to say the least. Rapid development can be a thrill, especially for B2B technology marketers responsible for business growth.
However, these constant changes can be overwhelming, especially for small and siloed marketing teams.

On this FINITE Podcast, Ioana Serban, VP of Marketing Ops and Demand Generation at FintechOS, shares her top tips for:
- Scaling a B2B tech company
- Which marketing roles to hire and when
- The MarTech you should implement at each stage of growth
- The challenges you might face along the way

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

#94 - Why B2B product marketers have higher salaries with Rohan Modi, Global Head of Product Marketing at ComplyAdvantage

Mon, 14 Mar 2022 05:00:00 +0000

Product marketing, especially in B2B tech and SaaS, is a tremendous skill. You've got to have yours eyes and mind across the full funnel, research, market and users, sales enablement, revenue drivers, content... the list goes on.

No wonder the demand for B2B tech product marketers is high, and salary expectations are higher!

Listen to this FINITE Podcast to learn all about B2B product marketing, and whether it might be the right direction for your career. We spoke to product marketing expert, Rohan Modi, who is currently Global Head of Product Marketing at ComplyAdvantage - The leader in AI-driven financial crime risk and detection technology.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

#93 - To focus on acquisition or retention? That is the question. With John Dawes, Associate Director at Ehrenberg-Bass Institute for Marketing Science

Mon, 07 Mar 2022 05:00:00 +0000

"Grow grow grow!" is what all B2B marketers in early stage tech companies are told. This demand lends itself to acquisition marketing, where net new customers mean more revenue and a bigger brand.

But what happens when your acquisition activities work? Should you re-prioritise your efforts towards customer retention?

Our guest on this episode has all the answers, and they're not just backed up by experience, they're backed up by science. We spoke to Professor John Dawes, Associate Director at Ehrenberg-Bass Institute for Marketing Science. You'll want to pay close attention to the findings of his recent research on acquisition vs retention in B2B marketing.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

#92 - From sales-led to product-led B2B growth with Brendan Miller, Head of Global Marketing Strategy and Operations at Rapyd

Mon, 28 Feb 2022 05:00:00 +0000

B2B tech companies with lengthy sales cycles might benefit from a product-centric marketing model that helps to ease the friction of customer acquisition in sales-led models.

On this episode of the FINITE Podcast, we speak with Brendan Miller, Head of Global Marketing Strategy and Operations at Rapyd. Brendan talks about how he led Rapyd's transition from sales-led to product-led growth.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

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To apply to join the FINITE community, head to finite.community

#91 - The subtle art of marketing to developers with Christie Fidura, Director, Global Developer Marketing at Salesforce

Mon, 21 Feb 2022 05:00:00 +0000

Developers, like many other B2B tech buyer personas, face unique challenges. On this episode of the FINITE Podcast, we talk with Christie Fidura, Director of Global Developer Marketing at Salesforce.

Christie gives us the inside scoop into Salesforce's audience relations, and how they speak to specific target personas, offer genuine value and build trust. Christie's experience has taught her the unique attributes of developers, and how B2B marketers can reach them on their level.

#90 - Best practices for data privacy in B2B marketing with Kate Parker, COO at Transcend

Mon, 07 Feb 2022 05:00:00 +0000

B2B marketers are starting to understand the importance of honouring data privacy practices. However, data privacy practices could lessen B2B companies' ability to understand their website user's habits.

On this episode of the FINITE Podcast, we hear from Kate Parker, COO at Transcend. Kate understands how B2B companies can be more transparent in data privacy, and how they can leverage it to gain a competitive advantage.

#89 - Collaborating through disruption with James Bridgman, Head of Global Marketing at Pollinate International

Mon, 31 Jan 2022 05:00:00 +0000

How can B2B tech companies band together to develop creative marketing strategies for disruptive products?

On this episode of the FINITE Podcast, James Bridgman, Head of Global Marketing at Pollinate International, shares his experience in collaborative marketing with enterprises like NatWest and Mastercard.

James has plenty of experience marketing disruptive products, and knows how to use partner marketing to boost the growth of a B2B tech company.

#88 - Think inside the box for B2B growth with Joe Davine, Head of Marketing at Globacap

Mon, 24 Jan 2022 05:00:00 +0000

To come up with innovative ideas, we are always told to "think outside the box". However, Joe Davine, Head of Marketing at Globacap, has a different view. He believes it's actually the box that drives creativity.

On this episode of the FINITE Podcast, Alex sat down with Joe to discuss how restrictions and processes in creativity can drive marketing forward, and why humanising a B2B brand is fundamental for its long-term success.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

Support the show (https://finite.community/)

#87 - B2B marketing across regions with Alexandre Blumenthal, EMEA Marketing and Communications Lead at Lenovo ISG

Mon, 17 Jan 2022 05:00:00 +0000

When large tech enterprises operate across the globe, how can their marketing connect with audiences across regions? Internally, how do colleagues from different countries collaborate in the same working environment?

On this episode of the FINITE Podcast, Alex has a chat with Alexandre Blumenthal, EMEA Marketing and Communications Lead at Lenovo ISG. Alexandre shares his experience in working in a multi-regional environment, how to overcome language barriers and leverage cultural differences to drive success.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#86 - Breaking down the term 'strategy' for B2B growth with CMO, Colin Lewis

Mon, 10 Jan 2022 05:00:00 +0000

In the B2B tech world, every marketer wants the best strategy to drive growth. However, most marketers tend to jump straight to the execution side of the operation rather than understanding what the strategy is.

On this episode of the FINITE Podcast, grab a pen and paper and follow Colin Lewis on how to find your B2B marketing strategy, by framing the challenge, understanding the objectives, and then executing into the market.

For Colin's full strategic framework, head here.

About the guest: Colin Lewis has been working in marketing for 25 years in different countries across the globe. He is also a coach/advisor and teaches over 100 hours a year in many companies. Colin is also the Founder and Programmer, DMX Dublin, Ireland’s largest marketing conference in 2013, and is a Marketing Week Magazine writer & columnist.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#85 - ROI: Return On Identity with Paul Campillo, Former Principle Brand Storyteller at Typeform

Mon, 03 Jan 2022 05:00:00 +0000

It's the hottest debate in B2B tech: should early stage companies invest in brand or performance marketing first? How about starting with 'the high level stuff', like Typeform did?

Paul Campillo is formerly the Principle Brand Storyteller and the first marketing hire at Typeform. On this episode of The FINITE Podcast, he shares his perspective on brand, how it should attract not only customers but talent, and reveals the three pillars to a meaningful brand.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#84 - Social media for B2B tech marketers with Timo Pelz, VP of Business Marketing at Reddit

Mon, 13 Dec 2021 05:00:00 +0000

Social media is a fundamental marketing channel for B2B tech companies aiming to reach millennials: a demographic that now dominates B2B.

On this episode of the FINITE Podcast, Alex talks with Timo Pelz, VP of Business Marketing at Reddit. Timo has led B2B marketing teams at social media giants like Instagram and Facebook. He shares how B2B tech marketers can leverage social media, build communities to nourish trust with audiences, and create two-way engagement.

#83 - Why marketing should own revenue targets with Kyle Lacy, SVP Marketing at Seismic

Mon, 06 Dec 2021 05:00:00 +0000

In B2B tech, marketing and sales are sometimes seen as rivals, even when alignment between the functions is a proven key to success. Our guest on the podcast today believes that to achieve this alignment, marketing should own the entire pipeline and have their own revenue targets.

On this episode of the FINITE Podcast, we sat down with Kyle Lacy, SVP Marketing at Seismic.

Alex and Kyle discussed whether BDRs should live in marketing, whether marketers should get commission on conversions and why sales leaders are the first to get fired.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#82 - Marketing the world's fastest growing startup with Dave Schools, Head of Marketing, Emerging Products at Hopin

Mon, 29 Nov 2021 05:00:00 +0000

Dave Schools was the first hire and marketer at Hopin on the brink of their launch into hyper-growth. His original GTM strategy, marketing tactics and success in the face of pivotal moments are part of the reason Hopin has a $7.75 billion valuation today.

On this episode of the FINITE Podcast, he shared his career journey before Hopin, how he got hired and the remarkable voyage of hyper-growth since.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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#81 - A B2B SaaS marketing strategy from zero to one with Paul Sebastien, CMO at Offensive Security

Mon, 22 Nov 2021 05:00:00 +0000

Paul Sebastien lead Udemy for Business as it entered the B2B SaaS marketplace and carved out a unique hill in an incredibly crowded category.

Paul, who is now CMO at Offensive Security, shares his insights into finding product-market fit, differentiation and customer-led decision making to build a SaaS marketing strategy from zero to one.

The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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#80 - Why your customers are your best marketers with Amanda Malko, CMO at G2

Mon, 15 Nov 2021 05:00:00 +0000

Happy customers are the best way to get new happy customers, according to Amanda Malko, CMO at G2.

On this FINITE Podcast, learn about customer led growth, co-working with your customers and B2B buyer behaviour in 2021.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#79 - Revenue marketing in B2B tech with Aristomenis Capogeannis, Revenue Marketing Director at NVIDIA

Mon, 08 Nov 2021 05:00:00 +0000

In B2B tech, sales and marketing departments are often siloed and sometimes even in competition. The umbrella function 'revenue marketing' offers a solution.

On this episode of the FINITE podcast, we spoke with Aristomenis Capogeannis, Revenue Marketing Director at NVIDIA. He shared his story of revenue marketing at SMBs to enterprises, and the importance of aligning marketing data with sales technology.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#78 - From traditional B2B content to brand publishing with Kathleen Booth, CMO at clean.io

Mon, 01 Nov 2021 05:00:00 +0000

More and more B2B tech marketers are thinking long term about how they can build lasting relationships with their audience. Brand publishing is a way to build those relationships by delivering value and increasing trust.

On this episode of the FINITE podcast, Alex and Kathleen Booth, CMO at clean.io, will be diving deep into brand publishing and moving away from traditional B2B content marketing strategies.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#77 - How B2B marketers can be data literate with Chris Lindsay, VP, EMEA Marketing at Tableau

Mon, 25 Oct 2021 05:00:00 +0100

Data literacy is a must-have skill for modern B2B tech marketers looking to succeed in their careers. To be able to balance creative ideation with data-backed decision making is critical to ensuring buy-in from the board and innovating a traditional B2B tech marketing strategy.

On this episode of the FINITE Podcast, Alex sat down with Chris Lindsay, VP, EMEA Marketing at Tableau. Tableau is a Salesforce company and self-service analytics platform, which makes Chris the perfect person to share their views on data literacy in B2B tech.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#76 - Category creation in competitive B2B tech with Daniel Frohnen, CMO at UpKeep

Mon, 18 Oct 2021 05:00:00 +0100

We all know that the world of B2B tech is highly competitive, with companies overlapping product functions and audiences. How are B2B tech marketers to help their companies stand out?

On this FINITE Podcast episode, Alex sat down with Daniel Frohnen, experienced B2B tech CMO, formerly at Sendoso at now at UpKeep.

Alex and Dan have a deep discussion about category creation, whether it's merely the use of buzzwords, whether new categories are even worth pursuing and whether category creation is more expensive than pursuing existing ones.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#75 - How Salesforce+ redefines B2B content with Leandro Perez, VP & CMO, APAC at Salesforce

Mon, 11 Oct 2021 05:00:00 +0100

Salesforce+ is the new Netflix-style B2B content platform from Salesforce. It hosts high-quality, full length episodes, and redefines how B2B content has ever been thought of before.

On this FINITE Podcast episode, we got the inside scoop as to why it has been made and how, with the VP and CMO, APAC at Salesforce, Leandro Perez.

Leandro shares his thoughts on the importance of production quality, the use of other platforms like YouTube, and the future of B2B content.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#74 - There's no such thing as B2B and B2C with David Fallarme, Former Head of Marketing, Asia at HubSpot

Mon, 04 Oct 2021 05:00:00 +0100

On this episode, we're not a B2B marketing podcast. Instead, we're a marketing podcast. Why? Our guest, David Fallarme, doesn't believe in the distinction between B2B and B2C marketing.

Listen to the episode to learn David's preference for dividing marketing into more useful types. He discusses what the gap between B2B and B2C looks like within the marketing space, why it should be closed, and why B2H is also the wrong way to go.

At the time of recording, David was Head of Marketing, Asia at HubSpot, and is now Director of Marketing at On Deck.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#73 - Enhancing a B2B MarTech stack with data with Kevin Tate, CMO at Clearbit

Mon, 27 Sep 2021 05:00:00 +0100

Data can be harnessed to inform, guide and support a B2B tech marketing strategy. It can be used for growth, personalisation and speed for success in highly competitive categories.

On this episode of the FINITE Podcast, you'll gain a scope of the 'big data' landscape, and you'll learn how you can enhance your marketing automation and customer platforms with data insights.

We spoke to Kevin Tate, CMO at Clearbit, a leading marketing data engine for B2B companies.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#72 - Tips for a successful B2B tech marketing career with Maya Grossman, VP Marketing at Canvas

Mon, 20 Sep 2021 05:00:00 +0100

Maya Grossman has written a best seller on career development, with a long and successful career spanning some of the largest brands in tech like Microsoft, Google and Canvas. She hasn't just waited for these opportunities to come to her, throughout her career she's made purposeful decisions to exceed and stand out amongst a sea of B2B tech marketers.

On this episode of the FINITE Podcast, you'll hear Maya's tips on flourishing at each stage of a B2B tech marketing career from IC to VP of Marketing. This includes building a marketing portfolio.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#71 - The case for brand in B2B tech with Jann Schwarz, Snr Director at The B2B Institute

Mon, 13 Sep 2021 05:00:00 +0100

95% of B2B buyers are not in the market for your product or service at any given time. It's a fact. So why spend your precious B2B tech marketing time and resources on convincing people to buy, instead of making your brand memorable for when they're ready to?

Learn how to make the case for brand marketing with Jann Schwarz, Snr Director at The B2B Institute, who delivered this new research in partnership with Ehrenberg-Bass.

Find the full research report here.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#70 - Behavioural science in ABM with David van Schaick, CMO at The Marketing Practice and Doug Hutton, SVP, Products at Corporate Visions

Mon, 06 Sep 2021 05:00:00 +0100

Should you keep your outreach emails snappy? Or should you give detail and specificity? Should you pour your heart out to your target accounts? Or should you maintain stoic rationality?

All these questions answered and more in this special FINITE Podcast. We spoke to David van Schaick, CMO at The Marketing Practice and Doug Hutton, Senior Vice President, Products at Corporate Visions to find out the behavioural science behind successful cold emails for ABM in B2B tech marketing.

Listen to learn about their recent research, findings and gain practical takeaways for your own messaging! Find the full research report here.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#69 - Behind the scenes of SurveyMonkey's rebrand with Karen Budell, VP of Brand Marketing at Momentive

Mon, 30 Aug 2021 05:00:00 +0100

When an organisation evolves, the customer-facing brand can lag behind as it represents values and missions of the past.

On this episode of the FINITE Podcast, you'll learn why an organisation might need a rebrand in the first place, how to go about it and what to do after, with reference to Momentive's outstanding example.

You'll hear behind the scenes insights to SurveyMonkey's rebrand with Karen Budell, who lead the transition to Momentive to better suit their modern objectives. Karen has spent her career telling brand stories at top tech companies like Google, and has plenty of advice to share.
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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#68 - Everything your CMO doesn’t know how to tell you with Ryan Bonnici, CMO at Whereby

Mon, 23 Aug 2021 05:00:00 +0100

You could have the best CMO in the world, but there might be some things they don't know quite how to tell you. From take more risks, to hire better people, to give better feedback... you might need feedback on your feedback!

That's why we welcomed B2B marketing superstar Ryan Bonnici on the FINITE Podcast. You'll probably follow him on LinkedIn and Twitter, he's Forbes 26th most influential CMO, former CMO at G2 and current CMO at Whereby - an easy video meetings platform.

Listen to this episode to learn how to be a better B2B marketer and get to the next step in your career.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#67 - ABM myth busting with Zoe Hominick, Head of Business Marketing and CEX at O2

Mon, 16 Aug 2021 05:00:00 +0100

With the ABM craze going on at the moment in B2B tech, we thought it was time to bust some ABM myths that have been brewing as more and more marketers take on this approach.

On the episode of the FINITE Podcast, we spoke to Zoe Hominick, Head of Business Marketing and CEX, Business Division at O2, who has been in the ABM game for a decade.

Zoe answers common questions such as:
- Should ABM be one-to-one, one-to-few or one-to-many?
- Does account size affect which ABM approach to do?
- Should ABM be used to gain net new accounts or grow existing ones?

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

#66 - How to build or be a thought leader in B2B tech with Ashley Faus, Content Strategy Lead at Atlassian

Mon, 09 Aug 2021 05:00:00 +0100

People don't trust brands anymore, they trust people, especially when making large decisions on behalf of a company. That's why in B2B marketing, thought leadership plays an important role in a content strategy.

On this episode of the FINITE Podcast, we hear from Ashley Faus, Content Strategy Lead at Atlassian - a global tech company that owns work management tools such as Trello and Jira.

Ashley has plenty of experience choosing and building thought leaders within Atlassian, and shares her framework for building a profile and influence for employees.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.

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To apply to join the FINITE community, head to finite.community

#65 - Video marketing for B2B tech growth with Tyler Lessard, VP Marketing and Chief Video Strategist at Vidyard

Mon, 02 Aug 2021 06:00:00 +0100

If you hadn't heard, Tyler Lessard is the King of Video. As VP Marketing and Chief Video Officer at leading video platform Vidyard, he is also the author of video marketing bible: The Visual Sale.

Tyler knows that video marketing is the future of content, and explains how video can help emotionally engage B2B buyers and speeds up the sales cycle, as seen at Marketo with their new and improved call to actions.

Listen to this FINITE Podcast episode to learn how you can use video in your own B2B marketing, and how to create a culture of video-friendliness within your organisation.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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#64 - Will technology replace marketers? With Julien Decot, Snr Director, Marketing Partnerships EMEA at Facebook

Mon, 26 Jul 2021 05:00:00 +0100

A growing dependency on marketing automation begs the question: Will technology replace marketers?

On this special episode of the FINITE Podcast, you'll hear from an expert entrenched in the world of marketing technology, Julien Decot, Snr Director of Marketing Partnerships at Facebook.

Julien has an incredible take on the role of technology in B2B marketing, as he thinks optimistically about the opportunities MarTech can bring, and questions a widespread fear that marketers will lose their jobs to bots.

Julien shares how to leverage technology for the greater good of creativity, and gives examples of brands who are using it to their advantage.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.