The FINITE podcast is the leading B2B marketing podcast, sitting down with the world's most innovative B2B marketers in the tech, software & SaaS sectors to talk all things B2B marketing & B2B growth.
FINITE is the community for B2B Technology & SaaS Marketers to connect, share, learn & grow as peers. Our B2B Marketing Podcast podcast explores the latest trends and challenges in B2B marketing by interviewing leading senior marketers from across B2B technology, software & SaaS companies.
In each episode of the FINITE B2B Marketing podcast, our host Jodi Norris sits down to talk B2B marketing with an innovative and ambitious senior marketer or CMO from a B2B technology company, exploring trends, challenges and practical tips. Listen to the B2B marketing podcast below, or visit finite.community to apply for a free community membership.
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.
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...
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 watc...
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 tec...
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 ext...
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...
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 wh...
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...
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'l...
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....
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...
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 custome...
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!...
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 stake...
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, y...
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....
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....
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....
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...
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 sh...
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 Barclayc...
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 communicati...
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...
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 ma...
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 th...
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 communicati...
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 agen...
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 F...
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 The FINITE Podcast is made possible by: - Clarity : the fast growing,...
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: - Cl...
