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 fr...
Sep 20, 2021•34 min•Transcript available on Metacast 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 . --- The FINITE Podcas...
Sep 13, 2021•33 min•Transcript available on Metacast 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 lear...
Sep 06, 2021•33 min•Transcript available on Metacast 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 obje...
Aug 30, 2021•31 min•Transcript available on Metacast 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. ...
Aug 23, 2021•38 min•Transcript available on Metacast 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 AB...
Aug 16, 2021•29 min•Transcript available on Metacast 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 sha...
Aug 09, 2021•34 min•Transcript available on Metacast 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 ...
Aug 02, 2021•33 min•Transcript available on Metacast 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 the...
Jul 26, 2021•33 min•Transcript available on Metacast B2B brand marketing can be difficult to define, as a collective of touch points and channels can generate ambiguous results. Despite this, Kevan Lee does a fantastic job of describing and advising brand marketing in B2B. Kevan Lee is an experienced B2B tech marketer, having worked at Polly , Buffer and other fast-growing SaaS companies. He is currently Head of Marketing at Oyster , where he maintains a focus on brand building and storytelling. On this episode of the FINITE Podcast, hear tips for...
Jul 19, 2021•32 min•Transcript available on Metacast Product marketing and positioning is about finding context. It's about looking at competitors, categories, jobs to be done and features to cement your product in the marketplace. On this FINITE Podcast episode, hear from Vakis Rigas , VP Marketing at Shypple . Vakis has an extensive background in product marketing at top tech companies such as Typeform and Google. He has success-backed ideas for positioning, and how to achieve long lasting success by dominating a category, standing out from...
Jul 12, 2021•31 min•Ep 62•Transcript available on Metacast Due to enhancements in MarTech, customer experience data collection is highly achievable. It gives you insights into brand perception, what customers do and don't like about your products and how you can improve your B2B marketing to retain their loyalty. On this episode of the FINITE Podcast hear from Keith Povey , Director of Marketing at Feefo , to learn how to use customer experience data in your B2B marketing. --- The FINITE Podcast is made possible by 93x , the leading digital marketi...
Jul 05, 2021•35 min•Ep 61•Transcript available on Metacast Marketing is critical to driving growth and to help businesses move from startup to scale up. On this FINITE Podcast, we dive into key factors of scaling up, such as getting buy-in from the C-suite, hiring generalist marketing roles and building repeatable processes to make room for creativity. Our guest Emma Jessica Knox has a wealth of experience in B2B tech startups, scale ups and agencies such as HubSpot, Yieldify and her current role as VP of Marketing at HERO - a platform that provides onl...
Jun 28, 2021•36 min•Ep 60•Transcript available on Metacast The MDR role is becoming more and more popular, as marketing teams need the support of a dedicated business development team to chase up their MQLs. On this episode of the FINITE Podcast, we hear from Heidi Cerenzia , VP, Global Demand Generation at Wrike - a popular work management platform. Heidi herself has a team of MDRs, so she explains why they benefit her marketing function, and how she distinguishes them from SDRs. --- The FINITE Podcast is made possible by 93x , the leading digital mark...
Jun 21, 2021•28 min•Ep 59•Transcript available on Metacast When you hear 'influencer', you might think of Instagram and #ads for skincare or shaving supply subscriptions. In fact, influencers are valuable in B2B too as they connect you directly with your audience. On this episode of the FINITE Podcast, you'll hear from Amisha Gandhi who works with B2B influencers as SVP Marketing at Tipalti - a global payables automation solution. Amisha and Alex discuss what B2B influencer marketing looks like in practice, common misconceptions and how t...
Jun 14, 2021•34 min•Ep 58•Transcript available on Metacast Diversity is a subject growing ever more prominent in board meetings and amongst B2B marketing teams. The responsibility is on business leaders and employees to include minority groups across all areas of an organisation. On this episode of the FINITE Podcast, we talk to Lucy Heavens , Marketing Director at Wealth Dynamix and Co-founder of RegTech Women . Lucy has an informed background in diversity in B2B, knowing how it should be implemented and why. --- The FINITE Podcast is made possible by ...
Jun 07, 2021•27 min•Ep 57•Transcript available on Metacast Do you have your eyes on a seat at the executive table? As marketing earns increasing credibility and budget within B2B organisations, CMOs are fundamental to business success. On this episode of the FINITE Podcast, we sat down with Juliette Kopecky, CMO at LinkSquares - end-to-end contract lifecycle management powered by AI. Juliette talks us through her journey from sales at HubSpot to CMO. Learn how she did it with takeaways you can apply to your own B2B marketing career path. --- The FINITE ...
May 31, 2021•31 min•Ep 56•Transcript available on Metacast In a digitally transforming B2B marketplace, a website host can determine whether an organisation thrives or fails. On this episode, we talked to Miriam Schwab , CEO/Co-Founder and David Leichner , CMO at Strattic - the leading WordPress hosting platform that converts websites to static. Alex, Miriam and David dive into the website hosting space, how it has evolved, where it's going, and why marketers should pick their website host in the interest of speed, SEO and security. --- The FINITE ...
May 24, 2021•28 min•Ep 55•Transcript available on Metacast Podcasts are a lucrative channel for marketing growth, to put B2B tech companies in front of their target personas in an engaging way. On this episode of the FINITE Podcast, you'll learn why podcasting can boost the brand of your company, what it takes to start one, where podcasting is headed and some helpful production tips. Our guest is Ari Applbaum , VP Marketing at Audioburst - an AI-based Voice Search platform that connects audio content and users. Ari has experience-backed insights in...
May 17, 2021•35 min•Ep 54•Transcript available on Metacast B2B marketers are realising that just like their B2C counterparts, buyers are universally driven by the same psychological concepts. On this episode of the FINITE Podcast for B2B marketers, Alex talks to Ruslan Tovbulatov , VP of Global Marketing at Gloat . Having lead global innovation at Google and the launch of Google's BrandLab, Ruslan has a deep insight into the importance of emotional storytelling in marketing and why this holds true in B2B. Listen to the episode to learn why emotion ...
May 10, 2021•37 min•Ep 53•Transcript available on Metacast Customer advocacy can drive retention, improve product and create a sense of pride in being a part of your organisation. On this episode of the FINITE Podcast we hear from Kevin Lau , Global Head of Customer Advocacy at Adobe . Kevin tells us how he empowers Adobe’s customers to get involved, stay loyal and promote Adobe’s products. --- The FINITE Podcast is made possible by 93x , the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC str...
May 03, 2021•37 min•Ep 52•Transcript available on Metacast Marketing ops encourages a high level of internal processes to keep the B2B marketing function running smoothly. But does this approach work for fast-paced startups or scale-ups that need to shift directions and test new ideas at the drop of a hat? On this episode of the FINITE Podcast, we’re joined by Adam Goyette who is currently VP Marketing at Help Scout and also an advocate for scrappiness in B2B tech marketing. Adam dives into what scrappiness in marketing means, if it’s a culture or minds...
Apr 26, 2021•41 min•Ep 51•Transcript available on Metacast Technical buyers have unique attributes, challenges and demands that B2B tech marketers should take into consideration. On this episode of the FINITE Podcast, Alex sat down with Laura Hauser , Head of Marketing at Adaptavist - a global technology and innovative solutions provider of Atlassian apps. Laura and Alex discuss key differences between marketing technical and non-technical products, and aspects a B2B marketer should assess in terms of channels, messaging and strategy. --- The FINITE Pod...
Apr 19, 2021•33 min•Ep 50•Transcript available on Metacast Buyer enablement can reduce the friction of a complex B2B buyer journey. In this FINITE Podcast episode, we talked to Ali Din who currently works at Indeed in B2B Enterprise Experience Marketing. Ali has plenty of experience with long, enterprise sales cycles where buyer enablement helps to champion prospects to advocate for a product internally and to get buy in from 10+ decision makers. Listen to the episode to find out tactics you can use to encourage your leads to turn into customers. Find m...
Apr 12, 2021•35 min•Ep 49•Transcript available on Metacast Revenue Operations aligns marketing and sales to find gaps in revenue streams and keep teams at maximum efficiency for business growth. It is a customer centric approach that focusses on the whole buyer journey. On this episode of the FINITE Podcast for B2B marketers, our host Alex sat down with Lorena Morales , VP of Marketing at Go Nimbly . Go Nimbly is a Revenue Operations company that helps SaaS companies break down silos between their teams. Lorena and Alex dive into the what, why and how o...
Apr 05, 2021•37 min•Ep 48•Transcript available on Metacast B2B marketers know that content is king. But where should this content go? On your blog? Or somewhere else? Amit Bivas, as part of his role as VP Global Marketing at Optimove , also leads a standalone publication for CRM marketers called PostFunnel . PostFunnel is a brand building machine, as it positions Optimove as thought leaders within the CRM space. On this episode of the FINITE Podcast for B2B marketers, Alex talks to Amit about how PostFunnel came about, why it works and how he runs it. -...
Mar 29, 2021•40 min•Ep 47•Transcript available on Metacast Brand building is a must for all B2B companies, in order for them to engage with customers and build a relationship before a sales pitch. At IBM, brand is of particular importance for the 100+ year old company that is constantly evolving in their role as a technological innovator. On this episode of the FINITE podcast for B2B marketers, Alex talks to Brendan McGuire . At the time of recording, Brendan was Brand Amplification Leader at IBM , a role that lets the world know what IBM is, what it do...
Mar 22, 2021•32 min•Ep 46•Transcript available on Metacast GTM planning should be flexible and agile. A go-to-market (GTM) strategy is not just one that drives the marketing of an organisation, it drives the organisation itself. On this episode of the FINITE Podcast, let experienced B2B marketing leader Melissa Ayres explain why go-to-market is a business strategy and why it has to remain flexible. Having been a consultant for many years, Melissa creates a GTM plan like a painting on a canvas. She forges alignment between teams, communicates to the C-Su...
Mar 15, 2021•34 min•Ep 45•Transcript available on Metacast Content marketing is a tried and tested inbound strategy, as B2B marketers know just how valuable it is for educating an audience, generating leads, and shortening the length of the sales cycle. On this episode of the FINITE Podcast, we talked to a world-class B2B marketing leader with decades of experience in content marketing. Charles Dimov is the VP of Global Marketing at ContractPodAI , and he shared with us his deep insights into creating a content engine. Charles talks through his backgrou...
Mar 08, 2021•46 min•Ep 44•Transcript available on Metacast Sometimes, an organisation needs a complete transformation to strategically set up their marketing function for long term success. Sometimes, they need to do away with traditional marketing methods and lean into digital. In this episode of the FINITE Podcast, we talked to Jaime Punishill who is currently CMO at Lionbridge , where he undertook a digital transformation upon starting. Jaime tells us how he deconstructed the old marketing function at Lionbridge and reformed it in a modern, dynamic w...
Mar 01, 2021•40 min•Ep 43•Transcript available on Metacast 
