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, sof...
May 30, 2022•24 min•Ep 102•Transcript available on Metacast 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 agenc...
May 16, 2022•28 min•Ep 101•Transcript available on Metacast 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 confer...
May 02, 2022•25 min•Transcript available on Metacast 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...
Apr 25, 2022•30 min•Transcript available on Metacast 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 , th...
Apr 11, 2022•26 min•Ep 98•Transcript available on Metacast 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 fre...
Apr 04, 2022•30 min•Transcript available on Metacast 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 custom...
Mar 28, 2022•40 min•Transcript available on Metacast 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 shou...
Mar 21, 2022•29 min•Transcript available on Metacast 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 exper...
Mar 14, 2022•29 min•Ep 94•Transcript available on Metacast "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 , Ass...
Mar 07, 2022•33 min•Transcript available on Metacast 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. --- The FINITE Podcast is made possible by 93x , the leading digital marketing agency for B2B technolo...
Feb 28, 2022•30 min•Ep 92•Transcript available on Metacast 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. ---...
Feb 21, 2022•34 min•Transcript available on Metacast 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. --- The FINITE Podcast is made possible by 93x , the leading di...
Feb 07, 2022•32 min•Transcript available on Metacast 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. --- The FINITE Podcast is made possible by 9...
Jan 31, 2022•31 min•Transcript available on Metacast 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 l...
Jan 24, 2022•31 min•Transcript available on Metacast 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...
Jan 17, 2022•29 min•Transcript available on Metacast 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 gues...
Jan 10, 2022•30 min•Ep 86•Transcript available on Metacast 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 ...
Jan 03, 2022•33 min•Transcript available on Metacast 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. The FINITE Podcast is made poss...
Dec 13, 2021•30 min•Ep 84•Transcript available on Metacast 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 w...
Dec 06, 2021•28 min•Transcript available on Metacast 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 techn...
Nov 29, 2021•31 min•Ep 82•Transcript available on Metacast 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 ...
Nov 22, 2021•33 min•Transcript available on Metacast 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. --- 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 age...
Nov 15, 2021•32 min•Ep 80•Transcript available on Metacast 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. --- The FINITE Podcast is made possible by 93x , the leading digital marketing a...
Nov 08, 2021•32 min•Transcript available on Metacast 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. --- The FINITE Podcast is made possible by 93x , the leading digital marketing agency f...
Nov 01, 2021•30 min•Transcript available on Metacast 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 ...
Oct 25, 2021•32 min•Transcript available on Metacast 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 creatio...
Oct 18, 2021•30 min•Transcript available on Metacast 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. --- The FINITE Podcast is ...
Oct 11, 2021•33 min•Transcript available on Metacast 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 M...
Oct 04, 2021•31 min•Transcript available on Metacast 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. --- The FIN...
Sep 27, 2021•30 min•Transcript available on Metacast 
