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

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...

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...

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 d...

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 yo...

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, a...

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 techn...

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 Wen...

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 mo...

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 use...

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 e...

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 connect...

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...

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 c...

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 Ma...

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...

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...

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, S...

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...

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-fi...

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...

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 a...

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...

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...

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 o...

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 t...