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

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. T...

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...

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 mark...

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...

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 Terminu...

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 t...

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 leadi...

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 w...

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 b...

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...

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...

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......

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 F...

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...

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 con...

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...

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 FIN...

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 encoura...

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:...

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 ti...

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 marketi...

"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 ju...

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. -...

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 tau...

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 leverag...