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

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 part...

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 B2...

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...

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 t...

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 o...

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 commu...

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...

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 s...

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 d...

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...

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 wi...

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...

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 Sa...

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 mere...

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...

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 shou...

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 sp...

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 Podca...

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 rese...

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...

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&apo...

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 m...

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...

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 Ji...

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 improve...