FINITE: B2B Marketing Podcast for Tech, Software & SaaS
Business & Finance
About
The FINITE podcast is the leading B2B marketing podcast, sitting down with the world's most innovative B2B marketers in the tech, software & SaaS sectors to talk all things B2B marketing & B2B growth. FINITE is the community for B2B Technology & SaaS Marketers to connect, share, learn & grow as peers. Our B2B Marketing Podcast podcast explores the latest trends and challenges in B2B marketing by interviewing leading senior marketers from across B2B technology, software & SaaS companies. In each episode of the FINITE B2B Marketing podcast, our host Jodi Norris sits down to talk B2B marketing with an innovative and ambitious senior marketer or CMO from a B2B technology company, exploring trends, challenges and practical tips. Listen to the B2B marketing podcast below, or visit finite.community to apply for a free community membership.
Episodes
- #186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt
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…
- #185 - Is SaaS Really Dead? AI Agents, Vibe Coding and Repositioning with Antony Cousins, VP Marketing at Meltwater
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 th…
- #184 - Disruptive Technology, Adaptation and Hyper‑Growth with Caitlin Allen, SVP of Market and Chair at Simbe Robotics
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 f…
- #183 - The 2026 CMO: AI, Smaller Teams and the New Rules of Marketing Leadership with Kat Wendelstadt, CMO at Electric Twin
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 sh…
- #182 - Hyper-Personalisation, AI Ethics, and the Future of B2B Marketing with Dario Debarbieri, CMO at HCL Software
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 mean…
- #181 - Scaling Millions in Community-Led Pipeline with Kris Rudeegraap, Co-Founder and Co-CEO at Sendoso
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 Se…
- #180 - Exploring Synthetic Data with Kate O’Keeffe, CEO and Co-Founder at Heatseeker
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 usin…
- #179 - Designed Intelligence: Reimagining the B2B Marketing Workforce with Michelle Boockoff-Bajdek, CMO at Sitecore
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…
- #178 - The New B2B Influence Model: How to Drive Growth Through Genuine Advocacy with Andy Lambert, Principal Product Manager at Adobe
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 marke…
- #177 - Mastering B2B Podcasts with Anne Feuss, President & Co-Founder at Pod People
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 a…
- #176 - Humanising B2B Brands to Stand Out in an AI Era with Deema Tamimi, VP Marketing at The Brief
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 n…
- #175 - Mastering LinkedIn Marketing with Steffen Hedebrandt, CMO and Co-Founder at Dreamdata
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…
- #174 - Old School PR is the Key to B2B Growth in 2025 with Will Gardiner, VP of Marketing at Vertice
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’…
- #173 - PR x Digital Marketing: Winning B2B in the AI Era with Tom Telford, CDO at Clarity
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 s…
- #172 - Scaling a Brand Through Cross-Functional Alignment with Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks
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 custom…
- #171 - Restructuring a Marketing Team for AI with Guy Marion, CMO at Chargebee
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 h…
- #170 - Effective Partner Marketing with James Stacey, Principle Programme Marketing Manager at Red Hat
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 P…
- #169 - The Marketing Priorities of a Global Enterprise in 2025, with Rebecca Stone, SVP, Revenue Marketing at Cisco
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 i…
- #168 - How political ideologies affect B2B buyer behaviour, with Chris Peterson, Co-Founder of Lifemind AI
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.…
- #167 - Six Acquisitions in Six Years with Valeria Bouchoueva, Customer Marketing Manager at S&P Global
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 sha…
- #166 - Growing a team with Johnathan Grzybowski, Founder of Penji
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…
- #166 - Neuroscience, AI, and Product Innovation with Benjamin Bargetzi, Europe’s leading AI/brain interaction expert
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 ma…
- #165 - Four stages of B2B tech growth with Miruna Dragomir, CMO at Planable
In this episode, we dive into the remarkable journey of Miruna Dragomir , the pioneering marketing force at Planable . From being the first marketing hire to steering the company through three significant growth stages—and a fourth in prog…
- #164 - Fuelling Growth with Market Intelligence, with Steven Stano (Morgan Stanley) and Zach Golden (Anova Consulting)
Stand out in a competitive market with market intelligence insights. On this episode, we're joined by Zach Golden and Steve Stano , the dynamic duo behind Morgan Stanley's market intelligence program, to explore how market intelligence can…
- #163 - Is this the next evolution in B2B marketing? With Ari Capogeannis, Director of Revenue Marketing at NVIDIA
Get insight into the next evolution in marketing with Ari Capogeannis , Director of Revenue Marketing at NVIDIA. Ari shares his sophisticated, yet simple, approach to marketing that revolutionises what marketing can offer to an organisatio…
- #162 - How to think about marketing strategy with Colin Lewis
This episode provides a breakdown of strategy - how to think about strategy to get internal support and ensure marketing success. Jodi and Colin discuss the power of language, the art of persuasion, and tips to using language to better per…
- #161 - Prediction or fiction? Jodi on which 2025 B2B marketing forecasts matter
On this special episode of the FINITE Podcast, you'll hear from our regular host, Jodi Norris. After sifting through the abundance of B2B marketing predictions that arise at the end of each year, Jodi shares her critical thoughts - the pre…
- #160 - Why you should be thinking about digital accessibility with Jennifer Griffin Smith, CMO at Acquia
Dive into the crucial topic of digital accessibility with expert insights from Jennifer Griffin Smith, CMO at Acquia. Discover how a lack of accessibility on your website could be impacting your business, potentially slashing conversions b…
- #159 - Choosing an agency: Are you settling for less? With Rachel Gilley, CEO at Clarity
Do you ever wonder whether your agency is the right fit? Or are you looking for a new agency at the moment? This episode will help teach you what great client service looks like, and what you should expect from your agency partnerships. It…
- #158 - Challenger brand communications with Valentina Kristensen, Corporate Affairs Director at OakNorth Bank
Valentina Kristensen is Corporate Affairs Director at OakNorth Bank , a fintech challenger that has rapidly grown into a financial legacy. With firsthand experience from OakNorth's early days, Valentina shares her journey of joining the co…
- #167 - Making B2B marketing more objective, with Steve Stano, Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing
In this episode of the FINITE Podcast, we're joined by Steve Stano , Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing. Steve brings a wealth of experience and insights on B2B marketing's role in driving gro…
- #156 - Demand generation and other fake B2B tactics with Dale Harrison, Marketing Consultant
In this special extended episode of the FINITE Podcast, we hear from Dale Harrison , a renowned marketing consultant and LinkedIn thought leader. Dale has built a significant LinkedIn following by grounding marketing in academia and financ…
- #155 - The Perfect B2B MarTech Stack with Philippe Ruttens, CMO at Tyk
In need of a new tool? How do you know if your current ones are working? Do you have too many tools and need to get rid of some? This episode with Philippe Ruttens , CMO at Tyk , gives a full rundown on MarTech. You’ll learn: A bare bones…
- #154 - How to make time for strategy with Juliette Aiken, CMO at Dotdigital
If you're finding it challenging to manage marketing tasks, teams, and leadership responsibilities, this episode of the FINITE Podcast is for you. In this episode, we delve into the crucial role of strategy with Juliette Aiken, CMO at Dotd…
- #153 - Myth-busting Acquisition vs Retention with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute
In this FINITE Podcast episode, we aim to challenge the prevailing thoughts held by many B2B marketing professionals, backed by research from the renowned Ehrenberg-Bass Institute. We’ll uncross your wires around customer loyalty, net-prom…
- #152 - Should B2B marketers fear cookie deprecation? With Nohar Zmora, VP Brand and Strategic Marketing at Kaltura
In this episode of the FINITE Podcast, we dive into a topic that's on everyone's mind: Google's upcoming 'cookie depreciation' happening this January. With the imminent loss of access to third-party Google data, many B2B tech marketers are…
- #151 - How to leverage customer data with Jim Turner, SVP of Customer Experience at Exclaimer
In this episode of the FINITE Podcast, learn about the power of customer data. We discuss when to start collecting it, who should own it, and how to use customer data to fuel a B2B growth strategy. Our guest is Jim Turner , SVP of Customer…
- #150 - Reinventing Marketing with Bruno Bertini, CMO at 8x8
Bruno Bertini , CMO at 8x8 , shares insights into the marketing reinvention currently happening at 8x8. Learn about the impact of culture in a marketing team, ways to strengthen marketing's influence within organisations, and approaches to…
- #149 - A guide to creativity in B2B marketing with Jamie Buxton, Global Senior Director of Marketing at WEX
We all know creativity doesn’t come in a box. In fact, it famously comes outside the box! Creativity needs to be fostered, cultivated and encouraged within organisations if they want their brand to relate to audiences and stand out. On thi…
- #148 - Staying focused on B2B marketing objectives, with Kathryn Thomas, EMEA Marketing Director at Box
We’ve all been there. A ping on Slack from sales, or an email from the board with their new ideas. How much do these opportunities, or distractions, keep your marketing team and your business from focusing on north star goals? Maintaining…
- #147 - B2B Influencer ≠ Thought Leader with James Baldwin, Head of Influence, Asia at Ogilvy
B2B influencer marketing means more than sponsored posts from linkedIn thought leaders. On this FINITE Podcast episode Jodi spoke to James Baldwin , Head of Influence Asia at Ogilvy , to hear his innovative take on influencer marketing in…
- #146 - All roads lead to product marketing, with Priya Gill, VP Product Marketing, Web Strategy & Global Experience at SurveyMonkey
Priya Gill is the queen of product marketing. Kicking off her career at HP as a global product marketing manager, Priya has risen through the ranks of tech at Box, and now Surveymonkey . She is now VP Product Marketing, Web Strategy & Glob…
- #145 - Career growth secrets with a CMO with Allison MacLeod, CMO at Flywire
Whether you’re eyeing up that CMO position, want to start leading a team, or are looking for your next tech company, this FINITE Podcast episode is for you. Allison MacLeod shares her inspirational career journey, how she took advantage of…
- #144 - Aligning with sales for full-funnel attribution with Mitali Israni, Marketing Director at Medallia
Do you know how sales and marketing alignment can achieve full marketing attribution? If not, feast your ears on this fantastic FINITE Podcast episode. We’re joined by Mitali Israni , Marketing Director at Medallia , who shares her secrets…
- #143 - Product-led growth vs brand with Nicola Hamilton, VP Marketing Brand and Communications at GoCardless
How does your marketing strategy find the balance between product and brand? B2B tech businesses often enter markets and try to grow through PLG. This does work, but oftentimes growth is slowed by a neglect of brand strategy. On this episo…
- #142 - What customer-centricity actually means with Simeon Lando, CMO at FORM3
We’ve all heard the term ‘customer-centricity’ amidst LinkedIn posts and the webinar invitations in our inboxes. But what does customer-centricity actually entail? And how can B2B marketers demonstrate this to both stakeholders and custome…
- #141 Your ideal marketing team structure with Eric Thum, Head of Marketing at VTS
This episode is set to inspire the structure of your marketing team, whether small, medium or colossal. Our guest, Eric Thum , Head of Marketing at VTS , was a winner of our FINITE 30 this year as he has led the marketing for one of the fa…
- #140 Why Chief Marketing Officers should be left in 2023 with Jennifer Griffin Smith, Chief Market Officer at Acquia
If you’ve read the title, let us clarify. No, marketing is not dead. If anything it’s more important now than ever. What we mean by the title is that what marketing is and what it should do is shifting. On today’s podcast episode, we heard…
- #139 - The changing shape of SEO with Erika Varangouli, Head of SEO Branding at Semrush
The SEO and content landscape is shifting. As marketers we all see it, and feel it. On this FINITE Podcast, we’ll let you know how to adapt to these shifts, where SEO should fit in the wider business function and how brand gets involved. W…
- #138 - B2C marketing for B2B Enterprise Audiences with Nathan Rawlins, CMO at Lucid Software
The lines between B2C and B2B are blurring, it's a fact. But the stereotypes of stiff, business-like, suited-up enterprise customers prevail. On this FINITE Podcast episode, our guest, Nathan Rawlins , rejects these stereotypes and believe…