Explorez tous les épisodes du podcast Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS

For years, a marketing team's value was measured by their headcount and their budget. That equation is breaking down. As AI moves from writing assistant to agentic orchestrator, the companies pulling ahead are driving more revenue with fewer people. 

In this episode of the Finite by Clarity podcast, Jodi Norris sits down with Colin Piper to unpack what it takes to build a marketing team in the AI era. As BuildOps' first CMO, Colin inherited a team of fewer than ten and chose to grow it deliberately, to around 20 people in a 500-person company. 

But Colin hasn't always worked with lean teams. Through ten years at Autodesk Colin rose from early-stage product marketer during the company's move to the cloud to leading a 100-plus person marketing organisation across its construction technology vertical. 

This perspective makes for an excellent view of trade-offs and advantages of lean teams in an era of AI. 

Inside you'll find…

• Efficiency over headcount: why revenue per head is becoming the new badge of honour for marketing leaders
• The orchestrator hire: why Colin looks for boundary-spanners over specialists, and the full-stack marketer that may come next
• Where lean stops: field marketing, ABM, and the human work AI can't automate

Meagen Eisenberg has deployed over 300 active AI agents to drive 31% year-on-year growth in pipeline per marketing dollar spent. Wow. 

In this episode of the Finite Podcast, Jodi Norris sits down with Meagen, CMO at Samsara, to unpack what happens when a marketing organisation puts autonomy, not automation, at the centre of its workflow. 

Beyond the headline number, Samsara is running 113 active agents in production workflows, with a further 37 in development, and 200 more handling personal productivity, including a website assistant whose quarterly pipeline has quadrupled. 

Meagen explains why agentic marketing is a genuine philosophical shift rather than a new channel, why hiring criteria have changed accordingly, and how human judgement and review cycles remain essential even as agents take on more of the workflow. 

Meagen Eisenberg is a four-time CMO and board advisor who has led marketing through IPOs and acquisitions at MongoDB, Navan (formerly TripActions), Lacework and now Samsara, and advises companies including Together AI and Gretel.ai. Across 25 exits since 2011, she has built a reputation for steering marketing organisations through structural, technology-driven change.

Inside you'll find…

• Why agentic marketing demands a different hiring and management philosophy to any previous shift in the discipline
• The metrics Samsara uses to prove agentic marketing's return, and the results behind them
• How human taste and judgement remain the essential checkpoint in an increasingly autonomous workflow

"How to not get electrocuted" is the advice Nikola Tesla once gave newspapers , back when electricity first reached London and New York and headlines warned it would kill you in the street. A century on, AI is no different.

In this episode of Finite by Clarity, Jodi Norris sits down with Paul Roehrig, chief strategy and marketing officer at Ascendion. 

Together they challenge the fear-led narrative dominating so much AI messaging, both the version aimed at customers and the quieter version playing out inside marketing teams themselves. 

Paul offers a sharper way to think about the anxiety. He also pushes back on the idea that AI is somehow limitless. Every disruptive technology, from electricity to the railways, eventually reaches an endpoint society decides on. AI will too.

Paul Roehrig is the founder and strategic leader who guided Ascendion's breakthrough as a powerhouse in AI-powered software engineering. 

An award-winning, best-selling author of Monster, What To Do When Machines Do Everything and Code Halos, he previously led strategy and growth for Cognizant Digital Business & Technology, founded the Center for the Future of Work, and was a principal analyst at Forrester Research. 

Inside you'll find…

• Why the fear around AI echoes the exact headlines that greeted electricity a century ago
• Paul's argument that AI is a mirror of us, and why blaming it misses the point
• Why every disruptive technology finds a natural ceiling, and what that means for the tension between economic value and public safety

Elizabeth Maxson has started noticing the tells. Beyond em dashes and "quotation marks," the certain phrases repeated a little too often. Leaders she's long admired, publishing content that no longer sounds like them. 

On this episode of Finite by Clarity, she makes the case that this matters more than most CMOs think, not because AI-assisted content is wrong, but because publishing without judgement, experience or voice quietly erodes trust.

Elizabeth is Chief Marketing Officer of Contentful, a digital experience platform trusted by more than 4,800 customers. Before Contentful, she was CMO at Tableau, a Salesforce company, and led Strategic Technology Partnerships marketing at Salesforce, launching relationships with AWS, Google Cloud, Alibaba and Apple.

In this episode, Jodi Norris sits down with Elizabeth to unpack how the buyer journey has changed shape, and why the instinct to produce more content is usually the wrong one. 

Elizabeth explains how cutting webinar output and being more selective on topics increased registrations and conversions, and how keeping personalisation deliberately simple, segmenting by audience type rather than complex micro-targeting, delivered a 195% increase in click-through rate.

Inside you'll find…

• Why the small, repeated tells of AI-generated content are quietly costing leaders their audience's trust
• Why "less is more" content strategies are outperforming high-frequency production
• How simple, broad-strokes personalisation is consistently outperforming complex micro-targeting

What if the biggest risk in marketing isn't failing, it's being too afraid to?

In this episode of the FINITE Podcast, Jodi Norris sits down with Amanda Cole, CMO at Bloomreach, to unpack why building a culture that tolerates, and even expects, failure has never mattered more. As AI reshapes how marketing teams operate, Amanda argues the old playbook no longer applies. Instead, the marketers who thrive will be the ones comfortable saying "that didn't work" and moving on fast.

The conversation explores what happens when decision-making shifts from humans to AI agents, why scale changes the stakes of every mistake, and why Amanda believes the real risk isn't moving too fast, but forgetting to bring your whole organisation along with you.

Amanda Cole has spent over 20 years building B2B marketing functions from the ground up, starting in direct mail and rising to CMO at Bloomreach, where she leads global marketing, technology partnerships and pipeline generation. Known for her candour and appetite for risk, she's built a reputation for pairing bold experimentation with hard-won lessons on leadership and change.

Inside you'll find…

• Why Amanda believes 80% of marketing doesn't work as intended, and why that's exactly the point
• How AI agents change the scale and speed of failure, and what "human in the loop" really means in practice
• The sunk cost trap every marketing leader falls into, and the discipline it takes to walk back before the finish line

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. 

Fresh from Cohesity’s merger with Veritas, Carol shares the realities of integrating two large marketing organisations, building trust across cultures, and holding on to startup-style velocity inside a 5,800‑person business.

She explains how her team uses AI to redesign workflows – from translation and brand governance tools, to AI‑powered SDR outreach that doubles lead‑to‑meeting conversion. Along the way, she draws a firm line between what can be automated and what cannot: creativity, taste and strategic judgement.

Carol has been in technology marketing for most of her career, starting as a product manager at Apple. She enjoys scaling and transforming companies and has done that in leadership roles at VMware, Google, Apple, Trend Micro and now as CMO of Cohesity. Carol gives back through mentorship programs such as the HBS Women Entrepreneurship program and Monte Jade, an AAPI professional organisation.

Inside you’ll find…

• How to merge marketing cultures without losing speed, trust or clarity
• Where AI genuinely shortens a six‑month enterprise buying journey – and where humans must stay in the loop
• A practical framework for lifting teams out of execution and into more strategic, high‑leverage work

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. Clarity is a senior-led global growth consultancy for technology brands that have outgrown agencies and fragmented partners. 

Now, as we continue to grow and evolve, we want to make it more clear just how large a role Clarity plays in Finite’s story. And so we are now…

Finite by Clarity. 

With a refreshed brand that reflects our growing ambitions, we’re able to bring higher quality content, exclusive podcast guests, and more insights to inspire your marketing strategy and career. 

The newsletter and podcast will continue as normal, and you can find the new home of Finite on Clarity’s website, where you can still access our library of content. 

We hope you’re as excited as we are for the new opportunities and horizons at Finite by Clarity. 

Connect with our host, Jodi on LinkedIn - she loves at chat! 

And check out the new home of Finite by Clarity for our library of episodes.

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 down with Liam McLaughlin, Managing Partner at Clarity Europe, to unpack how CMOs and marketing leaders can actively prepare for their next raise or listing through comms and marketing. They explore where tech investment is flowing today, why AI is fueling a renewed funding boom, and what it really takes to move from “interesting startup” to “serious international player” in the eyes of investors.

Liam breaks investor attraction down into three pillars: authenticity, narrative and AI visibility. He shares practical examples from an EV charging infrastructure client on the road to IPO, and a fintech brand using AI visibility programmes to show up consistently across search, executives, media and analysts – and, crucially, inside LLMs.

Liam has almost 20 years of integrated communications experience, working with global technology brands including Oracle, NetApp and EMC, as well as consumer names such as Canva, Clearscore and eBay. As Managing Partner of Clarity Europe, he has led communications strategies for brands navigating major funding rounds and public offerings across the UK and Europe.

Inside you’ll find…

• How to build an authentic, investor‑ready brand story that goes beyond “AI‑washing”
• A practical framework for aligning spokespeople, channels and proof points over a multi‑year funding journey
• Why AI visibility is now a core stakeholder in investor relations – and how to measure and optimise it

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 your foundational positioning.

In this episode of the Finite Podcast, Jodi Norris sits down with Matt Hodkinson to explore why positioning is the single most critical lever for sustainable commercial growth. They unpack the dangers of generic category labels, why simply caring more or having years of experience isn't enough to stand out, and how to build a commercial promise that deeply resonates with enterprise buyers. Matt explains why poor positioning is like a bad diet - no amount of marketing heavy lifting can outwork it.

Matt Hodkinson is the Co-Founder and CEO at Tylt, a specialist consultancy that helps technology firms and consultancies achieve category leadership. With a background in technology consulting and over a decade running a successful inbound marketing agency, Matt brings a unique, dual perspective to the structural challenges of go-to-market strategy. He now focuses entirely on helping businesses hone their differentiation and messaging to escape the sea of sameness. 

Inside you’ll find…

• Why treating AI as a differentiator is a critical mistake in today's homogeneous tech market.
• The difference between surface-level messaging and deep, structural category leadership.
• How to balance the need for search discoverability with the necessity of a polarising, standout brand identity.

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, agentic AI and vibe‑coded tools like Claude Cowork have fuelled the story that AI will replace subscriptions. 

Ant brings a rare perspective, combining a career in Ministry of Defence tech roles with frontline communications work in Iraq, Afghanistan and the Arab Spring, leadership in AI startups and now product leadership at Meltwater. He has spent the last decade at the intersection of AI, media intelligence and reputation.

If you are a B2B marketing leader wondering how AI will affect your revenue, this conversation will help you separate existential risk from lazy narrative – and design for growth, not just survival.

Inside you’ll find…

• Why “SaaS is dead” is an oversimplified narrative – and where AI agents and vibe‑coded tools genuinely threaten software.
• How data moats, long‑term memory and UX become the defensible edge in an AI‑native SaaS ecosystem.
• What CMOs and agencies should change now: commercial models, junior hiring and how they collaborate with software providers.

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 technology that fundamentally changes how the world works?

In this episode of the FINITE Podcast, Jodi Norris sits down with Caitlin Allen to unpack the mechanics of category creation and how marketers can spot market signals, tipping points, and growth opportunities within emerging tech. They explore the nuances of marketing robotics, how to structure a team to create FOMO (fear of missing out) while helping buyers overcome their fear of messing up, and the structural forces reshaping B2B go-to-market motions.

Caitlin Allen is a seasoned marketing leader who has spent two decades building markets for transformative technologies before they are part of a P&L. She has helped scale category-defining companies across venture capital, deep tech, and consumer platforms—including serving on the executive teams that led Lyft through its IPO and Happy Returns to its acquisition by PayPal, as well as advising ambitious startups as a Partner at Andreessen Horowitz. She is currently the SVP of Market and Chair at Simbe, where she is pioneering Physical AI and bringing "Store Intelligence" to the $28T physical retail economy.

Caitlin shares her refined methodology for taking complex, multi-threaded sales cycles to market. She discusses how she conquered narrative homogeny in the robotics space, the five questions every buyer needs to answer during a paradigm shift, and how she integrates an intricate network of AI agents into her team’s daily operations - from persona-specific bots and Reddit monitors to leadership coaching agents.

If you want to understand how to position disruptive technology and orchestrate a category-defining marketing strategy, this conversation is a must-listen.

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 Wendelstadt to unpack how AI, economic pressure, and changing expectations are reshaping marketing leadership. 

They explore why director and CMO roles are getting rarer, why salaries in some areas are dropping, and how AI is simultaneously shrinking team sizes and raising the bar for individual marketers.

Kat Wendelstadt is a seasoned go-to-market leader and startup advisor with a track record of scaling companies from early stage to billion-dollar valuations. A former GTM lead at Microsoft and three-time CMO, she has co-founded and advised ventures backed by investors including Sam Altman, Bill Gates, and the venture firm Founders Fund. She now leads marketing at Electric Twin, where she focuses on bringing its AI-driven synthetic audience technology to market.  

Kat shares how she’s rebuilt her own skill set to stay ahead — from going deep on one AI platform, to building plugins and automations herself, to rethinking how and when to hire humans versus agents. She talks candidly about cognitive load, burnout risk, and why “having options” should be the north star of every marketer’s career.

If you want to stay employable (and in demand) as a modern marketing leader, this conversation is a must-listen.

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 movements to deliver personalized content in exactly the right context. Dario explains why the traditional 4 Ps of strategy may now matter less than your data quality, and why marketers must evolve from artists into engineers to survive.

Key topics covered in this episode include:

• The Intelligence Economy: Why data is the new oil and how to use the right tools to extract and refine it.
• Marketers as Engineers: How the role of the marketer is shifting toward technical precision and data science.
• Context is King: Moving beyond simple demographics to understand the situational context of your buyer.
• The Ethics of AI: Navigating the fine line between helpful personalization and creepy intrusion (e.g., following a customer to their Alexa at bedtime).

Listen to the full episode to hear how hyper-personalization is setting companies apart and how you can prepare for a future where AI is the norm.

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 users to alumni - and the specific tech stack they use to automate "job-change" tracking for a 60% response rate.

What’s inside this episode:

• The ROI of Community: How Sendoso attributes $7M in pipeline to personal advisory groups and why certified community members spend 71% more.
• Automating Advocacy: How to use tools like UserGems to track when community members switch jobs and turn them into "warm" entry points at new companies.
• Peer-to-Peer over Product Pitching: Why facilitating conversations between customers is more effective than any top-down marketing content.
• Surprise & Delight: Using "life moment" gifting (babies, weddings, promotions) to bridge the gap between B2B transactions and human relationships.

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 existing customer calls, ads, and behavioural data to predict how an audience will react.

However, it isn't a silver bullet. Marketers need to be aware of significant concerns: the "rubbish in, rubbish out" risk (if your training data is biased, your AI will be too) and the danger of oversimplification, where nuance gets lost in statistical significance.

In this episode, Kate O’Keeffe, CEO and Co-Founder at Heatseeker, joins Jodi to explain how to navigate these challenges and put synthetic data to work. Kate walks us through how to maximise the effectiveness of your data to minimise risk in your decision-making. We explore the fascinating process of chatting with an agent that embodies your ideal target persona - learning their thoughts, feelings, and opinions on your brand as if they were in the room with you.

This conversation gets to the heart of how synthetic data can do truly immense things for large organisations, providing a unified perspective that aligns boards and teams. Kate and Jodi don’t shy away from the controversial bits, covering data quality, the "honesty" of AI personas, and how to handle rapid consumer shifts.

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 connection. She shares how Sitecore is evolving its org charts into agile squads, the shift from personalised to "permissioned" marketing, and why curiosity is the most important skill for the modern marketer. Discover how to treat AI as a teammate rather than a tool to build deeper trust with your audience.

Inside this episode:

• The Human-AI-Human Model: Why humans must lead the strategy, AI must accelerate the output, and humans must provide the final review.
• Organisational Evolution: Moving from channel silos to agile squads supported by "AI teammates."
• Permissioned vs. Personalised: How to maintain brand authenticity and trust in an era of industrial-scale synthetic media.
• The Future of the CMO: Shifting from a campaign engine to a real-time experience engine.

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 who scaled ContentCal to 30,000 users before selling the business to Adobe.

Andy has a rare perspective, having seen influencer marketing from both the scrappy startup trenches and the massive enterprise scale:

• Andy shares the costly mistake of misaligned paid media and how ContentCal pivoted to building genuine advocacy through Community-Led Growth and activating micro-evangelists. He explains how this approach doubled pipeline velocity and average sales price.
• Now leading product at Adobe Express, Andy reveals how he tackles B2B influencer marketing at scale, moving past simple reach to buying creativity and deep integration. He breaks down their strategic partnerships with macro-influencers like Steven Bartlett to drive unaided brand awareness and embed the product directly into a creator's workflow.

If you're looking for practical advice on how to structure, manage, and measure your B2B influencer initiatives—shifting your focus from merely buying an audience to cultivating genuine advocacy and authority—this episode is a must-listen.

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 compelling.
• The essential move from audio-only to video-first podcasting.
• Tying content efforts to commercial impact and pipeline growth.

Learn the current trends B2B audiences demand and how to evolve your content strategy from basic to best-in-class.

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 Marketing at The Brief, who recently undertook a rebranding project that was fuelled with humanity. 

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 attribution hygiene his team lives by.

Finally, Steffen shares his enlightening take on what it takes to win as AI overviews and LLMs reshape search. 

If you’re done with cookie-cutter demand gen, this conversation gives you the edges: creative that compounds, measurement that actually matters, and an AI-native approach to search that most marketers are sleeping on. 

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 high-quality, resonant thought leadership across all digital channels. He employs creativity, data, and emerging channels such as influencer marketing to achieve immense marketing impact. 

You’ll learn from a marketer cracking the code for growth in 2025, with tactical tips for your own strategy. 

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, SEO, content, social and paid amplify each other. 

Disclaimer: Clarity is the main sponsor of the FINITE Podcast. 

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 Marketing Officer at Freshworks, who oversees a diverse organization of 1,200 employees. Drawing on her extensive experience at tech giants like Microsoft, Amazon, and Adobe, Mika shares the blueprint behind Freshworks' transformative "uncomplicate" movement.

Discover how Freshworks uses this simple North Star to reduce friction across the entire customer journey. 

Tune in to learn:

• Why cross-functionality is essential to capitalize on innovations like AI search.
• Tactics for building a shared "source code" for brand messaging across technical and commercial teams.
• How to overcome the challenge of unlearning siloed behaviors and fostering a culture of mutual success.
• Proof points for measuring the impact of alignment on customer satisfaction and employee engagement.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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-first strategy, including major team restructures and exciting workflows. Guy shares what has changed, what has improved, and how his team feels about the transition. 

What you’ll learn:

• How a CMO approached an AI-driven team restructure - what was enhanced, what was created, and why.
• Practical ways AI increases marketing effectiveness across the funnel.
• Tactics for driving adoption - onboarding, enablement, and change management. 
• What AI can't replace, and blending creativity with speed.
• How to rethink workflows and metrics for an AI-collaborative future.

Note: We’re not advocating broad team restructures. Guy’s approach was designed for Chargebee’s specific context. Our goal is to give you a clear, candid look at an AI-first marketing team, so the future feels less scary and far more proactive. 

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 us through the benefits of partner marketing, how it all works, the different kinds of partnerships, and how to create an ROI driven partner marketing programme that builds mutually beneficial relationships. 

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 all of the time. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 is packed with insights that will help you level up your marketing strategy. 

Key takeaway: Political ideology should be a key factor in your buyer persona maps. It represents your audience much more than gender, age, or sector! 

You can ask Chris further questions by connecting with him on LinkedIn: https://www.linkedin.com/in/chrispetersonsf/ 

Make sure to check out his marketing insights company: https://www.lifemind.ai/ 

And grab his book here: https://redandblue.substack.com/ 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 about what happens behind the scenes, tune in for real-world insights and honest advice from someone who’s been there. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 of aligning your team with clear metrics. We question the objectivity of these metrics and discuss strategies to ensure they truly reflect success. 

Whether you’re a team leader or a business leader, this episode is packed with valuable insights and thought-provoking ideas.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 technological innovation on the industry. 

Find Benjamin's book here. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 progress—Miruna's story is one of resilience and transformation.

Miruna candidly shares the challenges she faced at each stage of growth, the innovative strategies she employed to overcome them, and how these experiences reshaped her approach to marketing. Whether you're in the midst of scaling your business or looking for fresh perspectives, Miruna's journey offers valuable lessons for marketers at all levels.

Tune in for a dose of inspiration and practical wisdom that will inform your perspective!

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 be the key to your growth strategy.

Discover how leveraging market insights can propel your business forward and provide a competitive edge. Zach and Steve share their expertise on gathering and interpreting critical data, offering valuable perspectives that can help you navigate and thrive in your industry.

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 organisation. You’ll learn how AI and data analytics are transforming marketing from a traditional practice into the data heart of businesses.

Gain cutting-edge insights on aligning sales and marketing and making impactful forecasts using data. 

Whether you've got a team of 2 or 50, a budget of £10 or £1m, this episode promises to enlighten and inspire, offering practical takeaways for teams of all structures. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 persuade. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 predictions she thinks we should take seriously, and the ones we should take with a pinch of salt. 

You can connect with Jodi here.

And the links she mentioned are here:
95/5 in market / out market rule
LinkedIn comedian Ken Cheng

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 by 17%.
 
Jennifer shares her invaluable knowledge on improving website accessibility and offers practical tips to enhance the overall customer experience.

Tune in to learn how accessible design can drive revenue growth and customer satisfaction.

Head here to watch our webinar on measuring the commercial impact of B2B content: https://youtu.be/b2FivN9H09U   

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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’ll give you a checklist for success, to help you decide whether your agency is working, and how to decide between agencies from their pitch.

Jodi spoke to Rachel Gilley, CEO at Clarity, a global marketing and communications agency that works with leading tech brands. Chosen by visionary companies worldwide, they enhance reputation, create impact, and drive growth.

Clarity is a sponsor of the FINITE community.

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 company and how her role has evolved as the bank has scaled.

Valentina offers valuable advice for those starting their careers and insights into how startups can effectively grow. She also provides her perspective on the future of fintech, drawing on her extensive experience in the industry.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 growth and how to transform the perception of marketing among executives.

We explore several key topics with Steve:

• The importance of making marketing more objective to overcome existing challenges.
• How Steve has helped shift the perspective of marketing at Morgan Stanley
• The relevancy of vanity metrics and how to communicate their value to executives when they don't show hard ROI.

The views and opinions expressed in this episode are those of Steve Stano and do not reflect the official policy or position of any affiliates. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 finance, and by examining how marketing can effectively influence and create meaningful associations between brands and their audiences. 

Today, we tackle one of Dale's provocative viewpoints: the idea that demand generation is a fraudulent term. Dale explains why he believes demand generation doesn’t actually exist and how this term can lead marketing strategies in a misleading and damaging direction.

Dale also tackles: 
- The myth of lead scoring 
- Why ad retargeting doesn't work 
- How brands actually win market share 

Join us for this thought-provoking discussion that challenges conventional wisdom. This longer episode allows Dale to share his insights and ideas in full, offering you a chance to rethink your philosophy of marketing. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 MarTech stack every marketer needs
• How MarTech stacks change as you scale
• How to decide whether certain tools are worth it
• How many tools you need at any one point 

For the LinkedIn post Philippe mentioned, see here. 

FINITE nor Philippe have any partnerships or affiliations with the vendors mentioned in this episode and its supporting articles. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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 Dotdigital.

Juliette offers her perspective on what strategy really means, who should be responsible for it, why it often gets overlooked, and practical steps you can take to prioritise and develop an effective strategy.

By the end of this episode, you'll have actionable advice on how to ensure strategy remains a focal point in your marketing efforts and how to foster strategic thinking within your team.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

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-promoter score, and price sensitivity. 

Jodi speaks with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute, who shares insights from his extensive research into whether B2B businesses should prioritise acquisition or retention. 

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 understandably concerned about the impact on their strategies.

Join us as we explore this update in depth, uncover what it truly means, and most importantly, reveal how marketers can effectively adapt. Our guest, Nohar Zmora, VP Brand and Strategic Marketing at Kaltura, shares invaluable insights on the history of data privacy, past adaptations by marketers, and actionable strategies for the future.

Whether you're looking for a comprehensive understanding of cookie depreciation or seeking guidance to navigate this new era of data privacy, this episode is packed with expert perspectives to help you thrive.

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 Experience at Exclaimer. He shares his impressive insights and experiences in growing B2B tech companies through the strategic use of customer data. 

Jim’s sentiment is clear: Product-market fit and early stage growth is not enough. You need to rely on customer data to evolve your company, expand services, acquire new customers, and of course, keep your current customers happy and hungry for more. 

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 branding complex tech products. 

With 8x8's established history of innovation, this episode offers a fascinating insider's view on their latest transformations. Tune in for expert perspectives and actionable takeaways!

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 this episode of the FINITE Podcast you’ll hear from an incredible marketing leader, Jamie Buxton, Global Senior Director of Marketing at WEX. 

You’ll learn:

• What creativity in marketing should look like
• How to cultivate a culture of creativity 
• How to manage stakeholders expectations of process vs. creativity 
• How to manage a balance between creativity and process 

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 a strong focus on objectives can be an uphill battle in B2B tech. But Kathryn Thomas, EMEA Marketing Director at Box, has refined an approach to strategy, and sales and marketing alignment, that keeps everyone headed towards ARR objectives. 

In this episode, you’ll learn how to deal with marketing distractions. Be prepared to reevaluate strategic priorities, and have hard conversations about commercial viability. 

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 2024. 

Learn how the creator economy is growing and developing, to bridge the gap between B2B brands and digital savvy consumers. 

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 & Global Experience. 

With a job title so expansive, this episode dives into the fundamentals of product marketing, and how PM can inform a highly successful, multi-channel strategy.