FINITE: B2B Marketing Podcast for Tech, Software & SaaS – Details, episodes & analysis

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. 

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.

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 merely the use of buzzwords, whether new categories are even worth pursuing and whether category creation is more expensive than pursuing existing ones.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community 

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, the use of other platforms like YouTube, and the future of B2B content.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community 

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 should be closed, and why B2H is also the wrong way to go.

At the time of recording, David was Head of Marketing, Asia at HubSpot, and is now Director of Marketing at On Deck.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

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 spoke to Kevin Tate, CMO at Clearbit, a leading marketing data engine for B2B companies.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

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 Podcast, you'll hear Maya's tips on flourishing at each stage of a B2B tech marketing career from IC to VP of Marketing. This includes building a marketing portfolio.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

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 research in partnership with Ehrenberg-Bass.

Find the full research report here.

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community

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 the behavioural science behind successful cold emails for ABM in B2B tech marketing.

Listen to learn about their recent research, findings and gain practical takeaways for your own messaging! Find the full research report here.   

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The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.

And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.
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To apply to join the FINITE community, head to finite.community