FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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...

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 a...

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 unde...

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.

...

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 leadersh...

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 ea...

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 ...

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 res...

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 ma...

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 Podc...

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 ...

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, ...

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...

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 indust...

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...

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 gather...

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 a...

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 ...

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 ...