FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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 needsHow MarTech stacks change as you scaleHow to decide whether certain tools are worth itHow 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 likeHow 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.