FINITE: B2B Marketing Podcast for Tech, Software & SaaS

Andy Lambert, a former entrepreneur and now Principal Product Manager at Adobe, dives into the evolving world of B2B marketing. He discusses the shift from traditional influencers to personality-led growth, emphasizing genuine advocacy over mere audience size. Andy shares hard-earned lessons from his time at ContentCal, including a costly paid media mistake and the success of community partnerships. He highlights the importance of long-term creator relationships and how Adobe integrates their products into creators' workflows for authentic marketing.

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.

Deema Tamimi, VP Marketing at The Brief and seasoned tech marketer, dives into the essence of humanizing B2B branding amidst an AI-dominated landscape. She shares insights on how companies can go beyond the typical 'About Us' pages, infusing authenticity and artistry into their messaging. Deema discusses the delicate balance between leveraging AI for efficiency while retaining human trust. She also highlights the importance of real stories and faces in content, emphasizing that creativity should reclaim its place in marketing.

Steffen Hedebrandt, CMO and co-founder of Dreamdata, brings his 15 years of B2B marketing experience to the table. He shares a contrarian growth playbook, highlighting how 'unserious' content like memes can boost serious results. Discover the art of leveraging LinkedIn for organic growth and the power of employee advocacy. Steffen also dives into measuring true ROI, the lengthy B2B buying journey, and the rising importance of AI in content strategy. His insights provide fresh tactics for marketers looking to break free from cookie-cutter approaches.

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.