FINITE: B2B Marketing Podcast for Tech, Software & SaaS

Richard Maclauchlan is always hired to get things off the ground, such as the FIFA World Cup Trophy Tour by Coca-Cola in his B2C agency days. He pivoted to B2B tech when he led the development of brand and activation for LogMeIn's portfolio of enterprise SaaS products, including GoToWebinar. Now, Richard is VP of brand at Workhuman. It probably needs no introduction, but Workhuman is a leading enterprise HR platform, where Richard is currently taking an emotion-led approach to brand marketing. Listen to this podcast to learn more about Richard's career shift, how he's making the end user a central focus at Workhuman and why you should think about emotion in your own B2B marketing strategy. 

When your brand values aren't aligning with your website, design and messaging, a rebrand is a must. But in a budding startup, with a lack of resource, a rebrand is a big challenge - to uptake and to get buy-in for.  On this episode of the FINITE Podcast, Idan Gol, VP Marketing at Mesh Payments, takes us through his journey rebranding on a budget. He shares his timeline, objectives, if he worked with freelancers and how he communicated the importance of the rebrand to founders. 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 Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

Evelina Amanatidou is a B2B leader with a background leading field marketing teams and marketing ops at SAP. In her current role, as Global Head of Marketing and Communications at Temenos, she bridges the gap between marketing and communications for a leading FinTech organisation that serves 3000 financial institutions and 1.2 billion people.On this FINITE Podcast, Evelina shares how she leads both functions to reduce silos for successful messaging. 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 Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

While many growth marketers consider customer churn a barrier to success, most fail to consider just how top-of-funnel churn really is. On this FINITE Podcast, Jesus Requena, VP Growth Marketing at Figma, shares how reducing customer churn is, yes, about recapturing the interest of waning users, but also about acquiring the right users in the first place. Jesus' extensive background in self-serve SaaS marketing has given him incredible insights into the details of customer retention, and we're so pleased he delivered his key takeaways on this episode of the FINITE Podcast. 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 Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

Blair Josephs Jansen's career spans the Hollywood Boulevard, having worked on well-known shows like Breaking Bad, Mad Men and Orange is the New Black. When Blair took a turn into B2B tech, she brought her B2C storytelling mindset, and now wants to redefine the standard of branding in our very serious, jargon-filled industry. On this FINITE Podcast episode, you'll gain a fresh perspective on what B2B tech branding can be, from the Senior Brand Strategist at Equinix. 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 Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

At FINITE Fest, we had a grand old time learning about key trends, challenges (and solutions of course!) for B2B marketers in 2022. One of our panels was around ABM, where our guests aimed to answer the question: Where is account-based marketing going next? And answer it they did! Attendees gained an expert-backed view on the future of ABM, including what really counts as ABM (1:100? Maybe not...) and how automation comes into play. We thought we'd share it as a podcast so more B2B marketers can get ahead in their ABM. The speakers are: Gabrielle Pirzad, Field Marketing & ABM Leader, UK & Ireland, at IBMDavid van Schaick, CMO at The Marketing PracticeRobin Izsak-Tseng, VP of Revenue Marketing at G2 Jenna Chambers, Head of EMEA Partnerships at Terminus Moderated by Celia Slack, Senior ABM Practitioner, EMEA at ServiceNowThe 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.The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

B2B marketers can quickly find themselves overloaded with MarTech, juggling CRMs, tools and ultimately confusing themselves and their customers. On this FINITE Podcast, Alex talks to Lindsay Rothlisberger, Head of Marketing Operations at Zapier. Lindsay talks through her experience with technical debt, how it arises, the impact it can have on B2B marketing teams and how to beat it head on. 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.The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

Paid social can create quick wins for B2B tech companies looking to scale fast, but it has to be done right, with careful audience analysis, budgeting and measurement. On this FINITE Podcast episode, Jules Foster, Director of Global Paid Social Marketing at Automation Anywhere, shares his tips for B2B marketers wanting to optimise their paid social strategies, while highlighting some common yet detrimental errors. 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.The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

As B2B businesses shift from sales-led to marketing-led growth, the pressure is on for demand gen teams to get ARR on a steep incline. On this FINITE Podcast episode, you'll hear all about starting a demand gen function from scratch with Adam Holmgren, Head of Demand Gen at GetAccept, a sales-room platform. Adam has scaled a demand gen team of 30, working alongside sales to generate and convert high quality leads. If you haven't got a ticket to FINITE Fest, our one-day virtual conference, head here.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.The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

In 2022, B2B event marketing is in a state of fluidity, with hybrid, virtual and face-to-face events battling against digital fatigue, and changing audience expectations and behaviour. On this episode of the FINITE Podcast, our guest John Rocker shares his advice for virtual event marketing in 2022. He describes his experience of innovation, gamification and promotion of virtual events as Director of Social Media at Dynatrace. If you haven't got a ticket to FINITE Fest, our one-day virtual conference, head here.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.The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.And Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.