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.

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 you level up your marketing strategy. 

Key takeaway: Political ideology should be a key factor in your buyer persona maps. It represents your audience much more than gender, age, or sector! 

You can ask Chris further questions by connecting with him on LinkedIn: https://www.linkedin.com/in/chrispetersonsf/ 

Make sure to check out his marketing insights company: https://www.lifemind.ai/ 

And grab his book here: https://redandblue.substack.com/ 

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.

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, tune in for real-world insights and honest advice from someone who’s been there. 

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 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.

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 industry. 

Find Benjamin's book here. 

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.