FINITE: B2B Marketing Podcast for Tech, Software & SaaS

Dive into the crucial topic of digital accessibility with expert insights from Jennifer Griffin Smith, CMO at Acquia.

Discover how a lack of accessibility on your website could be impacting your business, potentially slashing conversions by 17%.
 
Jennifer shares her invaluable knowledge on improving website accessibility and offers practical tips to enhance the overall customer experience.

Tune in to learn how accessible design can drive revenue growth and customer satisfaction.

Head here to watch our webinar on measuring the commercial impact of B2B content: https://youtu.be/b2FivN9H09U   

Do you ever wonder whether your agency is the right fit?

Or are you looking for a new agency at the moment?

This episode will help teach you what great client service looks like, and what you should expect from your agency partnerships.

It’ll give you a checklist for success, to help you decide whether your agency is working, and how to decide between agencies from their pitch.

Jodi spoke to Rachel Gilley, CEO at Clarity, a global marketing and communications agency that works with leading tech brands. Chosen by visionary companies worldwide, they enhance reputation, create impact, and drive growth.

Clarity is a sponsor of the FINITE community.

Valentina Kristensen is Corporate Affairs Director at OakNorth Bank, a fintech challenger that has rapidly grown into a financial legacy. With firsthand experience from OakNorth's early days, Valentina shares her journey of joining the company and how her role has evolved as the bank has scaled.

Valentina offers valuable advice for those starting their careers and insights into how startups can effectively grow. She also provides her perspective on the future of fintech, drawing on her extensive experience in the industry.

In this episode of the FINITE Podcast, we're joined by Steve Stano, Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing. Steve brings a wealth of experience and insights on B2B marketing's role in driving growth and how to transform the perception of marketing among executives.

We explore several key topics with Steve:

• The importance of making marketing more objective to overcome existing challenges.
• How Steve has helped shift the perspective of marketing at Morgan Stanley
• The relevancy of vanity metrics and how to communicate their value to executives when they don't show hard ROI.

The views and opinions expressed in this episode are those of Steve Stano and do not reflect the official policy or position of any affiliates. 

In this special extended episode of the FINITE Podcast, we hear from Dale Harrison, a renowned marketing consultant and LinkedIn thought leader. Dale has built a significant LinkedIn following by grounding marketing in academia and finance, and by examining how marketing can effectively influence and create meaningful associations between brands and their audiences. 

Today, we tackle one of Dale's provocative viewpoints: the idea that demand generation is a fraudulent term. Dale explains why he believes demand generation doesn’t actually exist and how this term can lead marketing strategies in a misleading and damaging direction.

Dale also tackles: 
- The myth of lead scoring 
- Why ad retargeting doesn't work 
- How brands actually win market share 

Join us for this thought-provoking discussion that challenges conventional wisdom. This longer episode allows Dale to share his insights and ideas in full, offering you a chance to rethink your philosophy of marketing. 

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 needs
• How MarTech stacks change as you scale
• How to decide whether certain tools are worth it
• How 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. 

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.

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.