FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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. 

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 like
• How 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.