FINITE: B2B Marketing Podcast for Tech, Software & SaaS

Hosted by Jodi Norris

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Episodes

187

Latest episode

Jun 2026

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EN-GB

About the show

The FINITE podcast is the leading B2B marketing podcast, sitting down with the world's most innovative B2B marketers in the tech, software & SaaS sectors to talk all things B2B marketing & B2B growth. FINITE is the community for B2B Technology & SaaS Marketers to connect, share, learn & grow as peers. Our B2B Marketing Podcast podcast explores the latest trends and challenges in B2B marketing by interviewing leading senior marketers from across B2B technology, software & SaaS companies. In each episode of the FINITE B2B Marketing podcast, our host Jodi Norris sits down to talk B2B marketing with an innovative and ambitious senior marketer or CMO from a B2B technology company, exploring trends, challenges and practical tips. Listen to the B2B marketing podcast below, or visit finite.community to apply for a free community membership.

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60 recent

June 8, 2026Episode 18724 min

Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity

For high‑growth B2B tech brands, the next funding round or IPO is no longer just a financial milestone – it is a communications stress test. Investors are bringing AI‑driven tools, sharper scrutiny and higher expectations into every decision. The companies that win are those that can match strong numbers with a compelling, consistent story.In this episode of the FINITE Podcast, Jodi Norris sits down with Liam McLaughlin, Managing Partner at Clarity Europe, to unpack how CMOs and marketing leaders can actively prepare for their next raise or listing through comms and marketing. They explore where tech investment is flowing today, why AI is fueling a renewed funding boom, and what it really takes to move from “interesting startup” to “serious international player” in the eyes of investors.Liam breaks investor attraction down into three pillars: authenticity, narrative and AI visibility. He shares practical examples from an EV charging infrastructure client on the road to IPO, and a fintech brand using AI visibility programmes to show up consistently across search, executives, media and analysts – and, crucially, inside LLMs.Liam has almost 20 years of integrated communications experience, working with global technology brands including Oracle, NetApp and EMC, as well as consumer names such as Canva, Clearscore and eBay. As Managing Partner of Clarity Europe, he has led communications strategies for brands navigating major funding rounds and public offerings across the UK and Europe.Inside you’ll find…How to build an authentic, investor‑ready brand story that goes beyond “AI‑washing”A practical framework for aligning spokespeople, channels and proof points over a multi‑year funding journeyWhy AI visibility is now a core stakeholder in investor relations – and how to measure and optimise it

May 18, 2026Episode 18629 min

#186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt

Many B2B technology brands are falling into the same trap: slapping the "AI-powered" label onto their solutions and hoping it acts as a differentiator. But when everyone claims the same capability, it becomes a baseline expectation rather than a competitive advantage. If your marketing feels like a constant uphill battle, the problem might not be your channels or tactics - it could be your foundational positioning.In this episode of the Finite Podcast, Jodi Norris sits down with Matt Hodkinson to explore why positioning is the single most critical lever for sustainable commercial growth. They unpack the dangers of generic category labels, why simply caring more or having years of experience isn't enough to stand out, and how to build a commercial promise that deeply resonates with enterprise buyers. Matt explains why poor positioning is like a bad diet - no amount of marketing heavy lifting can outwork it.Matt Hodkinson is the Co-Founder and CEO at Tylt, a specialist consultancy that helps technology firms and consultancies achieve category leadership. With a background in technology consulting and over a decade running a successful inbound marketing agency, Matt brings a unique, dual perspective to the structural challenges of go-to-market strategy. He now focuses entirely on helping businesses hone their differentiation and messaging to escape the sea of sameness. Inside you’ll find…Why treating AI as a differentiator is a critical mistake in today's homogeneous tech market.The difference between surface-level messaging and deep, structural category leadership.How to balance the need for search discoverability with the necessity of a polarising, standout brand identity.

April 27, 2026Episode 18531 min

#185 - Is SaaS Really Dead? AI Agents, Vibe Coding and Repositioning with Antony Cousins, VP Marketing at Meltwater

After a trillion‑dollar sell‑off in software stocks and the so‑called “SaaSpocalypse”, it is not just founders who are nervous - CMOs and marketing leaders are questioning the future of their products and positioning. In this episode of the FINITE Podcast we sit down with Antony Cousins, VP Product at Meltwater, to interrogate the death‑of‑SaaS narrative head‑on. They unpack how investor decks, agentic AI and vibe‑coded tools like Claude Cowork have fuelled the story that AI will replace subscriptions. Ant brings a rare perspective, combining a career in Ministry of Defence tech roles with frontline communications work in Iraq, Afghanistan and the Arab Spring, leadership in AI startups and now product leadership at Meltwater. He has spent the last decade at the intersection of AI, media intelligence and reputation.If you are a B2B marketing leader wondering how AI will affect your revenue, this conversation will help you separate existential risk from lazy narrative – and design for growth, not just survival.Inside you’ll find…Why “SaaS is dead” is an oversimplified narrative – and where AI agents and vibe‑coded tools genuinely threaten software.How data moats, long‑term memory and UX become the defensible edge in an AI‑native SaaS ecosystem.What CMOs and agencies should change now: commercial models, junior hiring and how they collaborate with software providers.

April 7, 2026Episode 18434 min

#184 - Disruptive Technology, Adaptation and Hyper‑Growth with Caitlin Allen, SVP of Market and Chair at Simbe Robotics

B2B technology is shifting at an unprecedented pace. As traditional sectors grapple with supply chain pressures, shifting workforces, and the demand for personalisation, new frontiers like hardware-as-a-service and physical AI are moving from peripheral concepts to essential infrastructure. For marketers, the challenge is clear: how do you build a category and drive adoption for a disruptive technology that fundamentally changes how the world works?In this episode of the FINITE Podcast, Jodi Norris sits down with Caitlin Allen to unpack the mechanics of category creation and how marketers can spot market signals, tipping points, and growth opportunities within emerging tech. They explore the nuances of marketing robotics, how to structure a team to create FOMO (fear of missing out) while helping buyers overcome their fear of messing up, and the structural forces reshaping B2B go-to-market motions.Caitlin Allen is a seasoned marketing leader who has spent two decades building markets for transformative technologies before they are part of a P&L. She has helped scale category-defining companies across venture capital, deep tech, and consumer platforms—including serving on the executive teams that led Lyft through its IPO and Happy Returns to its acquisition by PayPal, as well as advising ambitious startups as a Partner at Andreessen Horowitz. She is currently the SVP of Market and Chair at Simbe, where she is pioneering Physical AI and bringing "Store Intelligence" to the $28T physical retail economy.Caitlin shares her refined methodology for taking complex, multi-threaded sales cycles to market. She discusses how she conquered narrative homogeny in the robotics space, the five questions every buyer needs to answer during a paradigm shift, and how she integrates an intricate network of AI agents into her team’s daily operations - from persona-specific bots and Reddit monitors to leadership coaching agents.If you want to understand how to position disruptive technology and orchestrate a category-defining marketing strategy, this conversation is a must-listen.

March 16, 2026Episode 18323 min

#183 - The 2026 CMO: AI, Smaller Teams and the New Rules of Marketing Leadership with Kat Wendelstadt, CMO at Electric Twin

The traditional CMO career path is disappearing. Senior marketers are now expected to be strategists and builders - able to vibe code landing pages, wire up automations, understand agents, and ship prototypes alongside leading teams and shaping narrative. So what does a successful marketing leader actually look like in 2026?In this episode of the Finite Podcast, Jodi Norris sits down with Kat Wendelstadt to unpack how AI, economic pressure, and changing expectations are reshaping marketing leadership. They explore why director and CMO roles are getting rarer, why salaries in some areas are dropping, and how AI is simultaneously shrinking team sizes and raising the bar for individual marketers.Kat Wendelstadt is a seasoned go-to-market leader and startup advisor with a track record of scaling companies from early stage to billion-dollar valuations. A former GTM lead at Microsoft and three-time CMO, she has co-founded and advised ventures backed by investors including Sam Altman, Bill Gates, and the venture firm Founders Fund. She now leads marketing at Electric Twin, where she focuses on bringing its AI-driven synthetic audience technology to market. Kat shares how she’s rebuilt her own skill set to stay ahead — from going deep on one AI platform, to building plugins and automations herself, to rethinking how and when to hire humans versus agents. She talks candidly about cognitive load, burnout risk, and why “having options” should be the north star of every marketer’s career.If you want to stay employable (and in demand) as a modern marketing leader, this conversation is a must-listen.

March 2, 2026Episode 18241 min

#182 - Hyper-Personalisation, AI Ethics, and the Future of B2B Marketing with Dario Debarbieri, CMO at HCL Software

In this episode of the FINITE Podcast, Jodi sits down with the brilliant Dario Debarbieri, CMO at HCL Software. With a career at the intersection of marketing and AI, Dario offers a candid look at the Intelligence Economy and what it means for the modern B2B marketer.We explore a world where artificial intelligence interacts with audiences in real-time, reading the sentiment of minute digital movements to deliver personalized content in exactly the right context. Dario explains why the traditional 4 Ps of strategy may now matter less than your data quality, and why marketers must evolve from artists into engineers to survive.Key topics covered in this episode include:The Intelligence Economy: Why data is the new oil and how to use the right tools to extract and refine it.Marketers as Engineers: How the role of the marketer is shifting toward technical precision and data science.Context is King: Moving beyond simple demographics to understand the situational context of your buyer.The Ethics of AI: Navigating the fine line between helpful personalization and creepy intrusion (e.g., following a customer to their Alexa at bedtime).Listen to the full episode to hear how hyper-personalization is setting companies apart and how you can prepare for a future where AI is the norm.

February 9, 2026Episode 18121 min

#181 - Scaling Millions in Community-Led Pipeline with Kris Rudeegraap, Co-Founder and Co-CEO at Sendoso

How do you turn organic excitement for your product into a structured engine that drives millions in pipeline and 71% higher account spend? In this episode of the FINITE Podcast, Jodi sits down with Kris Rudeegraap, CEO and Founder of Sendoso, to peel back the curtain on their sophisticated community ecosystem. Kris breaks down how Sendoso manages four distinct community tiers - from power users to alumni - and the specific tech stack they use to automate "job-change" tracking for a 60% response rate.What’s inside this episode:The ROI of Community: How Sendoso attributes $7M in pipeline to personal advisory groups and why certified community members spend 71% more.Automating Advocacy: How to use tools like UserGems to track when community members switch jobs and turn them into "warm" entry points at new companies.Peer-to-Peer over Product Pitching: Why facilitating conversations between customers is more effective than any top-down marketing content.Surprise & Delight: Using "life moment" gifting (babies, weddings, promotions) to bridge the gap between B2B transactions and human relationships.

January 26, 2026Episode 18025 min

#180 - Exploring Synthetic Data with Kate O’Keeffe, CEO and Co-Founder at Heatseeker

We’re all starting to hear about it, but what is synthetic data? Simply put, synthetic data is "fake" data that is mathematically manufactured to mirror the patterns and behaviours of real-world datasets. For B2B marketers, this means using AI to create a digital "twin" of your customer base. Instead of waiting weeks for a survey to come back, you use a model trained on your existing customer calls, ads, and behavioural data to predict how an audience will react.However, it isn't a silver bullet. Marketers need to be aware of significant concerns: the "rubbish in, rubbish out" risk (if your training data is biased, your AI will be too) and the danger of oversimplification, where nuance gets lost in statistical significance.In this episode, Kate O’Keeffe, CEO and Co-Founder at Heatseeker, joins Jodi to explain how to navigate these challenges and put synthetic data to work. Kate walks us through how to maximise the effectiveness of your data to minimise risk in your decision-making. We explore the fascinating process of chatting with an agent that embodies your ideal target persona - learning their thoughts, feelings, and opinions on your brand as if they were in the room with you.This conversation gets to the heart of how synthetic data can do truly immense things for large organisations, providing a unified perspective that aligns boards and teams. Kate and Jodi don’t shy away from the controversial bits, covering data quality, the "honesty" of AI personas, and how to handle rapid consumer shifts.

January 5, 2026Episode 17929 min

#179 - Designed Intelligence: Reimagining the B2B Marketing Workforce with Michelle Boockoff-Bajdek, CMO at Sitecore

How do you move from simply using AI to truly integrating it into your workforce? In this episode, Michelle Boockoff-Bajdek, CMO of Sitecore, introduces her philosophy of Designed Intelligence - the intentional choreography between human creativity and AI capability.Michelle breaks down why the future of marketing isn't about chasing cost efficiencies, but about scaling empathy and connection. She shares how Sitecore is evolving its org charts into agile squads, the shift from personalised to "permissioned" marketing, and why curiosity is the most important skill for the modern marketer. Discover how to treat AI as a teammate rather than a tool to build deeper trust with your audience.Inside this episode:The Human-AI-Human Model: Why humans must lead the strategy, AI must accelerate the output, and humans must provide the final review.Organisational Evolution: Moving from channel silos to agile squads supported by "AI teammates."Permissioned vs. Personalised: How to maintain brand authenticity and trust in an era of industrial-scale synthetic media.The Future of the CMO: Shifting from a campaign engine to a real-time experience engine.

December 15, 2025Episode 17831 min

#178 - The New B2B Influence Model: How to Drive Growth Through Genuine Advocacy with Andy Lambert, Principal Product Manager at Adobe

We often think of influencers as people with huge follower counts, but true influence happens at the micro-level, right where your customers and brand evangelists live. This is the realm of Personality-Led Growth, and it's where B2B marketing is headed, but we there's a lot of improvement needed beforehand. On this episode of FINITE, we're joined by Andy Lambert, the entrepreneur who scaled ContentCal to 30,000 users before selling the business to Adobe.Andy has a rare perspective, having seen influencer marketing from both the scrappy startup trenches and the massive enterprise scale:Andy shares the costly mistake of misaligned paid media and how ContentCal pivoted to building genuine advocacy through Community-Led Growth and activating micro-evangelists. He explains how this approach doubled pipeline velocity and average sales price.Now leading product at Adobe Express, Andy reveals how he tackles B2B influencer marketing at scale, moving past simple reach to buying creativity and deep integration. He breaks down their strategic partnerships with macro-influencers like Steven Bartlett to drive unaided brand awareness and embed the product directly into a creator's workflow.If you're looking for practical advice on how to structure, manage, and measure your B2B influencer initiatives—shifting your focus from merely buying an audience to cultivating genuine advocacy and authority—this episode is a must-listen.

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FINITE: B2B Marketing Podcast for Tech, Software &amp; SaaS