Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS

Hosted by Jodi Norris

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Episodes

191

Latest episode

Aug 2026

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EN-GB

About the show

The Finite by Clarity 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. 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 By Clarity B2B Marketing podcast, our host Jodi Norris sits down to talk B2B marketing with an innovative and ambitious senior marketers and CMOs from a B2B technology companies, exploring trends, challenges and practical tips. Listen to the B2B marketing podcast on your preferred platform, or visit our library of episodes at clarity.global.

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60 recent

August 10, 2026Episode 19031 min

#190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful

Elizabeth Maxson has started noticing the tells. Beyond em dashes and "quotation marks," the certain phrases repeated a little too often. Leaders she's long admired, publishing content that no longer sounds like them. On this episode of Finite by Clarity, she makes the case that this matters more than most CMOs think, not because AI-assisted content is wrong, but because publishing without judgement, experience or voice quietly erodes trust. Elizabeth is Chief Marketing Officer of Contentful , a digital experience platform trusted by more than 4,800 customers. Before Contentful, she was CMO at Tableau, a Salesforce company, and led Strategic Technology Partnerships marketing at Salesforce, launching relationships with AWS, Google Cloud, Alibaba and Apple. In this episode, Jodi Norris sits down with Elizabeth to unpack how the buyer journey has changed shape, and why the instinct to produce more content is usually the wrong one. Elizabeth explains how cutting webinar output and being more selective on topics increased registrations and conversions, and how keeping personalisation deliberately simple, segmenting by audience type rather than complex micro-targeting, delivered a 195% increase in click-through rate. Inside you'll find… Why the small, repeated tells of AI-generated content are quietly costing leaders their audience's trust Why "less is more" content strategies are outperforming high-frequency production How simple, broad-strokes personalisation is consistently outperforming complex micro-targeting

July 20, 2026Episode 18928 min

#189 - Why Most Marketing Should Fail with Amanda Cole, CMO at Bloomreach

What if the biggest risk in marketing isn't failing, it's being too afraid to? In this episode of the FINITE Podcast, Jodi Norris sits down with Amanda Cole , CMO at Bloomreach , to unpack why building a culture that tolerates, and even expects, failure has never mattered more. As AI reshapes how marketing teams operate, Amanda argues the old playbook no longer applies. Instead, the marketers who thrive will be the ones comfortable saying "that didn't work" and moving on fast. The conversation explores what happens when decision-making shifts from humans to AI agents, why scale changes the stakes of every mistake, and why Amanda believes the real risk isn't moving too fast, but forgetting to bring your whole organisation along with you. Amanda Cole has spent over 20 years building B2B marketing functions from the ground up, starting in direct mail and rising to CMO at Bloomreach, where she leads global marketing, technology partnerships and pipeline generation. Known for her candour and appetite for risk, she's built a reputation for pairing bold experimentation with hard-won lessons on leadership and change. Inside you'll find… Why Amanda believes 80% of marketing doesn't work as intended, and why that's exactly the point How AI agents change the scale and speed of failure, and what "human in the loop" really means in practice The sunk cost trap every marketing leader falls into, and the discipline it takes to walk back before the finish line

June 29, 2026Episode 18837 min

#188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at Cohesity

As B2B technology companies scale, size often comes at the cost of agility. Processes calcify, buying cycles stretch, and marketing teams end up running up and down the stairs faster instead of building the elevator. In this episode of the FINITE Podcast, Jodi Norris sits down with Carol Carpenter , CMO at Cohesity , to unpack what it really takes to market at enterprise scale without slowing down. Fresh from Cohesity’s merger with Veritas, Carol shares the realities of integrating two large marketing organisations, building trust across cultures, and holding on to startup-style velocity inside a 5,800‑person business. She explains how her team uses AI to redesign workflows – from translation and brand governance tools, to AI‑powered SDR outreach that doubles lead‑to‑meeting conversion. Along the way, she draws a firm line between what can be automated and what cannot: creativity, taste and strategic judgement. Carol has been in technology marketing for most of her career, starting as a product manager at Apple. She enjoys scaling and transforming companies and has done that in leadership roles at VMware, Google, Apple, Trend Micro and now as CMO of Cohesity. Carol gives back through mentorship programs such as the HBS Women Entrepreneurship program and Monte Jade, an AAPI professional organisation. Inside you’ll find… How to merge marketing cultures without losing speed, trust or clarity Where AI genuinely shortens a six‑month enterprise buying journey – and where humans must stay in the loop A practical framework for lifting teams out of execution and into more strategic, high‑leverage work

June 25, 20264 min

Mini-episode: Big News at Finite!

We’ve got big news! Over the past six years we’ve convened inspiring conversations with some of the most exciting names and brands in B2B tech. From interviews and meetups to full-day conferences, the Finite brand has grown into a trusted space for thoughtful conversations in B2B tech.… and we couldn’t be prouder! You may be aware that throughout this journey we’ve been quietly backed by Clarity. Clarity is a senior-led global growth consultancy for technology brands that have outgrown agencies and fragmented partners. Now, as we continue to grow and evolve, we want to make it more clear just how large a role Clarity plays in Finite’s story. And so we are now… Finite by Clarity. With a refreshed brand that reflects our growing ambitions, we’re able to bring higher quality content, exclusive podcast guests, and more insights to inspire your marketing strategy and career. The newsletter and podcast will continue as normal, and you can find the new home of Finite on Clarity’s website, where you can still access our library of content. We hope you’re as excited as we are for the new opportunities and horizons at Finite by Clarity. Connect with our host, Jodi on LinkedIn - she loves at chat! And check out the new home of Finite by Clarity for our library of episodes.

June 8, 2026Episode 18724 min

#187 - 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 journey Why 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.