FINITE: B2B Marketing Podcast For Tech, Software & SaaS podcast

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QUALIFIED: How Competency Checking and Race Collide at Work with Shari Dunn | 284 33:58

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In this episode, we delve into the concept of being "qualified" in the workplace, examining who gets labeled as such, who doesn't, and the underlying reasons. We explore "competency checking"—the practice of scrutinizing individuals' abilities—and how it disproportionately affects underrepresented groups, often going unnoticed or unchallenged. Our discussion aims to redefine qualifications in a fair, equitable, and actionable manner. Our guest, Shari Dunn , is an accomplished journalist, former attorney, news anchor, CEO, university professor, and sought-after speaker. She has been recognized as Executive of the Year and a Woman of Influence, with her work appearing in Fortune Magazine, The Wall Street Journal, Ad Age, and more. Her new book, Qualified: How Competency Checking and Race Collide at Work , unpacks what it truly means to be deserving and capable—and why systemic barriers, not personal deficits, are often the real problem. Her insights challenge the narratives that hold so many of us back and offer practical solutions for building a more equitable future. Together, we can build workplaces and communities that don’t just reflect the world we live in, but the one we want to create. A world where being qualified is about recognizing the talent and potential that’s been overlooked for far too long. It’s not just about getting a seat at the table—it’s about building an entirely new table, one designed with space for all of us. Connect with Our Guest Shari Dunn Website& Book - Qualified: https://thesharidunn.com LI: https://www.linkedin.com/today/author/sharidunn TikTok: https://www.tiktok.com/@thesharidunn Related Podcast Episodes: How To Build Emotionally Mature Leaders with Dr. Christie Smith | 272 Holding It Together: Women As America's Safety Net with Jessica Calarco | 215 How To Defy Expectations with Dr. Sunita Sah | 271 Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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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.

166 Episoden

#Business #Marketing #Tech #Alex Price #Technology #Digital #Digital Marketing #Inbound Marketing #Fintech #Software #MBA #B2B #SaaS #B2B Marketing

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

45 subscribers

updated vor 2 Stunden

Serie-Home•Feed

166 Episoden

#Business #Marketing #Tech #Alex Price #Technology #Digital #Digital Marketing #Inbound Marketing #Fintech #Software #MBA #B2B #SaaS #B2B Marketing

Alle episoder

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#165 - Four stages of B2B tech growth with Miruna Dragomir, CMO at Planable 29:25

vor 2 hours29:25

29:25

In this episode, we dive into the remarkable journey of Miruna Dragomir , the pioneering marketing force at Planable . From being the first marketing hire to steering the company through three significant growth stages—and a fourth in progress—Miruna's story is one of resilience and transformation. Miruna candidly shares the challenges she faced at each stage of growth, the innovative strategies she employed to overcome them, and how these experiences reshaped her approach to marketing. Whether you're in the midst of scaling your business or looking for fresh perspectives, Miruna's journey offers valuable lessons for marketers at all levels. Tune in for a dose of inspiration and practical wisdom that will inform your perspective!…

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#164 - Fuelling Growth with Market Intelligence, with Steven Stano (Morgan Stanley) and Zach Golden (Anova Consulting) 29:20

vor 21 Tagen29:20

29:20

Stand out in a competitive market with market intelligence insights. On this episode, we're joined by Zach Golden and Steve Stano , the dynamic duo behind Morgan Stanley's market intelligence program, to explore how market intelligence can be the key to your growth strategy. Discover how leveraging market insights can propel your business forward and provide a competitive edge. Zach and Steve share their expertise on gathering and interpreting critical data, offering valuable perspectives that can help you navigate and thrive in your industry.…

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#163 - Is this the next evolution in B2B marketing? With Ari Capogeannis, Director of Revenue Marketing at NVIDIA 42:47

vor 5 weeks42:47

42:47

Get insight into the next evolution in marketing with Ari Capogeannis , Director of Revenue Marketing at NVIDIA. Ari shares his sophisticated, yet simple, approach to marketing that revolutionises what marketing can offer to an organisation. You’ll learn how AI and data analytics are transforming marketing from a traditional practice into the data heart of businesses. Gain cutting-edge insights on aligning sales and marketing and making impactful forecasts using data. Whether you've got a team of 2 or 50, a budget of £10 or £1m, this episode promises to enlighten and inspire, offering practical takeaways for teams of all structures.…

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#162 - Why marketing trends won't work for you, with Jodi Norris 8:48

vor 7 weeks8:48

8:48

There are mountains of marketing advice available to B2B marketers, including this podcast! But how do you distinguish between marketing fluff and marketing foundation? What trends should you ignore, and which should you pick up? This episode dives into a theory of extrapolation, looking at how variables impact whether someone else’s marketing will work for your brand. If you’d like to connect with me, please do! I’d love to hear your thoughts and feedback. Add me on LinkedIn here .…

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#162 - How to think about marketing strategy with Colin Lewis 34:10

vor 10 weeks34:10

34:10

This episode provides a breakdown of strategy - how to think about strategy to get internal support and ensure marketing success. Jodi and Colin discuss the power of language, the art of persuasion, and tips to using language to better persuade.

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#161 - Prediction or fiction? Jodi on which 2025 B2B marketing forecasts matter 11:57

vor 13 weeks11:57

11:57

On this special episode of the FINITE Podcast, you'll hear from our regular host, Jodi Norris. After sifting through the abundance of B2B marketing predictions that arise at the end of each year, Jodi shares her critical thoughts - the predictions she thinks we should take seriously, and the ones we should take with a pinch of salt. You can connect with Jodi here. And the links she mentioned are here: 95/5 in market / out market rule LinkedIn comedian Ken Cheng…

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#160 - Why you should be thinking about digital accessibility with Jennifer Griffin Smith, CMO at Acquia 27:11

vor 15 weeks27:11

27:11

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…

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#159 - Choosing an agency: Are you settling for less? With Rachel Gilley, CEO at Clarity 23:53

vor 17 weeks23:53

23:53

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.…

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#158 - Challenger brand communications with Valentina Kristensen, Corporate Affairs Director at OakNorth Bank 23:50

vor 19 weeks23:50

23:50

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.…

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#167 - Making B2B marketing more objective, with Steve Stano, Executive Director and Head of Morgan Stanley at Work B2B Global Equity Marketing 26:53

vor 21 weeks26:53

26:53

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.…

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#156 - Demand generation and other fake B2B tactics with Dale Harrison, Marketing Consultant 1:19:38

vor 23 weeks1:19:38

1:19:38

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.…

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#155 - The Perfect B2B MarTech Stack with Philippe Ruttens, CMO at Tyk 31:43

vor 25 weeks31:43

31:43

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.…

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#154 - How to make time for strategy with Juliette Aiken, CMO at Dotdigital 31:43

vor 27 weeks31:43

31:43

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.…

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#153 - Myth-busting Acquisition vs Retention with Professor John Dawes, Associate Director (Operations) at Ehrenberg-Bass Institute 32:45

vor 30 weeks32:45

32:45

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.…

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#152 - Should B2B marketers fear cookie deprecation? With Nohar Zmora, VP Brand and Strategic Marketing at Kaltura 29:17

vor 32 weeks29:17

29:17

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.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#151 - How to leverage customer data with Jim Turner, SVP of Customer Experience at Exclaimer 33:00

vor 35 weeks33:00

33:00

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.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#150 - Reinventing Marketing with Bruno Bertini, CMO at 8x8 25:34

vor 37 weeks25:34

25:34

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!…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#149 - A guide to creativity in B2B marketing with Jamie Buxton, Global Senior Director of Marketing at WEX 25:31

vor 41 weeks25:31

25:31

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…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#148 - Staying focused on B2B marketing objectives, with Kathryn Thomas, EMEA Marketing Director at Box 29:03

vor 43 weeks29:03

29:03

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.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#147 - B2B Influencer ≠ Thought Leader with James Baldwin, Head of Influence, Asia at Ogilvy 29:24

vor 45 weeks29:24

29:24

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.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#146 - All roads lead to product marketing, with Priya Gill, VP Product Marketing, Web Strategy & Global Experience at SurveyMonkey 21:57

vor 50 weeks21:57

21:57

Priya Gill is the queen of product marketing. Kicking off her career at HP as a global product marketing manager, Priya has risen through the ranks of tech at Box, and now Surveymonkey . She is now VP Product Marketing, Web Strategy & Global Experience. With a job title so expansive, this episode dives into the fundamentals of product marketing, and how PM can inform a highly successful, multi-channel strategy.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#145 - Career growth secrets with a CMO with Allison MacLeod, CMO at Flywire 27:26

vor 1 year27:26

27:26

Whether you’re eyeing up that CMO position, want to start leading a team, or are looking for your next tech company, this FINITE Podcast episode is for you. Allison MacLeod shares her inspirational career journey, how she took advantage of opportunities, found the right companies and leveraged mentors and advocates to get to where she is now - CMO at leading tech company, Flywire . Learn how to take your career by the horns, spot opportunities, and grow your personal arsenal of marketing skills.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#144 - Aligning with sales for full-funnel attribution with Mitali Israni, Marketing Director at Medallia 26:10

vor 1 year26:10

26:10

Do you know how sales and marketing alignment can achieve full marketing attribution? If not, feast your ears on this fantastic FINITE Podcast episode. We’re joined by Mitali Israni , Marketing Director at Medallia , who shares her secrets to achieving full multi-touch attribution. We also cover ABM, cookie-less tracking, AI and the death of sales, and how these impact attribution. This is our first video podcast! Watch it here: https://www.youtube.com/watch?v=j26Cqx1aHdk…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#143 - Product-led growth vs brand with Nicola Hamilton, VP Marketing Brand and Communications at GoCardless 27:43

vor 1 year27:43

27:43

How does your marketing strategy find the balance between product and brand? B2B tech businesses often enter markets and try to grow through PLG. This does work, but oftentimes growth is slowed by a neglect of brand strategy. On this episode of the FINITE Podcast you’ll hear from Nicola Hamilton , VP Marketing Brand and Communications at GoCardless . GoCardless is a hugely successful B2B fintech with a strong brand strategy built over 13 years. As their marketing communications leader, Nicola shares her approach to brand, and the distinction she’s noticed between brand and product-led growth. You’ll gain inspiration and insight as to how to balance the two.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#142 - What customer-centricity actually means with Simeon Lando, CMO at FORM3 27:52

vor 1 year27:52

27:52

We’ve all heard the term ‘customer-centricity’ amidst LinkedIn posts and the webinar invitations in our inboxes. But what does customer-centricity actually entail? And how can B2B marketers demonstrate this to both stakeholders and customers? Jodi was honoured to host Simeon Lando on this FINITE Podcast. Simeon is the CMO at FORM3 , a next-level B2B fintech driving the future of the payments industry. He’s had a long and successful career in marketing, formerly at titans like PayPal and Barclaycard, to fast-paced fintechs like Refinitiv and Finastra. Learn how Simeon approaches his marketing with customer-centricity, and emphasises the importance of research and relationships, with the success stories to prove it.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#141 Your ideal marketing team structure with Eric Thum, Head of Marketing at VTS 28:12

vor 1 year28:12

28:12

This episode is set to inspire the structure of your marketing team, whether small, medium or colossal. Our guest, Eric Thum , Head of Marketing at VTS , was a winner of our FINITE 30 this year as he has led the marketing for one of the fastest-growing B2B SaaS companies in 2023. You’ll get an inside scoop into how he’s achieved this - through an integrated team structure, aligned metrics and more. The FINITE Podcast is made possible by: - Clarity : the fast growing, global marketing communications agency working with leading technology brands. - 93x : the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth. - And Exclaimer : the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#140 Why Chief Marketing Officers should be left in 2023 with Jennifer Griffin Smith, Chief Market Officer at Acquia 29:12

vor 1 year29:12

29:12

If you’ve read the title, let us clarify. No, marketing is not dead. If anything it’s more important now than ever. What we mean by the title is that what marketing is and what it should do is shifting. On today’s podcast episode, we heard from a true pioneer in the space: Jennifer Griffin Smith , Chief Market Officer at Acquia . In the first half of the episode, Jennifer tells us the distinction between a CMO and Chief Market Officer, which is one that has drastic positive effects across a tech organisation. In the second half, Jennifer gives her take on what B2B tech marketers should all be thinking about next, and B2B trends set for 2024. The FINITE Podcast is made possible by: - Clarity : the fast growing, global marketing communications agency working with leading technology brands. - 93x : the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth. - And Exclaimer : the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#139 - The changing shape of SEO with Erika Varangouli, Head of SEO Branding at Semrush 31:46

vor 1 year31:46

31:46

The SEO and content landscape is shifting. As marketers we all see it, and feel it. On this FINITE Podcast, we’ll let you know how to adapt to these shifts, where SEO should fit in the wider business function and how brand gets involved. We heard from the expert of experts, Erika Varangouli , Head of SEO Branding at Semrush . Semrush is the leading online visibility platform, and Erika leads their SEO community. Suffice to say she knows a lot about the subject. So enjoy! The FINITE Podcast is made possible by: - Clarity : the fast growing, global marketing communications agency working with leading technology brands. - 93x : the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth. - And Exclaimer : the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#138 - B2C marketing for B2B Enterprise Audiences with Nathan Rawlins, CMO at Lucid Software 25:12

vor 1 year25:12

25:12

The lines between B2C and B2B are blurring, it's a fact. But the stereotypes of stiff, business-like, suited-up enterprise customers prevail. On this FINITE Podcast episode, our guest, Nathan Rawlins , rejects these stereotypes and believes enterprise audiences respond well to B2C tactics all-the-same. As CMO at Lucid Software , a leading visual collaboration suite, Nathan has his mind on the entire customer lifecycle and a full range of customer segments. This experience lends itself to the topic, as his strategic approach is full of experimentation and creativity. Listen to learn his successes and challenges that arise when adopting this mindset. The FINITE Podcast is made possible by: - Clarity : the fast growing, global marketing communications agency working with leading technology brands. - 93x : the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth. - And Exclaimer : the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.…

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

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#137 - Marketing to audiences who hate marketing with Davor Kolenc, Head of Growth at Treblle 22:10

vor 1 year22:10

22:10

As audiences grow increasingly skeptical of brands and tired of seeing ads, how can marketers market to people who hate marketing? This episode goes through Davor Kolenc 's experience as Head of Growth at Treblle , and how he has successfully grown the brand in the DevTech space. Jodi and Davor cover tips for building trust, which channels to avoid and when sly tactics enter into manipulation. The FINITE Podcast is made possible by: - Clarity : the fast growing, global marketing communications agency working with leading technology brands. - 93x : the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth. - And Exclaimer : the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel.…

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