Episodes
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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 -
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 -
Missing episodes?
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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.
The importance of making marketing more objective to overcome existing challenges.How Steve has helped shift the perspective of marketing at Morgan StanleyThe relevancy of vanity metrics and how to communicate their value to executives when they don't show hard ROI.
We explore several key topics with Steve:
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 needsHow MarTech stacks change as you scaleHow to decide whether certain tools are worth itHow many tools you need at any one pointFor 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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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.
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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.
What creativity in marketing should look likeHow to cultivate a culture of creativity How to manage stakeholders expectations of process vs. creativity How to manage a balance between creativity and process
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: -
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.
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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. -
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. -
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.
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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 -
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.
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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.
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