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

Jodi Norris
  • 5.0 (1)
  • Marketing
  • Monthly

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.

  1. Oct 26

    #194 - Features Are Back: How B2B Messaging Is Changing for Sceptical Buyers | Adam Frank, VP Marketing at Rootly

    A billboard in New York reads “Business software that doesn’t suck.” It’s bold and memorable, and according to Adam Frank, it’s exactly the kind of message that makes a sceptical buyer more sceptical, not less. For years, B2B marketers have been told to lead with why and sell benefits, not features. Adam has found the opposite with some of technology’s most sceptical buyers.  In this episode of the Finite Podcast, Jodi Norris sits down with Adam to unpack how to win over buyers who’ve heard every claim before. They discuss when features are the smarter conversation with senior buyers, why “saves you time and money” no longer lands, and how Adam runs almost all of Rootly’s demand gen through AI agents, starting each morning by reviewing their proposed changes in GitHub. Adam Frank is VP of Marketing at Rootly, the AI-native on-call and incident management platform trusted by Nvidia, Replit, Canva, and DoorDash. With more than 20 years in B2B SaaS across product, marketing, and growth, he has been a developer, built products for developers, and marketed to them, giving him an unusually complete view of the sceptical buyer. If your messaging is built on claims anyone could make, this conversation is a must-listen. Inside you’ll find… Why talking about features works with senior, experienced buyers, and when it backfiresHow Rootly runs paid media and retargeting through a team of AI agents, with a human approving every changeWhy your website should tell LLMs when not to mention you, and how poor-fit users spread scepticism to the buyers you actually want

  2. Oct 5

    #193 - Efficiency Over Headcount: Why Smaller Marketing Teams Win with Colin Piper, CMO at BuildOps

    For years, a marketing team's value was measured by their headcount and their budget. That equation is breaking down. As AI moves from writing assistant to agentic orchestrator, the companies pulling ahead are driving more revenue with fewer people.  In this episode of the Finite by Clarity podcast, Jodi Norris sits down with Colin Piper to unpack what it takes to build a marketing team in the AI era. As BuildOps' first CMO, Colin inherited a team of fewer than ten and chose to grow it deliberately, to around 20 people in a 500-person company.  But Colin hasn't always worked with lean teams. Through ten years at Autodesk Colin rose from early-stage product marketer during the company's move to the cloud to leading a 100-plus person marketing organisation across its construction technology vertical.  This perspective makes for an excellent view of trade-offs and advantages of lean teams in an era of AI.  Inside you'll find… Efficiency over headcount: why revenue per head is becoming the new badge of honour for marketing leadersThe orchestrator hire: why Colin looks for boundary-spanners over specialists, and the full-stack marketer that may come nextWhere lean stops: field marketing, ABM, and the human work AI can't automate

  3. Sep 21

    #192 - The CMO Running 300 AI Agents with Meagen Eisenberg, CMO at Samsara

    Meagen Eisenberg has deployed over 300 active AI agents to drive 31% year-on-year growth in pipeline per marketing dollar spent. Wow.  In this episode of the Finite Podcast, Jodi Norris sits down with Meagen, CMO at Samsara, to unpack what happens when a marketing organisation puts autonomy, not automation, at the centre of its workflow.  Beyond the headline number, Samsara is running 113 active agents in production workflows, with a further 37 in development, and 200 more handling personal productivity, including a website assistant whose quarterly pipeline has quadrupled.  Meagen explains why agentic marketing is a genuine philosophical shift rather than a new channel, why hiring criteria have changed accordingly, and how human judgement and review cycles remain essential even as agents take on more of the workflow.  Meagen Eisenberg is a four-time CMO and board advisor who has led marketing through IPOs and acquisitions at MongoDB, Navan (formerly TripActions), Lacework and now Samsara, and advises companies including Together AI and Gretel.ai. Across 25 exits since 2011, she has built a reputation for steering marketing organisations through structural, technology-driven change. Inside you'll find… Why agentic marketing demands a different hiring and management philosophy to any previous shift in the disciplineThe metrics Samsara uses to prove agentic marketing's return, and the results behind themHow human taste and judgement remain the essential checkpoint in an increasingly autonomous workflow

  4. Sep 1

    #191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at Ascendion

    "How to not get electrocuted" is the advice Nikola Tesla once gave newspapers , back when electricity first reached London and New York and headlines warned it would kill you in the street. A century on, AI is no different. In this episode of Finite by Clarity, Jodi Norris sits down with Paul Roehrig, chief strategy and marketing officer at Ascendion.  Together they challenge the fear-led narrative dominating so much AI messaging, both the version aimed at customers and the quieter version playing out inside marketing teams themselves.  Paul offers a sharper way to think about the anxiety. He also pushes back on the idea that AI is somehow limitless. Every disruptive technology, from electricity to the railways, eventually reaches an endpoint society decides on. AI will too. Paul Roehrig is the founder and strategic leader who guided Ascendion's breakthrough as a powerhouse in AI-powered software engineering.  An award-winning, best-selling author of Monster, What To Do When Machines Do Everything and Code Halos, he previously led strategy and growth for Cognizant Digital Business & Technology, founded the Center for the Future of Work, and was a principal analyst at Forrester Research.  Inside you'll find… Why the fear around AI echoes the exact headlines that greeted electricity a century agoPaul's argument that AI is a mirror of us, and why blaming it misses the pointWhy every disruptive technology finds a natural ceiling, and what that means for the tension between economic value and public safety

  5. Aug 10

    #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 trustWhy "less is more" content strategies are outperforming high-frequency productionHow simple, broad-strokes personalisation is consistently outperforming complex micro-targeting

  6. Jul 20

    #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 pointHow AI agents change the scale and speed of failure, and what "human in the loop" really means in practiceThe sunk cost trap every marketing leader falls into, and the discipline it takes to walk back before the finish line

  7. Jun 29

    #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 clarityWhere AI genuinely shortens a six‑month enterprise buying journey – and where humans must stay in the loopA practical framework for lifting teams out of execution and into more strategic, high‑leverage work

  8. Jun 25 ·  Bonus

    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.

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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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