FINITE: B2B Marketing Podcast for Tech, Software & SaaS

Jodi Norris
  • 5.0 (1)
  • MARKETING
  • UPDATED MONTHLY

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.

  1. 3D AGO

    #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.

    24 min

  2. MAR 2

    #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.

    41 min

  3. FEB 9

    #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.

    22 min

  4. JAN 26

    #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.

    25 min

  5. JAN 5

    #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.

    30 min

  6. 12/15/2025

    #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.

    31 min

  7. 12/01/2025

    #177 - Mastering B2B Podcasts with Anne Feuss, President & Co-Founder at Pod People

    This week, we get meta, discussing the strategy and execution behind high-impact B2B podcasts. Jodi speaks with Anne Feuss, Co-founder of PodPeople, an agency that produces top-ranking shows for clients like Google and HBO. Anne offers actionable insights on how B2B brands can stand out in a noisy market. We cover key topics, including: Finding the right host and hook to make technical content compelling.The essential move from audio-only to video-first podcasting.Tying content efforts to commercial impact and pipeline growth.Learn the current trends B2B audiences demand and how to evolve your content strategy from basic to best-in-class.

    28 min

  8. 11/10/2025

    #176 - Humanising B2B Brands to Stand Out in an AI Era with Deema Tamimi, VP Marketing at The Brief

    Humanisation in B2B marketing almost feels like a buzzword.  But the sentiment behind it is growing increasingly important in a sea of B2B sameness fuelled by AI.  In this episode, learn what breaks through the slop, and what B2B customers now want to see from brands: Not just photos of your team on your 'About Us' page, but human soul, artistry, and love.  Hear from Deema Tamimi, VP Marketing at The Brief, who recently undertook a rebranding project that was fuelled with humanity.

    27 min
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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.

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