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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What is Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS?
Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS is a business podcast hosted by Jodi Norris, with 191 episodes on record and a Required Pod Score of 84. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
About the host
Jodi Norris hosts Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS, a business show with 191 episodes published.
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Episode #190
#190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful
Aug 9, 202631 minS1
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 content management platform trusted by more than 4,200 companies worldwide. 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
#189 - Why Most Marketing Should Fail with Amanda Cole, CMO at Bloomreach
Jul 19, 202629 minS1
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
Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS
Mini-episode: Big News at Finite!
Jun 25, 20264 min
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.
Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity
Jun 7, 202624 minS1
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
#186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt
May 17, 202630 minS1
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.
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