FINITE B2B Marketing

5 episodes scanned.

Recent Episodes

1. #194 - Features Are Back: How B2B Messaging Is Changing for Sceptical Buyers | Adam Frank, VP Marketing at Rootly

   Oct 26, 2026

   Adam Frank, VP of Marketing at Rootly, discusses how to win over skeptical B2B buyers, especially developers, by explaining how a product works rather than leading with why. He covers when feature-led messaging works with senior buyers, why generic claims like "saves you time and money" no longer land, and how Rootly runs much of its demand generation through AI agents with a human approving changes via GitHub pull requests. The episode also touches on website structure for LLMs and telling AI tools when not to recommend a product.

2. #193 - Efficiency Over Headcount: Why Smaller Marketing Teams Win with Colin Piper, CMO at BuildOps

   Oct 5, 2026

   Colin Piper, CMO at BuildOps, discusses how marketing teams can scale efficiently in the AI era. After leading a 100+ person marketing organization at Autodesk, Colin joined Series C startup BuildOps as its first CMO and deliberately built a lean 20-person team leveraging AI agents and automation. He explores the trade-offs between lean teams and human-driven work, the emergence of 'orchestrator' roles over specialists, and where AI cannot replace human touch—particularly in field marketing and relationship-building.

3. #192 - The CMO Running 300 AI Agents with Meagen Eisenberg, CMO at Samsara

   Sep 21, 2026

   Meagen Eisenberg, CMO at Samsara, discusses how her marketing organization has deployed over 300 AI agents to drive a 31% year-over-year improvement in pipeline per marketing dollar spent. She explains the philosophical shift from automation to autonomy in agentic marketing, covering 113 active agents in production, 37 in development, and 200 personal productivity agents. The episode explores how agents are transforming marketing workflows, from website engagement to sales enablement, while examining the critical role of human judgment in oversight and the hiring criteria changes required to build and manage agentic teams.

4. #191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at Ascendion

   Sep 1, 2026

   Paul Roehrig, Chief Strategy and Marketing Officer at Ascendion, discusses how AI-native software engineering companies can balance automation with human-centric storytelling. Drawing historical parallels between today's AI anxiety and the electricity panic of a century ago, Paul argues that AI is a mirror reflecting human values and biases, and that every disruptive technology eventually reaches a societal-decided endpoint. The conversation explores how Ascendion has roughly doubled marketing program impact by deploying AI across workflows while maintaining strict human oversight at the first and last touch of creative work.

5. #190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful

   Aug 10, 2026

   Elizabeth Maxson, CMO at Contentful, discusses how the B2B buyer journey has fundamentally shifted due to AI, zero-click search, and changing content consumption patterns. She argues that CMOs face a "great content collapse" driven by pressure to produce more AI-assisted content ("AI slop") that erodes trust, and advocates for quality over quantity strategies. Maxson shares concrete examples of how Contentful reduced webinar frequency while increasing registrations by 195%, implemented simple but effective personalization (e.g., localizing event invitations by city), and uses her own platform to track AI visibility—all pointing toward a more strategic, human-centered approach to B2B content.

6. #189 - Why Most Marketing Should Fail with Amanda Cole, CMO at Bloomreach

   Jul 20, 2026

   Amanda Cole, CMO at Bloomreach, discusses the critical importance of embracing failure in modern marketing. The conversation covers how marketing playbooks are being rewritten due to rapid technological change and shifting consumer behavior, why 80% of marketing inherently fails, and how leaders can create psychological safety for teams to experiment boldly. Cole shares candid examples of her own missteps, including lessons learned about bringing the broader organization along during AI-driven transformations, and explores the future of marketing skills in an AI-native world.

7. #188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at Cohesity

   Jun 29, 2026

8. Mini-episode: Big News at Finite!

   Jun 25, 2026

9. #187 - Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity

   Jun 8, 2026

10. Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity

    Jun 8, 2026