FINITE B2B Marketing
Jodi Norris
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…
Recent Episodes
#191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at Ascendion
Sep 1, 2026Paul 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.
#190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful
Aug 10, 2026Elizabeth 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.
#189 - Why Most Marketing Should Fail with Amanda Cole, CMO at Bloomreach
Jul 20, 2026Amanda 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.
#188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at Cohesity
Jun 29, 2026Mini-episode: Big News at Finite!
Jun 25, 2026#187 - Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity
Jun 8, 2026Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity
Jun 8, 2026#186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt
May 18, 2026#185 - Is SaaS Really Dead? AI Agents, Vibe Coding and Repositioning with Antony Cousins, VP Marketing at Meltwater
Apr 27, 2026#184 - Disruptive Technology, Adaptation and Hyper‑Growth with Caitlin Allen, SVP of Market and Chair at Simbe Robotics
Apr 7, 2026
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