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.

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.

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. 

Steffen Hedebrandt, CMO and Co-Founder at Dreamdata, joins FINITE to share a contrarian growth playbook for B2B scale-ups. 

We get into why “unserious” content (think memes and screenshots) drives serious pipeline, how to engineer organic LinkedIn that converts. Steffen breaks down connecting brand awareness to revenue with real signal, not vanity metrics - plus the experiments, frameworks, and attribution hygiene his team lives by.

Finally, Steffen shares his enlightening take on what it takes to win as AI overviews and LLMs reshape search. 

If you’re done with cookie-cutter demand gen, this conversation gives you the edges: creative that compounds, measurement that actually matters, and an AI-native approach to search that most marketers are sleeping on. 

Will Gardiner, our guest today, has a theory: The tactics used in successful marketing today are based on the strong fundamentals of old school PR! 

He’s got the experience to prove it. Will Gardiner is VP of Marketing at Vertice, the UK’s fastest growing scale-up in 2025. They’re growing fast, and it’s not just because of a good product or positioning. 

Will’s approach to marketing prioritises high-quality, resonant thought leadership across all digital channels. He employs creativity, data, and emerging channels such as influencer marketing to achieve immense marketing impact. 

You’ll learn from a marketer cracking the code for growth in 2025, with tactical tips for your own strategy. 

In light of AI search, is SEO dead? Not so fast. 

Clarity’s Chief Digital Officer, Tom Telford, joins FINITE to bust myths and bridge the gap between comms and marketing. 

Drawing on lessons from the dot‑com era to today’s AI reality, Tom shows where CMOs and CCOs must lock arms, and where their functions should stay distinct. 

Expect practical ways to align on metrics and budgets, and make PR, SEO, content, social and paid amplify each other. 

Disclaimer: Clarity is the main sponsor of the FINITE Podcast. 

For years, B2B leaders have preached the importance of breaking down organisational silos, yet true cross-functional alignment remains elusive for many. How do you move beyond theoretical collaboration to create a genuinely seamless customer experience where product, marketing, sales, and support all speak the same language?

In this episode, we're joined by Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, who oversees a diverse organization of 1,200 employees. Drawing on her extensive experience at tech giants like Microsoft, Amazon, and Adobe, Mika shares the blueprint behind Freshworks' transformative "uncomplicate" movement.

Discover how Freshworks uses this simple North Star to reduce friction across the entire customer journey. 

Tune in to learn:

• Why cross-functionality is essential to capitalize on innovations like AI search.
• Tactics for building a shared "source code" for brand messaging across technical and commercial teams.
• How to overcome the challenge of unlearning siloed behaviors and fostering a culture of mutual success.
• Proof points for measuring the impact of alignment on customer satisfaction and employee engagement.

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

AI is significantly reshaping B2B marketing, potentially leaving you excited about the future of work or anxious about getting left behind . Either way, this episode aims to shed light on an AI-first marketing team - how to build one and how to operate in one. 

You’ll hear from the highly entrepreneurial, Guy Marion, CMO at Chargebee, to unpack how he’s moving fast, and thoughtfully, on an AI-first strategy, including major team restructures and exciting workflows. Guy shares what has changed, what has improved, and how his team feels about the transition. 

What you’ll learn:

• How a CMO approached an AI-driven team restructure - what was enhanced, what was created, and why.
• Practical ways AI increases marketing effectiveness across the funnel.
• Tactics for driving adoption - onboarding, enablement, and change management. 
• What AI can't replace, and blending creativity with speed.
• How to rethink workflows and metrics for an AI-collaborative future.

Note: We’re not advocating broad team restructures. Guy’s approach was designed for Chargebee’s specific context. Our goal is to give you a clear, candid look at an AI-first marketing team, so the future feels less scary and far more proactive. 

In an age of uncertainty, deepfakes and false promises, referrals stand out as a key marketing channel for B2B brands. Partner marketing is an effective strategy to grow new business and gain trust with your audience. 

James Stacey is the Principle Programme Marketing Manager at Red Hat, where he leads their partner marketing strategy as well as their AI and partnerships development. James takes us through the benefits of partner marketing, how it all works, the different kinds of partnerships, and how to create an ROI driven partner marketing programme that builds mutually beneficial relationships. 

Get an inside scoop into the marketing priorities of global enterprise, Cisco. Their fearless leader, Rebecca Stone, comes on the podcast to discuss her approach to data, and their ambitious project to integrate all internal data sources into a unified platform for every team. 

We also discuss Rebecca’s unique approach to team structure, where a unique matrix ensures a high level of productivity all of the time. 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.

Are your customers conservative or liberal? And does it matter? 

Yes!

Political ideology is a key representation of someone’s values, behaviour, and worldview. These are all things that influence buying decisions significantly, even in B2B. 

Your company exudes values that align with right or left leaning politics, and you probably don’t even know it. 

This fascinating episode with Chris Peterson is packed with insights that will help you level up your marketing strategy. 

Key takeaway: Political ideology should be a key factor in your buyer persona maps. It represents your audience much more than gender, age, or sector! 

You can ask Chris further questions by connecting with him on LinkedIn: https://www.linkedin.com/in/chrispetersonsf/ 

Make sure to check out his marketing insights company: https://www.lifemind.ai/ 

And grab his book here: https://redandblue.substack.com/ 

The FINITE Podcast is sponsored by Clarity, a full-service digital marketing and communications agency. Through ideas, influence and impact, Clarity empowers visionary technology companies to change the world for the better.