We all know that the world of B2B tech is highly competitive, with companies overlapping product functions and audiences. How are B2B tech marketers to help their companies stand out? On this FINITE Podcast episode, Alex sat down with Daniel Frohnen, experienced B2B tech CMO, formerly at Sendoso at now at UpKeep. Alex and Dan have a deep discussion about category creation, whether it&apos;s merely the use of buzzwords, whether new categories are even worth pursuing and whether category creation is more expensive than pursuing existing ones. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.community Support the show (https://finite.community/)

FINITE: Marketing in B2B Technology Podcast

#76 - Category creation in competitive B2B tech with Daniel Frohnen, CMO at UpKeep

Salesforce+ is the new Netflix-style B2B content platform from Salesforce. It hosts high-quality, full length episodes, and redefines how B2B content has ever been thought of before. On this FINITE Podcast episode, we got the inside scoop as to why it has been made and how, with the VP and CMO, APAC at Salesforce, Leandro Perez. Leandro shares his thoughts on the importance of production quality, the use of other platforms like YouTube, and the future of B2B content. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.community Support the show (https://finite.community/)

#75 - How Salesforce+ redefines B2B content with Leandro Perez, VP & CMO, APAC at Salesforce

On this episode, we&apos;re not a B2B marketing podcast. Instead, we&apos;re a marketing podcast. Why? Our guest, David Fallarme, doesn&apos;t believe in the distinction between B2B and B2C marketing. Listen to the episode to learn David&apos;s preference for dividing marketing into more useful types. He discusses what the gap between B2B and B2C looks like within the marketing space, why it should be closed, and why B2H is also the wrong way to go. At the time of recording, David was Head of Marketing, Asia at HubSpot, and is now Director of Marketing at On Deck. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#74 - There's no such thing as B2B and B2C with David Fallarme, Former Head of Marketing, Asia at HubSpot

Data can be harnessed to inform, guide and support a B2B tech marketing strategy. It can be used for growth, personalisation and speed for success in highly competitive categories. On this episode of the FINITE Podcast, you&apos;ll gain a scope of the &apos;big data&apos; landscape, and you&apos;ll learn how you can enhance your marketing automation and customer platforms with data insights. We spoke to Kevin Tate, CMO at Clearbit, a leading marketing data engine for B2B companies. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#73 - Enhancing a B2B MarTech stack with data with Kevin Tate, CMO at Clearbit

Maya Grossman has written a best seller on career development, with a long and successful career spanning some of the largest brands in tech like Microsoft, Google and Canvas. She hasn&apos;t just waited for these opportunities to come to her, throughout her career she&apos;s made purposeful decisions to exceed and stand out amongst a sea of B2B tech marketers. On this episode of the FINITE Podcast, you&apos;ll hear Maya&apos;s tips on flourishing at each stage of a B2B tech marketing career from IC to VP of Marketing. This includes building a marketing portfolio. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#72 - Tips for a successful B2B tech marketing career with Maya Grossman, VP Marketing at Canvas

95% of B2B buyers are not in the market for your product or service at any given time. It&apos;s a fact. So why spend your precious B2B tech marketing time and resources on convincing people to buy, instead of making your brand memorable for when they&apos;re ready to?Learn how to make the case for brand marketing with Jann Schwarz, Snr Director at The B2B Institute, who delivered this new research in partnership with Ehrenberg-Bass.Find the full research report here. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#71 - The case for brand in B2B tech with Jann Schwarz, Snr Director at The B2B Institute

Should you keep your outreach emails snappy? Or should you give detail and specificity? Should you pour your heart out to your target accounts? Or should you maintain stoic rationality? All these questions answered and more in this special FINITE Podcast. We spoke to David van Schaick, CMO at The Marketing Practice and Doug Hutton, Senior Vice President, Products at Corporate Visions to find out the behavioural science behind successful cold emails for ABM in B2B tech marketing. Listen to learn about their recent research, findings and gain practical takeaways for your own messaging! Read more about the research here.  ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#70 - Behavioural science in ABM with David van Schaick, CMO at The Marketing Practice and Doug Hutton, SVP, Products at Corporate Visions

When an organisation evolves, the customer-facing brand can lag behind as it represents values and missions of the past.  On this episode of the FINITE Podcast, you&apos;ll learn why an organisation might need a rebrand in the first place, how to go about it and what to do after, with reference to Momentive&apos;s outstanding example. You&apos;ll hear behind the scenes insights to SurveyMonkey&apos;s rebrand with Karen Budell, who lead the transition to Momentive to better suit their modern objectives. Karen has spent her career telling brand stories at top tech companies like Google, and has plenty of advice to share. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#69 - Behind the scenes of SurveyMonkey's rebrand with Karen Budell, VP of Brand Marketing at Momentive

You could have the best CMO in the world, but there might be some things they don&apos;t know quite how to tell you. From take more risks, to hire better people, to give better feedback... you might need feedback on your feedback! That&apos;s why we welcomed B2B marketing superstar Ryan Bonnici on the FINITE Podcast. You&apos;ll probably follow him on LinkedIn and Twitter, he&apos;s Forbes 26th most influential CMO, former CMO at G2 and current CMO at Whereby - an easy video meetings platform. Listen to this episode to learn how to be a better B2B marketer and get to the next step in your career. (Hiring template unavailable)---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#68 - Everything your CMO doesn’t know how to tell you with Ryan Bonnici, CMO at Whereby

With the ABM craze going on at the moment in B2B tech, we thought it was time to bust some ABM myths that have been brewing as more and more marketers take on this approach. On the episode of the FINITE Podcast, we spoke to Zoe Hominick, Head of Business Marketing and CEX, Business Division at O2, who has been in the ABM game for a decade. Zoe answers common questions such as:- Should ABM be one-to-one, one-to-few or one-to-many?- Does account size affect which ABM approach to do? - Should ABM be used to gain net new accounts or grow existing ones? ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#67 - ABM myth busting with Zoe Hominick, Head of Business Marketing and CEX at O2

People don&apos;t trust brands anymore, they trust people, especially when making large decisions on behalf of a company. That&apos;s why in B2B marketing, thought leadership plays an important role in a content strategy. On this episode of the FINITE Podcast, we hear from Ashley Faus, Content Strategy Lead at Atlassian - a global tech company that owns work management tools such as Trello and Jira. Ashley has plenty of experience choosing and building thought leaders within Atlassian, and shares her framework for building a profile and influence for employees. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#66 - How to build or be a thought leader in B2B tech with Ashley Faus, Content Strategy Lead at Atlassian

If you hadn&apos;t heard, Tyler Lessard is the King of Video. As VP Marketing and Chief Video Officer at leading video platform Vidyard, he is also the author of video marketing bible: The Visual Sale. Tyler knows that video marketing is the future of content, and explains how video can help emotionally engage B2B buyers and speeds up the sales cycle, as seen at Marketo with their new and improved call to actions. Listen to this FINITE Podcast episode to learn how you can use video in your own B2B marketing, and how to create a culture of video-friendliness within your organisation. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

#65 - Video marketing for B2B tech growth with Tyler Lessard, VP Marketing and Chief Video Strategist at Vidyard

A growing dependency on marketing automation begs the question: Will technology replace marketers? On this special episode of the FINITE Podcast, you&apos;ll hear from an expert entrenched in the world of marketing technology, Julien Decot, Snr Director of Marketing Partnerships at Facebook. Julien has an incredible take on the role of technology in B2B marketing, as he thinks optimistically about the opportunities MarTech can bring, and questions a widespread fear that marketers will lose their jobs to bots. Julien shares how to leverage technology for the greater good of creativity, and gives examples of brands who are using it to their advantage. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.---To apply to join the FINITE community, head to finite.community. Support the show (https://finite.community/)

#64 - Will technology replace marketers? With Julien Decot, Snr Director, Marketing Partnerships EMEA at Facebook

B2B brand marketing can be difficult to define, as a collective of touch points and channels can generate ambiguous results. Despite this, Kevan Lee does a fantastic job of describing and advising brand marketing in B2B.  Kevan Lee is an experienced B2B tech marketer, having worked at Polly, Buffer and other fast-growing SaaS companies. He is currently Head of Marketing at Oyster, where he maintains a focus on brand building and storytelling. On this episode of the FINITE Podcast, hear tips for where to start with brand marketing, how to leverage employees and stories, who owns the brand of a company and how bias comes into play. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.---To apply to join the FINITE community, head to finite.community. Support the show (https://finite.community/)

#63 - Guide to B2B brand marketing with Kevan Lee, Head of Marketing at Oyster

Product marketing and positioning is about finding context. It&apos;s about looking at competitors, categories, jobs to be done and features to cement your product in the marketplace. On this FINITE Podcast episode, hear from Vakis Rigas, VP Marketing at Shypple. Vakis has an extensive background in product marketing at top tech companies such as Typeform and Google. He has success-backed ideas for positioning, and how to achieve long lasting success by dominating a category, standing out from competitors and finding the needs of an audience.  ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.---To apply to join the FINITE community, head to finite.community. Support the show (https://finite.community/)

#62 - Where to start with B2B product positioning with Vakis Rigas, VP Marketing at Shypple

FINITE is the community for B2B Technology & SaaS Marketers. Our Marketing in B2B Technology podcast explores the latest trends and challenges in B2B marketing by interviewing leading senior marketers from across B2B technology, enterprise & SaaS companies. In each episode of the FINITE B2B Marketing podcast, our host Alex Price 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.

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FINITE: Marketing in B2B Technology Podcast

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