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Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS
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.
Finite By Clarity: B2B Marketing Podcast for Tech, Software & SaaS
#190 – Rethinking B2B Content for a New Buyer Journey with Elizabeth Maxson, CMO at Contentful
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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 digital experience platform trusted by more than 4,800 customers. 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