FINITE Fest is the free one day conference by FINITE, the global community for B2B tech, software & SaaS marketers.

A virtual day of inspiration, learning and insights delivered by B2B tech marketing leaders around the world.

On the 13th of May 2021 we were joined by speakers from the world’s leading B2B tech companies:

FINITE Fest is completely free to attend. With all recordings available to FINITE members on demand. Head here to apply for your free membership today.

Ambitious, leading B2B tech marketing experts who spoke at FINITE Fest in 2021:

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Tara RobertsonCMO, Teamwork
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Shallu Behar-SheehanCMO, Trūata
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Rory SutherlandVice Chairman, Ogilvy
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April DunfordFounder, Ambient Strategy
Scott Allen headshot
Scott AllenGlobal Marketing Development & Strategy Director, Microsoft
carlos headshot for finite fest
Carlos CantuDirector of Business Marketing, Twitter
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Gabrielle PirzadField & ABM Marketing Leader, IBM UK&I
darrell headshot for finite fest
Darrell AlfonsoGlobal Marketing Operations Manager, AWS
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Christy MarbleCMO, Pantheon
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Gonzalo Garcia VillanuevaGlobal CMO, GfK
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Lyat Avidor PelegCMO, Precognize
barbara headshot for finite fest
Barbara JohnsonCo-Founder/COO, Kortical
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Kartik KrishnanDirector of Growth, Capdesk
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Jenifer KernCMO, Qu
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Radmila BlazheskaCMO, SecurityHQ
Sonia headshot for finite fest
Sonia DoraisCEO, Chaser
Tom headshot for finite fest
Tom DuboisWorldwide Marketing Director, OneSpan
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Lorena MoralesVP of Marketing, Go Nimbly
Robbert headshot for finite fest
Robbert van der PluijmGlobal Lead, Events & Experiences, Permutive
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Ally MasiSr. Manager, Executive Programs, Salesforce
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Santiago DominguezABM Marketing Manager, Autodesk
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Kathryn FranksonDirector of Event Marketing, Informa
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Eimear HughesClient Partner, Twitter
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Jon AshleyGlobal Head of Customer Advocacy, Sage
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Fiona GallagherHead of EMEA Field Marketing, LinkedIn
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Matthieu BarilMarketing Operations Leader, Qualtrics
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Nick ForsterCo-Founder, London Filmed & Habitual Media
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Emmanuel AremuMarketing Lead, Community Growth Ventures
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Brian KardonCMO, InVision
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Aaron BarefootGlobal SEO Lead, London Stock Exchange Group (LSEG)
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Alex PriceFounder, FINITE
Nirupam headshot
Nirupam SarkarHead of Marketing, UK and Europe, Digitate

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Here’s what we covered at FINITE Fest on the 13th of May 2021

  • 09.00 - 09.10 Opening remarks by FINITE Founder, Alex Price
  • 09.10 - 09.40 Case study: Predictive content consumption and analytics: Monitor and attribute the ROI of your B2B tech content

    Outline of the key strategies that will enable you to begin the attribution of ROI of your content
    Ensuring consistency: how to set up for success so you can consistently monitor content ROI
    Squeeze your content: best innovative ideas to help your recycle your content and increase KPI’s
    Tools to help you: a run down of key innovative, simple tools to help improve content attribution

    Shallu Behar-Sheehan

  • 09.40 - 10.10 Case study: Starting and scaling a growth team - at startups, SMEs and enterprises

    Spinning up a growth team to tackle a new market or explore a new GTM
    The stages of growth teams
    You’ve got the right team members, now how to pull together
    Disband, or expand


    Kartik Krishnan
    Growth Director

  • 10.10 - 10.40 Case study: Changing the B2B conversation

    Buyers are 2X more likely to trust sources from within their own community, understand how B2B brands can foster conversation around their brands to achieve this
    Create a community to drive conversation for others to talk to each other through business events and webinars
    Use an ABM approach on Twitter to speak not just to the C-Level, but also to middle management
    Humanise your brand to make it feel a more natural part of the conversation
    Learn how to connect on a personal level through Twitter


    Carlos Cantu
    EMEA Business Marketing Director

    Eimear Hughes
    Client Partner

  • 11.00 - 11.30 Case study: How to elevate the marketing maturity of your team

    Why measuring marketing maturity is crucial for any fast-growing business
    Frameworks to assess and measure marketing maturity
    Accelerate your journey to elevated maturity with a robust roadmap – and how to stick to it


    Matthieu Baril
    EMEA Marketing Operations Lead

  • 11.30 - 12.10 Panel discussion: Understand how your B2B website can move the needle on SEO

    Why UX is a key skill for any modern marketer
    Assessing key changes in SEO – Core Web update
    Understand how your website and content can work together to improve your SEO


    Alex Price


    Lyat Avidor Peleg
    Precognize Innovations

    Sonia Dorais

    Aaron Barefoot
    Global SEO Lead
    London Stock Exchange Group (LSEG)

  • 12.10 - 12.50 Case study: The worst behavioural bias of all! All or nothingism

    A lot of things in the world would cause a great deal less anger and misapplied effort if we could only accept BOTH AND a little bit more and demand EITHER OR a little less.

    Last mile and performance marketing is really, really valuable. But not on its own.

    Bees, which are 19m years older than us, know this already.

    What makes sense can be dangerous. Because what behaviours make sense at a small scale may be dumb at a large scale. Or when copied by everyone else. Or repeated too often. Or all three.

    This may explain why digital advertising makes sense to its practitioners. Yet to consumers it seems entirely dumb. And its effect on the wider economy may be highly damaging.


    Rory Sutherland
    Vice Chairman

  • 13.20 - 14.00 Panel discussion: Identify the best ABM approach for your B2B market

    Overview of the different approaches to ABM: one to one, one to few, one to many
    Translating the value of ABM to sales and other key stakeholders
    Understand what ‘goals’ look like for your ABM strategy
    Common challenges when applying an ABM strategy and tips to overcome them

    Brian Kardon

    Fiona Gallagher
    Head of EMEA Field Marketing

    Emmanuel Aremu
    Marketing Lead
    Community Growth Ventures

    Gabrielle Pirzad
    Field Marketing & ABM Leader, UK & Ireland

    Santiago Dominguez
    Account-Based Marketing Manager, D&M, UK&I and Nordics

  • 14.00 - 14.40 Debate: Sales and marketing should be aligned under a single, revenue operations function

    “This house believes that sales and marketing should be consolidated under a single, Revenue Operations function”


    Alex Price


    Shallu Behar-Sheehan

    Lorena Morales
    VP of Marketing
    Go Nimbly


    Jenifer Kern

    Scott Allen
    Global Marketing Development & Strategy Director

  • 14.40 - 15.20 Panel discussion: IRL, virtual or hybrid? Tackling the future of events as a marketing channel that drives growth in B2B

    Identify the best event format that will support your B2B KPIs and broader business revenue goals
    Benchmark yourself on virtual events KPIs in B2B tech marketing across 2021
    A look at some of the most innovative virtual events
    Tackling the hybrid event: roadmap on how to make it happen


    Nirupam Sarkar
    Head of Marketing, UK and Europe


    Robbert van der Pluijm
    Global Lead, Events & Experiences

    Ally Masi
    Senior Product Marketing Manager, SMB Executive Events

    Kathryn Frankson
    Director of Event Marketing

    Nick Forster
    London Filmed

  • 15.30 - 16.00 Case study: How to craft stories that sell

    The key role stories play in connecting you with your customers
    Understand how and why our current storytelling frameworks do not give customers what they really want
    See what research into successful sales processes can teach marketing storytellers
    A framework you can use to not only captivate an audience but also motivate them to buy


    April Dunford
    Ambient Strategy

  • 16.00 - 16.40 Panel discussion: Data and analytics: Attribution and ROI across the B2B tech marketing function

    Ensure your marketing software is set up for success
    Deal with legacy systems in your B2B organisation
    Tracking beyond google analytics? Understand why you might have disparities in your data & how to manage them
    Choose, measure and optimise the right attribution KPIs and models for your B2B tech business
    Use the marketing pipeline and attribution metrics to secure marketing budget


    Radmila Blazheska

    Barbara Johnson

    Tom Dubois
    Worldwide Marketing Director


    Christy Marble
    Pantheon Platform

  • 16.40 - 17.20 Panel discussion: B2B tech marketing operations: find balance between efficiency and effectiveness

    Why is efficiency and effectiveness important to the success of your marketing operations function?
    Understand how you can find the balance that works for you between being efficient, and effective
    Enable yourself to attribute revenue to marketing operations


    Jon Ashley
    Senior Manager, Global Customer Advocacy


    Gonzalo Garcia Villanueva
    Global CMO

    Darrell Alfonso
    Global Marketing Operations Manager
    Amazon Web Services

    Tara Robertson

  • 17.20 - 17.30 Closing remarks from Alex Price, Founder, FINITE

    End of conference

FINITE Fest is run by FINITE

FINITE is the free, member only global community for ambitious B2B marketers in tech, SaaS and software to connect, learn and grow.

The FINITE community began in 2019, initially taking the form of London based meetups for B2B tech marketers. 2020 was a turbulent year, but it only highlighted the importance of our mission. As land borders closed, digital ones opened up, allowing us to build a global community of ambitious B2B tech marketers from London, New York, Singapore, Tel Aviv, Melbourne, and many more.

Now, we’re 1800+ members strong, and host weekly podcasts with guests like Rory Sutherland and April Dunford, a monthly webinar series with speakers from Hubspot, AWS, & Google, a fortnightly newsletter on B2B tech news, have an active Slack community, publish interview series with senior B2B marketers and run animated data reports on B2B tech trends.

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