A day of inspiration, learning and insights delivered by global B2B marketers from world-leading and fast-growth tech & SaaS companies:
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Meet the ambitious, leading B2B tech marketing experts speaking at FINITE Fest:
Here’s the agenda:
(All timings are BST)
09:00 - 09:10 Introduction from FINITE Founder, Alex Price
09:10 - 09:40 Case study: Perfecting your B2B marketing strategy
Colin Lewis, CMO at OpenJaw Technologies, will outline his framework for creating the optimum B2B tech marketing strategy. He’ll discuss positioning, long-term thinking, and how to break it down into easy steps.
09:40 - 10:00 Case study: The rise of the creator economy
Nicholas Jenkins will explore the rise of creators, who work with brands to connect with audiences and produce content that sticks. He’ll dive into the invention of reels, new products and third party partners, to reveal how B2B tech marketers can reach their buyers in new and innovative ways.
10:05 - 10:35 Case study: Thought-leadership and influencer marketing
Ashley Faus, Content Strategy Lead at Atlassian, will take us through the framework she uses to build thought-leaders out of employees – from juniors to board members. What’s the big deal with thought leaders? Well, in B2B, these influencers most likely have more influence over your audience than you do!
10:35 - 11:05 Case study: The psychology of B2B decision-making
Richard Shotton wrote The Choice Factory, which outlines the 25 behavioural biases that influence what we buy. These psychological theories work just as much in B2B than in B2C, with a few key differences. In this session, Richard will share his research and understanding of the behavioural biases of B2B decision-making.
11:10 - 11:30 Case study: The journey of category creation
Ruslan Tovbulatov will share his journey in creating a talent marketplace category for his current company, Gloat. This includes the highs and lows of the category creation process – what it takes to do it right, what to watch out for, and considerations before taking the plunge.
11:30 - 11:50 Case study: SEO and UX for B2B growth
Nicola Campbell, Head of Design & UX, and Michael Payne, SEO Account Director at 93digital, will share their insights into SEO and UX for B2B growth. They’ll cover the aspects you need to think about when crafting a digital strategy for your B2B website.
11:50 - 12:10 Case study: Events in 2022: an outcomes lens
We’ve all been wondering – is 2022 the year events switch away from being virtual to in person? Or would you rather do hybrid events? Kartik Krishnan, new markets expansion lead at Beamery believes thinking from an outcomes perspective is the way to go. Tune in for tips on optimizing your events (both self-hosted and participatory) for success.
12:15 - 13:00 Panel session: Creative solutions for tackling digital fatigue
Did you know that 30% of B2B tech marketers think digital fatigue is their biggest challenge in 2022? There’s no wonder why; with thousands of webinars and blog posts strewn across LinkedIn everyday, exhausting users and failing to make the impact they deserve.
In this session, our panellists will discuss solutions to this stunting challenge, as well as the future of B2B marketing events, content, channels and MarTech.
Dave Schools, Head of Marketing, Emerging Products at Hopin
Jory Des Jardins, CMO at Countable at Countable
Thomas Mahon, Co-Founder of LondonFilmed
Lora Jakobsen, VP of Marketing and Communications at ZeroNorth
Moderated by Zoe Hominick, Director of Digital Marketing and Brand at Virgin Media O2
13:30 - 14:15 Panel session: Building and consolidating a MarTech stack for scale
According to FINITE’s 2022 B2B tech marketing trends report, only 2% of B2B tech marketers are cutting back on their use of MarTech this year! So, we want to find out which MarTech should they be purchasing for the best shot at B2B growth.
In this panel session, marketing operations leaders will discuss aspects of building a MarTech stack, such as implementation with limited budget, integrations of tools and when marketing operations roles should be hired.
Moni Oloyede, Director, Marketing Infrastructure at Fidelis Cybersecurity
Harjeet Singh, Global Marketing Operations Director at Finastra
Adi Faians, Marketing Technologies Team Lead at Outbrain
Moderated by Carole Winqwist, CMO at GitGuardian
14:15 - 15:00 Panel session: Breaking through the boring of B2B tech branding
Think B2B tech marketing is boring? Think again. In this panel session, brand marketing leaders, representing some of the most innovative B2B technology companies, will discuss how they help theirs to stand out amongst a sea of similar brands with overlapping categories, complex products and same-old jargon.
We know that the majority of B2B technology companies are increasing their investment in brand marketing this year… are you?
Susi O’Neill, Head of Brand Content, B2B (global) at Kaspersky
Blair Joseph, Brand Strategist at Equinix
Timo Pelz, VP of Business Marketing at Reddit
Helen Gunn, Former Head of International Brand Marketing at Fiverr
Siddharth Asokan, CMO at Softwire
15:15 - 16:00 Panel session: Where is account-based going next?
ABM has taken over the B2B tech marketing world in recent years. Everyone knows about it, everyone’s doing it (or planning to!), but where is it headed next? How can we improve upon our ABM strategies?
In this panel session, our ABM experts will discuss how it has evolved, what makes ABM successful or not, new tools and account-based experience.
Gabrielle Pirzad, Head of Account Based Marketing, EMEA at Citrix
David van Schaick, CMO at The Marketing Practice
Robin Izsak-Tseng, VP of Revenue Marketing at G2
Jenna Chambers, Head of EMEA Partnerships at Terminus
Moderated by Celia Slack, Senior ABM Practitioner at Servicenow
16:00 - 16:45 Panel session: Balance the quality and quantity of B2B tech marketing
In this panel session, senior marketers from world-leading tech companies will share how they make the most impact with their budget, time and resources. We’ll learn how they structure their teams, maximise the output of content and choose whether to outsource or keep things in-house.
‘Balancing quality and quantity’ was found to be one of the biggest challenges for B2B tech marketers in 2022, so let’s tackle it head on!
Ricci Sanchez, Digital Strategist at 93x
Ali Din, CEO at Premier BP
Stef Miller, Snr. Director of Demand Generation at Udemy,
Vakis Rigas, VP Marketing at Shypple
Alexandre Blumenthal, EMEA Marketing and Communications Lead, Lenovo
Moderated by Ricci Sanchez, Head of Digital Strategy at 93x
16:45 - 17:00 Last thoughts from Alex Price
Shout out to our wonderful sponsors!
Without the support of our sponsors, FINITE Fest simply wouldn’t be possible, let alone free!
So thank you Terminus, The Marketing Practice, 93x and London Filmed
Interested in becoming a sponsor? Get in touch
And our media partner!
FINITE Fest is run by FINITE
FINITE is the private, 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 2000+ members strong, and host weekly podcasts and monthly webinars with guests like Rory Sutherland and April Dunford, a fortnightly newsletter on B2B tech news, have an active Slack community with peer support and job listings and publish new research on B2B tech marketing trends.