Finite By Clarity · 2026-01-26 · 25 min
We’re all starting to hear about it, but what is synthetic data? Simply put, synthetic data is "fake" data that is mathematically manufactured to mirror the patterns and behaviours of real-world datasets. For B2B marketers, this means using AI to create a digital "twin" of your customer base. Instead of waiting weeks for a survey to come back, you use a model trained on your existing customer calls, ads, and behavioural data to predict how an audience will react. However, it isn't a silver bullet. Marketers need to be aware of significant concerns: the "rubbish in, rubbish out" risk (if your training data is biased, your AI will be too) and the danger of oversimplification, where nuance gets lost in statistical significance. In this episode, Kate O’Keeffe , CEO and Co-Founder at Heatseeker , joins Jodi to explain how to navigate these challenges and put synthetic data to work. Kate walks us through how to maximise the effectiveness of your data to minimise risk in your decision-making.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Win the AI Answer, Not Just the Citations with Tim Sanders, Chief Innovation Officer at G2 - Ep 85The Transaction · on SaaS100 / 100
Why Technically Correct Pricing Recommendation Can be Strategically Wrong with Sandeep MathewImpact Pricing · on synthetic data80 / 100
Just Say No to "Yes-Man Agents" & "Process Barnacles": How Miro Builds Post-AI | Jeff Chow, CPTOLaunchPod · on SaaS74 / 100
Define the Message and the Roadmap Follows with Jamie Domenici, CMO of KlaviyoThe B2B CMO Podcast with Jon Miller and Sydney Sloan · on SaaS70 / 100
How B2B Marketers Use White Space Analysis to Map Enterprise Account GrowthB2B Marketing with Fexingo · on B2B marketing57 / 100
79: Cancel all my meetingsOur B2B SaaS Journey · on SaaS50 / 100#191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at Ascendion60 / 100#189 - Why Most Marketing Should Fail with Amanda Cole, CMO at Bloomreach73 / 100#188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at Cohesity90 / 100Mini-episode: Big News at Finite!25 / 100#187 - Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity56 / 100