#184 - Disruptive Technology, Adaptation and Hyper‑Growth with Caitlin Allen, SVP of Market and Chair at Simbe Robotics

Episode notes

B2B technology is shifting at an unprecedented pace. As traditional sectors grapple with supply chain pressures, shifting workforces, and the demand for personalisation, new frontiers like hardware-as-a-service and physical AI are moving from peripheral concepts to essential infrastructure. For marketers, the challenge is clear: how do you build a category and drive adoption for a disruptive technology that fundamentally changes how the world works? In this episode of the FINITE Podcast, Jodi Norris sits down with Caitlin Allen to unpack the mechanics of category creation and how marketers can spot market signals, tipping points, and growth opportunities within emerging tech. They explore the nuances of marketing robotics, how to structure a team to create FOMO (fear of missing out) while helping buyers overcome their fear of messing up, and the structural forces reshaping B2B go-to-market motions. Caitlin Allen is a seasoned marketing leader who has spent two decades building markets for transformative technologies before they are part of a P&L.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• How B2B Marketers Use Channel Partner Incentives to Drive Enterprise RevenueB2B Marketing with Fexingo · on B2B marketing97 / 100
• Why Your Marketing Automation Ignores SMSThe Marketing Operator Podcast with Fexingo · on B2B marketing85 / 100
• How Private Equity CMOs Build Revenue That Increases Enterprise ValueDemand Revenue · on CMO84 / 100
• How a Solo Dev Hit 10K MRR With a SaaS That Sells to Other SaaS CompaniesThe Indie Hacker Podcast with Fexingo · on B2B SaaS83 / 100
• Why B2B brands should be doing influencer marketing with Ishveen JollyThe Dave Gerhardt Show · on B2B marketing83 / 100
• Best of LinkedIn: Social Selling CW 23/ 24Best of LinkedIn: Strategic B2B Marketing · on B2B marketing82 / 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 / 100
• Mini-episode: Big News at Finite!25 / 100
• #187 - Attracting B2B tech investors with Liam McLaughlin, Managing Partner, Europe at Clarity56 / 100
• #186 - Positioning for Category Leadership and True Differentiation, with Matt Hodkinson, Co-Founder and CEO at Tylt62 / 100