FINITE: B2B Marketing Podcast for Tech, Software & SaaS
The FINITE 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.
FINITE is the community for B2B Technology & SaaS Marketers to connect, share, learn & grow as peers. 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 B2B Marketing podcast, our host Jodi Norris sits down to talk B2B marketing with an innovative and ambitious senior marketer or CMO from a B2B technology company, exploring trends, challenges and practical tips. Listen to the B2B marketing podcast below, or visit finite.community to apply for a free community membership.
FINITE: B2B Marketing Podcast for Tech, Software & SaaS
#185 - Is SaaS Really Dead? AI Agents, Vibe Coding and Repositioning with Antony Cousins, VP Marketing at Meltwater
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After a trillion‑dollar sell‑off in software stocks and the so‑called “SaaSpocalypse”, it is not just founders who are nervous - CMOs and marketing leaders are questioning the future of their products and positioning.
In this episode of the FINITE Podcast we sit down with Antony Cousins, VP Product at Meltwater, to interrogate the death‑of‑SaaS narrative head‑on. They unpack how investor decks, agentic AI and vibe‑coded tools like Claude Cowork have fuelled the story that AI will replace subscriptions.
Ant brings a rare perspective, combining a career in Ministry of Defence tech roles with frontline communications work in Iraq, Afghanistan and the Arab Spring, leadership in AI startups and now product leadership at Meltwater. He has spent the last decade at the intersection of AI, media intelligence and reputation.
If you are a B2B marketing leader wondering how AI will affect your revenue, this conversation will help you separate existential risk from lazy narrative – and design for growth, not just survival.
Inside you’ll find…
- Why “SaaS is dead” is an oversimplified narrative – and where AI agents and vibe‑coded tools genuinely threaten software.
- How data moats, long‑term memory and UX become the defensible edge in an AI‑native SaaS ecosystem.
- What CMOs and agencies should change now: commercial models, junior hiring and how they collaborate with software providers.