Shaking the B2B tree

What does it take to build trust and meaning in complex B2B markets? In this episode of Shaking the B2B Tree, Rob Skinner sits down with Abs Hassanali, Global Head of PR and Comms at Basware, to explore the ideas, risks and lessons that have shaped his career in communications.Abs shares how a background in philosophy and politics shaped his approach to storytelling, why PR must translate the technical into the human, and how early career failures taught him that leadership is built through learning, not certainty.He reflects on taking roles before feeling “ready”, the importance of mindset over skillset, and why culture and values matter as much as experience when building teams and partnerships.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this episode, Rob speaks with Brendan Jeanetti, Content & Social Media Manager at Workable. Brendan shares how his background in music, podcasting and independent creative work shaped the way he approaches HR marketing today - with an emphasis on authenticity, community, and truly understanding the people you’re speaking to.He discusses how AI is reshaping marketing workflows, why over‑reliance on generic content is causing sameness across the industry, and why nothing replaces real conversations with HR professionals to understand what actually matters to them.Brendan also explores how HR teams themselves are working under increasing pressure, why buzzword‑driven content rarely resonates, and how influencers, events and social content can work only when brands prioritise credibility over noise.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this episode, Rob is joined by Clare Moore, communications manager at Brightmine, for a conversation about how AI is reshaping the way HR teams search for guidance and what this means for marketers who want to stay visible. With more than 20 years working in HR focused comms, Clare explains why brands now need to prove their authority through consistent, insight led content rather than relying on traditional search tactics. She also talks about the pressures facing HR departments, from the latest Employment Rights Act changes to the practical challenges of managing data, budgets and employee expectations. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

What shapes a modern B2B marketer’s judgement? In this episode of Shaking the B2B Tree, Rob Skinner speaks with Erik Sternklint, head of marketing at Altura, about the moments that have influenced his approach to strategy and team building.Erik reflects on the shift that changed how he thinks about demand generation, the early risks he took in start ups, and the lessons drawn from brand projects that never quite held together. He also discusses how AI is altering discovery and why steady, thoughtful content now has far more influence over visibility than paid tactics alone.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this HR Connection special of Shaking the B2B Tree, Rob Skinner chats with Steph Fosh, Managing Director of Pure HR, who brings three decades of experience from senior corporate roles to running her own consultancy.Steph shares her perspective on what HR leaders really want from B2B marketers and why so much of the outreach aimed at them falls flat. From the growing challenge of mental health and employee expectations to the reality behind buzzwords like quiet quitting, Steph explains what resonates and what feels like empty hype.She also talks candidly about why trust and transparency matter more than ever, why marketers need to stop pushing solutions that don’t solve real problems, and how brands can build credibility with HR decision makers. Plus, Steph reveals the gaps she sees in the market and what she wishes suppliers would do differently.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

What defines a B2B marketer’s career? In this episode of Shaking the B2B Tree, we explore the pivotal moments that shape strategy, creativity and resilience in the fast-moving world of business marketing.Kees Henniphof, VP of Marketing at CHILI publish, joins Rob Skinner to share the experiences that changed his approach to marketing, the risks that paid off, and the lessons learned from mistakes along the way. From his early days as a copywriter to leading marketing for a global software company, Kees offers candid insights into how curiosity, adaptability and a willingness to take risks can accelerate growth.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this 'HR Connection' special of Shaking the B2B Tree, Rob Skinner sits down with Stephen Cloves, independent HR consultant at Linked HR, who has decades of experience as former Chief People Officer. Stephen shares candid insights on what it’s like to be on the receiving end of B2B marketing aimed at HR decision makers and why so much of it misses the mark.From the explosion of HR tech to the hype around AI and the importance of trust, Stephen explains what resonates with HR leaders and what turns them off. He talks about why marketers need to stop selling solutions to problems HR doesn’t have, and start focusing on what really matters: making life better for employees. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this episode of Shaking the B2B Tree, we’re joined by Will Stone, Communications and Content Manager at the University of Manchester, to explore why storytelling should be at the heart of every B2B strategy.From leadership authenticity and customer-led content to the role of AI and the importance of curiosity, Will shares how stories can shape brand identity, build trust and drive engagement. We discuss how to find the stories that matter, and why marketers need to be embedded in the business to tell them well.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

Is AI just another marketing fad - or the most useful assistant you’ll ever have?In this episode of Shaking the B2B Tree, we’re joined by Jason Davis D'Cruz, Head of Marketing at M247, to explore how AI is quietly reshaping the way B2B marketers think, plan and deliver. From strategy development to creative inspiration, Jason shares how he and his team are using AI tools to sharpen their output, speed up decision-making and build smarter campaigns.We dig into the practical side of AI adoption - what works, what doesn’t, and why human oversight still matters. Whether you’re curious about ChatGPT, or wondering how to get your team on board, this episode offers a look at how AI can genuinely support marketing teams without replacing them.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

Is executive profiling just another LinkedIn buzzword—or a powerful tool for B2B growth?In this episode of Shaking the B2B Tree, we’re joined by Roanna Lynch, founder of Scribe Writing and a specialist in leadership communications, to explore the real value of executive profiling in B2B marketing.From building authentic personal brands to navigating the fine line between personality and professionalism, Roanna shares practical insights on how leaders can use platforms like LinkedIn to drive awareness, trust, and even leads. Alongside Skout’s Deputy MD Claire James, we unpack the challenges, opportunities, and misconceptions around profiling senior leaders—and why it’s not just for extroverts or CEOs.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

Is B2B thought leadership all buzz and no backbone? Not when it’s done properly.In this episode of Shaking the B2B Tree, we’re joined by Madelaine Oppert, VP of Marketing at iResearch Services, to explore what genuine thought leadership looks like - and why it’s more than just posting opinions online.From digging into what thought leadership is - and what it definitely isn’t - to examining how data can help you rise above the noise, Madelaine shares a clear-eyed view on the difference between leading and simply contributing to the conversation. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this episode of Shaking the B2B Tree, we tackle one of the biggest questions in B2B marketing today: Can creativity survive in a world obsessed with data? Jon Davis, Content Lead at Capsule CRM, joins us to reveal how marketers can break through the noise with content that’s not just strategic but also bold and authentic. From overcoming internal roadblocks to proving real value to the C-Suite, Jon shares actionable insights on crafting content that stands out—and drives results—in an increasingly crowded digital landscape.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

In this very special episode, Skout celebrates its 15th birthday! Founder Rob Skinner and director Claire Lamb sit down with Skout's deputy MD, CJ, to reflect on the journey so far—from awkward first meetings and near-missed flights, to growing a thriving agency and becoming employee-owned. It’s a candid, heartfelt, and hilarious look behind the scenes of a busy B2B PR and Communications agency. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/ 

Is B2B marketing really the boring sibling of B2C? Not if creativity has anything to say about it! In this episode of Shaking the B2B Tree, we dive into why creativity is essential in B2B marketing, how to push past traditional barriers, and practical strategies to bring innovative ideas to life.Victoria Jackson shares her insights on using creativity as a differentiator in crowded markets, overcoming internal resistance, and why even “dry” industries can (and should) embrace bold, engaging marketing approaches.Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/