B2B marketing can be tough – but you don’t have to struggle alone. Shaking the B2B Tree is the go-to podcast by marketers for marketers, where we tackle the real challenges of B2B marketing head on.
Hosted by Skout's MD and founder, Rob Skinner, you can listen to candid conversations with fellow B2B pros.
From content to strategy (and everything in between), Shaking the B2B Tree cuts through the noise to deliver actionable insights you can apply to your own marketing efforts.
Expect fresh perspectives, real-world stories, and practical takeaways to sharpen your B2B game.
Tune in now!
S2: E17: What do HR leaders really want from technology providers today?
In this episode of Shaking the B2B Tree, Rob Skinner speaks with Arthur Lane, Head of Marketing at Grokker, about how AI is changing employee wellbeing, HR technology and the way organisations buy and evaluate solutions. Drawing on nearly 30 years in healthcare marketing, Arthur explains why HR teams face growing pressure to prove value, reduce costs and navigate increasingly complex buying processes. The conversation explores the role of AI in wellbeing technology, the importance of persona...
27 Jul 2026
S2: E16: Norah Franchetti on people-first marketing, global growth and the future of work
In this episode of Shaking the B2B Tree, Norah Franchetti, Group Vice President of Marketing at Crown Worldwide Group, joins Rob Skinner to discuss why employee wellbeing, cultural understanding and family support are now central to business success. Drawing on her experience across the UK, Hong Kong, the US and the UAE, Norah shares lessons from an international career and a defining relocation project in China that changed her perspective forever. The conversation also explores the gr...
18 Jun 2026
S2: E15: Data driven marketing, commercial focus and making every campaign count with Steve Stano
What does it take to turn marketing into a genuine driver of growth? In this episode of Shaking the B2B Tree, Rob Skinner speaks with Steve Stano, who leads B2B marketing at Morgan Stanley at Work, about the thinking behind his approach. Drawing on 15 years in the field, Steve explains how he has moved beyond instinct alone, blending experience with data to guide decisions. That shift has shaped both campaign results and how marketing is viewed across the business. Want to sharpen you...
22 May 2026
S2: E14: Anindo Chatterjee - Do HR marketers really understand the human judgement behind talent decisions?
Rob speaks with Anindo Chatterjee, assistant brand marketing manager at skills intelligence platform iMocha, about what it really takes for HR tech brands to stay relevant as skills, roles and expectations continue to shift. Anindo explains why enterprises are moving away from hiring purely on credentials towards a deeper understanding of validated skills and potential within their existing workforce. He shares how this change is influencing the way HR leaders think about talent, retention an...
17 Apr 2026
S2: E13: Storytelling, risk-taking and leadership with Abs Hassanali
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 ...
27 Mar 2026
S2: E12: Brendan Jeanetti: How do real conversations lead to stronger HR marketing?
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 c...
2 Mar 2026
Clare Moore: How can marketers speak HR's language?
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 departmen...
22 Jan 2026
Marketing shifts, demand creation and brand-building with Erik Sternklint
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, t...
19 Jan 2026
The HR Connection: How do HR leaders separate help from hype?
Steph Fosh, Managing Director of Pure HR, discusses what HR leaders want from B2B marketers, addressing mental health challenges and employee expectations, in an interview with Rob Skinner.
15 Dec 2025
Brand identity, automation and risk with Kees Henniphof
VP of Marketing Kees Henniphof discusses brand identity, automation, and risk-taking in B2B marketing with host Rob Skinner, revealing pivotal moments that shaped his career in this interview.
26 Nov 2025
The HR Connection: Is trust HR's biggest buying signal?
Stephen Cloves, an HR consultant, discusses with Rob Skinner how B2B marketing often fails to resonate with HR decision-makers, emphasizing the importance of trust and genuine connection in this interview.
11 Sept 2025
The NeverEnding Story: Closing the book on forgettable B2B storytelling
Will Stone, Communications and Content Manager at the University of Manchester, interviews host [Host Name] about embedding authentic storytelling into B2B strategies to build trust and drive engagement.
14 Aug 2025
Rise of the machines: How is AI reshaping the B2B marketing profession?
Host Alex Johnson interviews Jason Davis D'Cruz, Head of Marketing at M247, about how AI is reshaping B2B marketing strategy and campaign execution.
7 Jul 2025
A league of their own: Profiling executive leadership
Roanna Lynch discusses executive profiling as a valuable tool for B2B growth, explaining how leaders build authentic personal brands on platforms like LinkedIn in this interview.
9 Jun 2025
A beautiful mind: What it really takes to be a true thought leader in B2B
Madelaine Oppert, VP of Marketing at iResearch Services, defines genuine B2B thought leadership and explains how data helps thought leaders rise above the noise in this interview episode.
29 Apr 2025
The good, the bad and the ugly of B2B content
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 incr...
10 Apr 2025
Skout’s 15th Birthday: 15 years of laughs, lessons & lasting impact
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/
20 Mar 2025
B2B Creativity: A spoonful of sugar helps the medicine go down
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 ...
Who has been a guest on Shaking the B2B tree
Names identified in recent episode analyses. Showing up to five guests.
Steph Fosh
Kees Henniphof
Stephen Cloves
Will Stone
Jason Davis D'Cruz
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Spotify
5.0 / 5
2 ratings
Podcast Authority Score: 13 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
12
Social presence
0
YouTube
0
Engagement
32
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