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 growing influence of HR, the role of storytelling in marketing, and how organisations can embrace AI without losing authenticity. Along the way, Norah explains why localisation is about far more than translation and how cultural insight can make or break a campaign.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

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 your B2B game? Get in touch with Skout at: https://skoutpr.com/

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 and long‑term workforce planning, particularly as automation and AI reshape job roles.

From a marketing perspective, Anindo outlines why generic messaging falls flat in HR, how empathy and specificity should guide brand communications, and why real conversations with HR leaders remain essential.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/