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/