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Shaking the B2B tree

Shaking the B2B tree

De : Skout
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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!

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Épisodes
  • Clare Moore: How can marketers speak HR's language?

    Clare Moore: How can marketers speak HR's language?
    Mar 2 2026

    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/



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    Indisponible
  • Marketing shifts, demand creation and brand-building with Erik Sternklint

    Marketing shifts, demand creation and brand-building with Erik Sternklint
    Jan 22 2026

    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/



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    36 min
  • The HR Connection: How do HR leaders separate help from hype?

    The HR Connection: How do HR leaders separate help from hype?
    Jan 19 2026

    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/



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    40 min
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