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 personalisation in B2B marketing, and why vendors need to focus less on features and more on employee outcomes and business impact. Arthur also shares what has worked for Grokker and the marketing practices he believes should be left behind.

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

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/