Shaking the B2B tree

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!

Выпуски

  1. Marketing shifts, demand creation and brand-building with Erik Sternklint

    22 ЯНВ.

    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, 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/

    36 мин.
  2. The HR Connection: How do HR leaders separate help from hype?

    19 ЯНВ. · БОНУСНЫЙ КОНТЕНТ

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

    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/

    48 мин.
  3. Brand identity, automation and risk with Kees Henniphof

    15.12.2025

    Brand identity, automation and risk with Kees Henniphof

    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/

    46 мин.
  4. The HR Connection: Is trust HR's biggest buying signal?

    26.11.2025 · БОНУСНЫЙ КОНТЕНТ

    The HR Connection: Is trust HR's biggest buying signal?

    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/

    43 мин.
  5. The NeverEnding Story: Closing the book on forgettable B2B storytelling

    12.09.2025

    The NeverEnding Story: Closing the book on forgettable B2B storytelling

    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/

    52 мин.
  6. Rise of the machines: How is AI reshaping the B2B marketing profession?

    14.08.2025

    Rise of the machines: How is AI reshaping the B2B marketing profession?

    Is AI just another marketing fad - or the most useful assistant you’ll ever have? In this episode of Shaking the B2B Tree, we’re joined by Jason Davis D'Cruz, Head of Marketing at M247, to explore how AI is quietly reshaping the way B2B marketers think, plan and deliver. From strategy development to creative inspiration, Jason shares how he and his team are using AI tools to sharpen their output, speed up decision-making and build smarter campaigns. We dig into the practical side of AI adoption - what works, what doesn’t, and why human oversight still matters. Whether you’re curious about ChatGPT, or wondering how to get your team on board, this episode offers a look at how AI can genuinely support marketing teams without replacing them. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

    50 мин.
  7. A league of their own: Profiling executive leadership

    07.07.2025

    A league of their own: Profiling executive leadership

    Is executive profiling just another LinkedIn buzzword—or a powerful tool for B2B growth? In this episode of Shaking the B2B Tree, we’re joined by Roanna Lynch, founder of Scribe Writing and a specialist in leadership communications, to explore the real value of executive profiling in B2B marketing. From building authentic personal brands to navigating the fine line between personality and professionalism, Roanna shares practical insights on how leaders can use platforms like LinkedIn to drive awareness, trust, and even leads.  Alongside Skout’s Deputy MD Claire James, we unpack the challenges, opportunities, and misconceptions around profiling senior leaders—and why it’s not just for extroverts or CEOs. Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

    54 мин.
  8. A beautiful mind: What it really takes to be a true thought leader in B2B

    09.06.2025

    A beautiful mind: What it really takes to be a true thought leader in B2B

    Is B2B thought leadership all buzz and no backbone? Not when it’s done properly. In this episode of Shaking the B2B Tree, we’re joined by Madelaine Oppert, VP of Marketing at iResearch Services, to explore what genuine thought leadership looks like - and why it’s more than just posting opinions online. From digging into what thought leadership is - and what it definitely isn’t - to examining how data can help you rise above the noise, Madelaine shares a clear-eyed view on the difference between leading and simply contributing to the conversation.  Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

    43 мин.
  9. The good, the bad and the ugly of B2B content

    29.04.2025

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

    37 мин.
  10. Skout’s 15th Birthday: 15 years of laughs, lessons & lasting impact

    10.04.2025 · БОНУСНЫЙ КОНТЕНТ

    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/

    49 мин.
  11. B2B Creativity: A spoonful of sugar helps the medicine go down

    20.03.2025

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

    46 мин.
  • Выпусков: 11

Об этом подкасте

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!

Информация

  • Автор
    Skout
  • Годы выхода
    2025 - 2026
  • Выпуски
    11
  • Ограничения
    Без ненормативной лексики
  • Авторские права
    © 2026 Shaking the B2B tree
  • Сайт подкаста
    Shaking the B2B tree