Shaking the B2B tree

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/ 

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/ 

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/ 

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/ 

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/ 

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/ 

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/